Phenomenology of social image: concept, levels, structure

The purpose of this article is devoted to the concept of «social image» in the context of the latest research of socio-constructivist and phenomenological directions. The author assesses the influence nature of the social images on the society. The research of the «upsetting intentions» of social image show, that the phenomenon of «myth» is a special case of social image distortion. The author found out a radical difference between the myths genesis and the genesis of the meanings of social image, which has a level of E. Husserl's «pure consciousness» in his foundation. With the help of estimation of evidence level it becomes possible to dispel the myth in spite of general ontological structure of discourse of social image and restoration of deep intentional level of the image (pure consciousness). On the basis of this the author gives his own definition of a social image as an image which is conveyed in intersubjec-tive interaction of different consciousness levels and which has imperative and motivating character for account of ontological structure and the ability to convey a feeling of evidence. In accordance with the levels of perception and phenomenological reduction the author singles out a structure of social image and estimates how these levels of perception influence a society. The results of this research can be used in the sphere of social construction, in particular they can enable to estimate social problems and educational systems. In the end the author comes to the conclusion that it is necessary to realize the conceptions of «life-world» of Husserl as a society in which the intersubjective structures have a level of «a lonely spiritual life». The author considers that it is necessary to do this cause of nega tive aftermath of mythologization of society and unavoidable social problems which are the result of reduction of the level of intersubjective structures. The author believes that it is possible to realize «life-world» through the reform of educational system.