Public interaction: communicative and image aspects

The specifics of the interaction of state institutions and civil society as subjects of the public sphere is revealed. The emphasis is placed on the need to further institutionalize the relationship between the “public sector” and the “third sector”, which promotes greater involvement of citizens in public policy and governance (especially at local and regional levels), and encourages the state to develop new mechanisms for interaction with civil society institutions, which partially exempt the state from providing certain services to the population. Qualitative parameters of civil society are singled out and classified by spheres (economic; social; political; spiritual). The role of communicative and image aspects in the context of optimization of public interaction is substantiated. The emphasis is placed on effective forms of communication in order to provide direct quality feedback. Peculiarities of using image technologies and strategies in the public sphere are analyzed. The specifics of PR-activity in the context of the image formation by modifying the perception and the behavior model of the social subject are revealed. The directions of interaction optimization are outlined in the public sphere to ensure the balance of state and public interests in society by using the latest means of communication and interaction, effective communication tools, PR-communication technologies, modern methods of communication, effective image strategies, development of relevant legislative and control initiatives to formalize and the legitimacy of civil society monitoring of government institutions.

Keywords: public sphere, interaction, civil society, public institutions, communication technologies, image strategies, forms of communication, feedback, state and public in­terests.

doi: 10.32403/0554-4866-2022-1-83-119-124