PUBLIC CIVIL SERVANT OR OFFICIAL? FEATURES OF PERCEPTION OF THE POWER IN THE CONTEXT OF FORMATION OF ITS REPUTATION

The article presents the results of sociological research to identify the dif- ferences in perception of the concepts of ?of? cial? and ?public civil servant? by the popula- tion and representatives of the power (on the example of the Smolensk region). It traced the interrelation between features of emotional perception of these concepts and the process of forming the image and reputation of the power. The substantial bases of a difference of the concepts ?of? cial? and ?public civil servant? in the view of the power subjects are de? ned. The conclusion about need for targeted information policy accompanying process of reform- ing of the public civil service operating with neutral terminology for overcoming of negative stereotypes of the power in the opinion of the population is drawn