The process of forming a government image

Abstract

Government image is built on several components maintained by the government and each of its political agents. The process of image formation and consolidation is composed of a process in three stages. First, there is the identity of the government, that is, the essence of its political project and ideology. Within this stage, the physical and cultural features of those who make up this entity are analysed: the President, the Vice-President and officials. Secondly, there is communication: what the government says, how it says it and how it presents and markets its policies, taking into account a variety of verbal and non-verbal aspects. It is crucial that communication is managed in a planned strategic manner. O this basis, citizens create a perception of government and its image. A successful image coincides with the identity of the government. That is, the perception that citizens have of the government coincides with the essence of the government.