INTRODUCTION
In our daily life, on more than one occasion we have heard the phrase "an image says more than a thousand words" or "the first impression is never forgotten" and indeed, our mind tends to preferentially capture the first impression of approach and knowledge of some other thing or person.
As time passes and after having known and interacted with something or someone for an indefinite period, the mind begins to categorize the events and images in allusion to that circumstance by importance. This is how you begin to forget some moment or later stage, but it is difficult to avoid remembering that first experience and approach that you had towards something.
On the first day of class, most of the students do not know each other, but when they have the opportunity to meet and exchange information for the first time, either because of a question that occurs during class, or because of the first group gathering or breakfast, this event remains engraved in the minds of those involved and from then on they will become friends sharing experiences, moments and situations at all times.
However, many of these events will be lost in the subconscious, it will be possible to forget the day that the homework was not done and consequently they left us without a break, or the day that we copied a friend's exam, but the first moment that originated two people meeting.
In this way, it is how image and appearance become essential to define and identify something or someone else. We are often influenced according to the way we perceive things and based on that are the decisions that are chosen.
What is intended by means of this article on Imagology is to identify which are the main elements that dictate the concept of things and what is required for their construction, elaboration and implementation.
ORIGIN OF IMAGOLOGY
The term Imagology is attributed to the writer of Czech origin, Milan Kudero, who introduced the use of this word in the 1940s. The word, part of the Latin root "Imago" which means image, and is understood as the figure, representation, similarity and appearance of a thing. Its complement, "Logía" comes from "Logos" which means the study, science, or the expression of something, which in this case is the image.
This is why Imaginology relies on the knowledge contained in some sciences such as linguistics, psychology, biology, anthropology, communication, history of art and culture, semiology, design, etc.
Víctor Gordoa, referenced the public image as:
"Discipline in charge of the study and construction of the public image of people or organizations, where the image is not something exclusive to objects, since people also have an image, which they project and build abroad."
Specialists on the subject such as Lilia Delgado conceive Imaginology as:
"The shared perception that provokes a unified collective response, a value judgment of greater effect on a group or collectivity that is established in relation to an individual or organization."
OBJECTIVE OF IMAGOLOGY
The objective of Imagology is to study and determine the stimuli that a person or institution emits and in what way these stimuli crystallize the images to be assimilated by their target audience.
THE TWO COMMUNICATIVE ELEMENTS
The public figure or character who is advised by an image consultant in order to establish a better relationship and strengthened communication channels, will acquire and put into practice two types of elements. You will be able to develop the ideal image with which you want the public to identify and recognize you: the way you speak and carry yourself, what you convey, your character, your priorities, your tastes and concept of life, etc. All these aspects become visible and easy to identify by society, since that is the intention of their creation, that they impact within the concept they have of the character.
On the other hand, the artist or famous person absolutely requires acquiring knowledge and skills that should not necessarily be seen by the public, that is, they become hidden from other people, but that become a medium in the creation of the image that is used. want to broadcast. Within this knowledge, the character identifies what he should and should not do, what each of his actions implies and the effect that these actions produce on him and on others. These elements are called implicit, since they are the deepest and most hidden knowledge that builds and gives rise to the public image of the interested party.
The image as such, presents communication elements that are presented in an obvious way but others that remain hidden, that is why we speak of public and implicit messages, which consciously interact in the collective imagination.
The study of Imagology implies a perspective from two different positions.
For James E. Grunig these different conceptions are "psychological image" and "artistic image".
- It is interpreted as a visual presentation: conceived from the perspective of communication-reception (Artistic Image). It is considered as a mental idea: fruit of the imagination of a creative subject (Psychological Image).
Both conceptions allow defining the issuer, the concept and idea that it intends to transmit to the receiver, audience or public. They become the two channels or medullary conduits to achieve the objective of persuasion and conviction. The expectant public will be identified and will be attracted by these two types of images, which should confirm the intention that the issuer intends to convey.
EXAMPLE. CANDIDATE FOR GOVERNOR
As an example for both elements, consider a candidate for governor of the state. Citizens have clearly identified the public image of the character, in aspects ranging from very basic and elementary to elements capable of persuading and convincing. Society has clearly identified from his hairstyle, complexion and body expression to his campaign promises and the conviction with which he intends to govern the state.
However, in order to truly impress in the environment in which the candidate wants to develop, he had to recognize and identify what he should and should not do. He had to identify and build an "ideal" family for society, for this, the aspiring governor must be married with children, even if his sexual preferences are different. You should have clearly identified which social group you should focus the most interest on, with which influential people you should "relate" to strengthen your campaign, what media and instances you should turn to, etc. All of these aspects are not necessarily recognizable to voters, but they do become a means to achieve the mission: to be governor of the state.
ELEMENTS OF THE PUBLIC IMAGE
According to specialists Delgado and Gordoa, the Public Image addresses three main elements:
- Internal Effect: is where external factors intervene and restrict expression, that is, the difficulties that make it impossible to obtain the desired results. For example, when you want to make a large exhibition, but people (external factor) generate nervousness and insecurity (internal factor). Verdict of Cultural Value: it has to do with society and the judgments that are manifested in it. For example: if during the presentation the audience is able to laugh and they feel identified with what is being presented, the verdict will be positive and encouraging. Otherwise people will classify the exhibition as boring and tedious, even though the implicit content is the same for both cases. Communication Process:It is presented with a direction focused on society and its involvement is achieved. For example: when during the exhibition an interaction is achieved through doubts, comments and opinions on the part of the attendees, it is possible to establish a process of communication and enrichment of knowledge and information.
DYNAMICS IN THE IMAGE
If you intend to create or maintain a positive image, you must know that it is not static and, on the contrary, evolves at great speed. You can work on it and improve it according to the interests and requirements of the person or institution, to keep it attractive to the public.
The dynamism arises due to the conditioning of the context and circumstances that influence the image, since it may be the case that, while in one scenario an image may be favorable, in a different one it may be the opposite. As an example, the attitude of persuasion and conviction that an artist may use with his manager and record label to record a song and become famous, is not the same that he will use before the media and the general public. so that they listen to his music and buy his records.
What is correct in one setting and what is best for another scenario becomes wrong despite having the same purpose or objective. On more than one occasion, beliefs, concepts of life, way of being and personality must be adapted in order to fit in with society. It is difficult to understand who and who are the ones that dictate the rules of the game, to whom we owe having to re-adapt who we are to satisfy the taste of the crowd. The most noticeable changes are seen more often in a more slack period of time.
The Public Image through time can be observed from external aspects such as hairstyles and clothes that were used in the nineties in contrast to today. But also the means of dissemination to reach the public and how technology has made a huge difference in this regard through social networks and the internet. It is also seen in the vocabulary, the topics of conversation, the interests, tastes and preferences that are had today, unlike twenty years ago.
CONSTRUCTION OF THE PUBLIC IMAGE
To create the positive image of a person, all the personality dimensions of the individual must be taken into account. For this, Imagology allows the creation, maintenance and development taking into account the following aspects:
- Physical Appearance Verbal Communication Strategies Non-Verbal Communication Strategies Obtaining a coherent image between saying, doing and appearing Achieving Safe Acting Transmitting Confidence Having a sense of Responsibility.
For the construction of a Public Image, Víctor Gordoa, proposes a follow-up based on a methodology that he calls "Intimate System", which consists of four stages:
- Research: it is the basis that supports the entire methodology, in this stage a market study is carried out through qualitative and quantitative inquiry, with the intention of obtaining information regarding the perception that the target public has of the client (of whom makes use of a consultant in Imaging). In turn, this investigation comprises two parts:
- Internal Research: its purpose is to know the perception and the tools that the institution or the person has. For example: the perception that one has of oneself, the character and personality that characterizes us to make decisions, etc. External: its purpose is to determine the perception that the public has of the subject to develop the Imaging (the client), that is,, the assessment of the external environment.
- Design: it becomes the core part of the construction of the image, where ingenuity and creativity make their appearance. In it, the factors that distort perception are analyzed and possible solutions are proposed, taking into account the essential, temporary and economic aspects. Production: at this stage the recommendations that have been formulated must be put into practice, it is considered as bring the ideas down to the practical level. Evaluation: after making the suggestions made and putting them into practice, the results that have been generated must be verified and evaluated. For this, a re-investigation is necessary, that is, there must be a follow-up to the solutions proposed, determine the impact they have generated and quantify the success they have had.It can be said that it is the feedback of the entire process, in order to implement a plan that allows to increase and expand the improvements.
BACHELOR OF IMAGOLOGY
In the current diversification and competitiveness that occurs in the market, it is essential to develop a more intelligent and responsible form of communication. Anyone has, recognizes and identifies the need to be well perceived and the Public Image consultant has as a priority to satisfy this type of needs.
Like the College of Public Image, the number of educational institutions focused on training professionals who have strategic thoughts in the field of Public Image and who are trained to develop comprehensive image programs focused on the following areas is increasing:
- People Institutions Brands Products
People interested in developing professionally in Imaging have the advantage of venturing into a virgin field where specialists are needed and the market increasingly demands consulting in Imaging. In addition to representing a professional alternative, it becomes a way of life for all those who seek comprehensive and competitive growth in this innovative and sophisticated field of knowledge.
The undergraduate level lasts 4 years, in which various areas of knowledge related to the discipline that encompasses Public Image are studied and all of them specialized and related to physical image, persuasion, the use of the word, management of traditional and digital media, protocol and environment. These fields include:
- Communication.Public Relations.MarketingDesign.Psychology.ArchitecturePublicity.
Within the study plan, which is divided into eight semesters, the following subjects stand out:
First semester:
- Fundamentals of Imagology, Communication, Psychology of Personality, Written Expression, Development of Creative Thinking.
Second semester:
- Sociology Applied to the Image.Principles of Design and Graphic Identity.Psychology of Perception.Marketing and Social Services
Third semester:
- Elements of Environmental Image Promotion and Sales Statistics Leadership
Fourth semester:
- Environmental Imaging Laboratory Market Research and Audience Analysis Digital Imaging Laboratory.
Fifth semester:
- Protocol Public Relations and Crisis Management. Media Image. Semiotics of the Public Image.
Sixth semester:
- Physical Image, Political Marketing, Right to Information, Professional Presentations.
Seventh semester:
- Nutrition and Health. Design and Organization of Events. Political Communication and Lobbying.
Eighth semester:
- Image Positioning and Branding. Business Management.
The field of work once he graduates from the degree contemplates from becoming director of our own Public Image Consulting company; consultant in Political and Government Campaigns; IP consultant for artists, athletes and public figures in general; Advisor in Development and Positioning of brands and products; expert in Logistics of Events such as conferences, congresses and tours; be used in areas of communication, marketing, public relations and corporate identity.
JULIO CÉSAR CHÁVEZ CARRASCO (THE JUNIOR)
Better known as Julio César Chávez Jr., he is the eldest son of the legendary boxer Julio César Chávez González - considered by many to be the best Mexican boxer of all time. Chávez Jr., follows in his father's footsteps and also practices boxing professionally and is currently his main means of earning a living.
The same hook to the soft zones that Chávez González had and with which he sent more than one opponent to the canvas, that same hook is executed by his son. Sports lovers assure that Chávez Junior has the skills and talent of his father, however, while Chávez González won four world titles in three different divisions, Junior has not even been able to aspire to a fight in which he can contend for said award. Why is it that the son fails to reach the competitive level of his father.
There has been an infinity of opinions around the aforementioned questioning, some ranging from the superficial and not very constructive, to constructive opinions, very focused and well founded. Despite this, the most accurate and convincing answer is Chávez Junior.
His sports career has come from more to less. At first he promised to follow in the footsteps and reap the triumphs of his father, but as time passed and within a superficial life and with little commitment and responsibility on his part, his career collapsed, until he was practically forgotten. of the fans of this contact sport.
At the beginning of 2016 and under whatever circumstances, a life board for "El Junior" arises within the enormous and abundant sea of laments, his name, Santos Saúl Álvarez Barragán, better known as "El Canelo Álvarez". After a long and prolonged period in which the fans longed to see them on top of the ring, finally, on May 6, 2017, they will be face to face putting their reputation, their names, but above all their honor at stake.
Despite knowing that neither of the two boxers –El Junior and Canelo- are the best fighters in Mexico, the media have been in charge of attracting the attention of the audience and generating a great desire to see them in contention. The bets are in the "top" of the investments, it seems that the predominance to see who loses and humbles themselves is much greater than being able to appreciate a boxing of quality, dedication and professionalism.
Undoubtedly, it is an event where the priority is economic income and part of these are obtained and built with presentation tours in different places and before various media with the intention of increasing the spirits of both the fighters and of his fans. During the entire time prior to the fight, every word, every gesture, every expression and comment are of the utmost importance to generate and express security and confidence towards victory.
Chávez Jr., born, trained and with a lifetime of Culiacan, in the beautiful state of Sinaloa, has to satisfy hearing, sight and the demands of other types of places with lifestyles very different from those of Culiacán, other places where they express themselves in a different way, where they are used to doing things differently and with a totally different concept and approach than what Chávez Jr. is used to.
This implies that there is someone who can advise you on your Public Image, in all kinds of expressions such as:
- How you should sit How and where you should look while you are being interviewed What gestures you should make What types of comments are accepted by the greatest number of people and which are rejected or frowned upon Know which one was going - because and there is little left for the fight - to be his script or theme before the media, that is, under what guidelines was he going to base his opinions and comments.
Chávez Jr. must have had someone professional to make him reflect and raise awareness of the great opportunity - and perhaps the last one he has - to excel in the sports environment, there must have been someone who would make him put his feet on the ground, do it look humble and grateful for the opportunity. He needed someone to convince him to accept the troubled and failed past that he has had and to push him from that to find the strength, motivation and hunger for success in his life, above his possible victory in the month of May.
Perhaps the best script to convince and persuade the public, the rival and especially towards the public, would have been to start with a press conference where he recognized the past he has had and expressed the desire he has to get ahead, where he I would like to thank the opponent for the opportunity they are giving him and guarantee him -more than to beat him or throw him into the eighth round- to strive to give him and the public a great fight, with a great training, with the support of his family and friends, With God's blessing and the strength of your heart for Saturday May 6, 2017.
CONCLUSION
With the conclusion of this topic, it can be observed that Imaginology is part of the new trends in Marketing and its purpose is to create an adequate image of the person or organization, respecting its essence and qualities, but also working on the areas of opportunity with physical, professional, verbal, visual appearance, etc., in order to create an image of credibility, trust and responsibility to the public.
The elements and aspects that intervene in the creation and extension of the Public Image are very diverse and involve a detailed investigation of historical information that allows to identify what the present situation is due to and from this to be able to develop the answers or solutions.
The really important thing is to remember that the Public Image must be attached and built from the practice of values. The current trend shows a false and hypocritical Public Image that seeks to achieve its mission at the expense of whatever it is, although for that it has to lie and slander, that is not the foundation and origin of the true Image.
The real Public Image consists of historical and relevant data to be able to find within ourselves what we are capable of reflecting to society based on sincerity and honesty with ourselves. It is about maximizing our abilities, behaviors and personality, making it empathetic and friendly towards others.
The incursion and promotion of Public Image shows and shows results from the first moment. From the beginning it is possible to see a change in certain behaviors, attitudes and the way in which things are carried out in the person or institution that puts it into practice. What is really complicated and interesting is to improve and change for the better, certain tastes, preferences and ideas that we know are harmful to society and to ourselves.
BIBLIOGRAPHY
- Adame, L. (nd). Public image. Retrieved on March 23, 2017, from http://www.infocip.mx/licenciaturaFlores, JD (2006). Corporate Image Manual for SMEs of Pachuca Hgo. Retrieved on March 25, 2017, from https://repository.uaeh.edu.mx/bitstream/bitstream/handle/123456789/10667/Ma nual% 20de% 20imagen% 20corporativa.pdf? Sequence = 1Gonzalez, B. (12 September 2012). How the public image is built. Retrieved on March 24, 2017, from https://biancagonzalez.wordpress.com/2012/09/07/imagologia-como-se-construyela-imagen-publica/Gordoa, V. (2006). Imaginology. Mexico: Random House Mondadori.Guzmán, A. d. (2013). Corporate Image and its importance for organizations in print management. Retrieved March 25, 2017, from http://132.248.9.195/ptd2014/marzo/304200878/304200878.pdf Izquierdo, JT(July 20, 2010). Imaginology. Retrieved on March 24, 2017, from https://imagologiajorge.wordpress.com/2010/07/20/hello-world/Lara, YL (2006). Diagnosis of the Corporate Image as a factor of change in the Organizational Development process. Retrieved on March 25, 2017, from
