Correction of teacher’s reputation disadvantages by means of imaging in the process of a professional brand formation

I.D. YUNYK

doi:10.38014/osvita.2019.85.32

I.D. YUNYK Національний педагогічний університет імені М. П. Драгоманова, м. Київ, Україна https://orcid.org/0000-0001-5594-8470

DOI: https://doi.org/10.38014/osvita.2019.85.32

Keywords: image, reputation, brand, teacher of higher education institution, correction, imaging

Abstract

The article examines the image and reputation of a teacher of higher education institution as components of his personal brand, which are in the relationship of complementarity and partial interchangeability. It has been found out that in the context of conscious avoidance of purposeful formation of a pedagogical brand by the personality, the correlation of the image and reputation elements of pedagogical brand depends on the awareness of target audience about the teacher, the nature of communicative interaction with it and situational factors. The author substantiates an algorithm of correction of teacher’s reputation deficiencies by means of imaging in the process of a professional brand formation. It is emphasized that the presentation of the target audience of image information, devoid of rational or at least emotional reasoning, creates the conditions for distrust to the teacher at one of the levels – cognitive, emotional or activity.

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