Glushchenko K. The image of the Government as a System of Communication with Civil Society.

Based on the comprehensive analysis of the image of the central executive bodies as a system of communication with civil society, the author formulated the concept of the image as one of the most effective technologies legitimation of the government that includes values and mobilization component. It is proved that the impact on the formation of a positive image of central authorities is one of the most effective public management practices by which provided the necessary degree of legitimacy subjects of government (central authorities) and the perception of their institutional capacity. It is proved that the relationship between the legitimacy of the central executive power, trust and public expectations where a positive image of government reduces the gap and negative contrast . Based on the theory deliberation it is proved that the image of the central executive authorities, as well as the image of the government in general, forms the reflexive mechanism based on independent expert procedures and rational-critical public debate, and then – forms paradigm of the solidarity of the civic society and the government. Key words: the image, the image of government, the mechanisms of managing the image of government, the civil society, the trust, the legitimacy, the communications, the public opinion, the deliberation.