Kravchenkova G. Communicative Mechanism of Stigmatization as a Basis of Profession Negative Image Formation.

Object is the process of profession' negative image formation in modern Ukrainian society. Purpose is the conceptualization of the stigmatization' communicative mechanism' as a basis of profession' negative image formation sociological research in conditions of contemporary Ukrainian society. Research methods are analysis and synthesis, history-genetical analysis, supervision, classification, in-depth interviews and focus group interviews, primary sociological information analysis by grounded theory methodology with help of Qualitative Data Analysis, content-analysis and ranging. Theoretical and practical results are the conceptualization of "profession image", "communicative mechanism", "stigmatization"; description of features and elements of stigmatization's communicative mechanism' as a basis of profession negative image formation; description of stigmatization's communicative practices and technologies; empirical interpretation of concepts and categories of profession' stigmatization. Conceptualization of the sociological research of stigmatization as a basis of profession' negative image formation communicative mechanism is the novelty of the work. Degree of introduction: results of research are applicated to the development of the educational course "Introduction to sociology of communications" for the students of the Vasil Karazin Kharkov National University.