领导者公共形象特性分析

An Analysis of the Features of the Leader's Public Image

从广义上说,政府形象包括领导者形象,也是政府系统向社会提供的“公共产品”之一。当我们述及领导者“公共形象”的时候,其实是指它的伦理形象。形体形象包含的视觉信息,是人格形象的物理基础。但是归根结底,形象的穿透力和影响力的关健,还在于它的伦理性而非它的物理性,在于其形象构造中的伦理元素和心理说服。领导者公共形象面临的最为基本的问题,是如何以人格、人品、人性、人情这些东西,去“说服”公众。领导者的公共形象,最为根本的,是“人格形象”的建造。对领导者公共形象的认识和对领导者公共形象的管理,正是建立在对公共伦理精神深入把握这一事实基础之上的。

In a general sense, the government＇s image includes the leader＇s image, which is one of the public products provided by the governmental system. As regards the public image of a leader, it essentially denotes the ethical image. The visual information included by a physical image is the physical basis of an image of the personality, however, the penetration and influence of an image mainly lies in its ethics, instead of its physical features, and lies in its ethical elements and psychological reasoning. The most essential problem confronted by the leader＇s public image is how to convince the public with his or her personality, moral quality, human nature and human relationship. So the science of public images should basically focus on the establishment of the image of personality. Recognization and management of leaders＇ public images just depends on deep understanding of the essence of public ethics.