Problems of “Imageology in Service” in the Context of Social and Psychological Science

The article is devoted to the actual problem of modern social psychology, as well as the psychology of image, imageology, servicology, service activity, etc. – the essence and content, the main functions, the current state, trends and prospects for the development of a new author’s scientific direction and the training course “Image Science in the service”. The purpose of the study: to study all the main phenomena of “Imageology in the service”, as tasks: to present the main categories, theoretical and practical directions of the development of a new scientific direction. The following research methods were used: a theoretical review of scientific publications, content analysis, a survey in the form of a questionnaire, generalization. Such concepts as “image”, “service”, “service activity”, “consumer”, “image of an employee in the service sector”, etc. are studied. A practical study was conducted to identify stereotypical ideas related to service workers on the example of hairdressers and stylists. It is concluded that “Imageology in service” is an original direction of social psychology and a number of related sciences, considering image as a socio-psychological phenomenon related to the field of activity of specialists in the provision of various types of services (in the field of everyday life, education, culture, sports, transport, etc.).