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СОДЕРЖАНИЕ

Предисловие................................................................................................................. 3

Раздел I Социально-психологическая природа имиджа

§ 1. Понятие имиджа............................................................................................... И

§ 2. Символическая природа имиджа: применимость семиотического

подхода.............................................................................................................. 28

§ 3. Имидж в контексте символической коммуникации

(применимость интеракционистского подхода)..................................... 41

§ 4. Я-концепция как совокупность установок и имидж............................... 52

§ 5. Имидж в системе индивидуального поведения и социального

влияния.............................................................................................................. 63

§ 6. Создание имиджа как способ преодоления когнитивного

диссонанса....................................................................................................... 74

§ 7. Категоризация и восприятие имиджа.......................................................... 92

Раздел II Индивидуальный имидж

§ 1. Особенности индивидуального имиджа................................................. 101

§ 2. Имидж, ориентированный на самоощущение....................................... 127

§ 3. Имидж, ориентированный на восприятие............................................... 147

Раздел III Групповой, корпоративный и предметный имидж

§ 1. Групповой имидж............................................................................................ 172

§ 2. Предметный имидж............................................... '........................................ 189

§ 3. Корпоративный имидж.................................................................................. 197

Вместо заключения................................................................................................. 210

Литература................................................................................................................ 213

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