The game approach of image formation in the context of social-cultural character of the individuality

The article deals with game approach of image formation as social-cultural character of an individuality. The process of image formation is analized in symbolic, mythical and game aspects. The notion of mask-image is adduced in the article, it includes the whole complex of expressive means, which can be used in communication. The author uses roleplays and different ways as a form and a model of influence on people with the purpose of creating and correcting personal image. The article suggests the technology of construction of individual image by means of effective analysis method, adopted from the work of the actor on the play.