The phenomenon of the reputation of a political party and the peculiarities of its formation in the context of political culture and consciousness of Ukrainian society are analyzed. The thesis is presented as a new complex theoretical and applied research of political reputation, based on a hypothesis in which the phenomenon of reputation arises on the border of the interaction of the political party and citizens most acutely during the period of the electoral choice of a certain political force, or during the search for ways to national reconciliation of political forces. The choice of political parties and their leaders is carried out by the majority of Ukrainian citizens not on the basis of political programs, but influenced by their reputation, which has been formed in different electoral groups, therefore, the management of reputation is the most important precondition for political success in inter-party competition. The peculiarities of forming a reputation within the framework of the basic provisions of political science are considered, which allows us to get a clearer idea of the conditions for the emergence and strengthening of relations between political parties and civil society, which ideally makes it possible to regulate the negative consequences of certain political decisions. The phenomenon of reputation of a political party is defined as a certain value, the presence and quality of which depends on the success of the political party, as it contributes to the formation of a positive or negative attitude to one or another political organization and its leader. In the structure of the reputation of a political party revealed as system-creating characteristics of the idea of the functions of power in society, as well as value social settings and expectations of social groups. The use of a political and cultural approach to studying the reputation of a political party in the context of political culture and consciousness of Ukrainian society is substantiated, its structural parameters are highlighted; the reputation of a political party as a set of stable, value-based beliefs and rationally perceived evaluative opinions of citizens about a political party, which is formed mainly on the basis of experience of direct or indirect interaction, reveals a sense of trust and reflects the degree of effectiveness of the activities of the political party in meeting the interests and needs of citizens in creating conditions for a worthy life. The complex analysis of reputation characteristics of modern political parties is carried out, which allows to significantly expand the scope of the study of the processes of formation and implementation of images in politics, actively developing aspects related to planning and forecasting the dynamics of socio-political communication. The author's principal scheme for the formation of the value symbolic space of political parties, which is consistently formed and assigned by such categories as "individuality of a political party", "the image of a political party", "brand of a political party", "reputation of a political party", is presented; Complex research and measurement of the value field of the reputation of a political party, the constructive parameters of which are determined by its spiritual, mental, functional and socio-political dimensions.
