Image of a head of municipal formation: experience of sociological research

The article presents the results of the survey “Formation of image of a municipality head" carried out in Belgorod region (October, November, 2013). The author highlights the need for a theoretical analysis of the image. An original definition of a municipality head’s image concept is introduced by the author for the scientific use. It is proved that the image of the head of municipal formation should be considered as a stereotype image of the official performing the duties of local authority in the field of representative or executive and administrative powers, who is endowed with values that are relevant to the object of influence (a perceiver).