Mechanisms of the authority's image formation

The article deals with mechanisms of the authority's image formation and contradictoriness of the process. The undertaken study shows that without theoretic research of the specific features of the current Russian authority and comprehension of the historic nature of the government and its power-holding structures it is impossible to learn how people take the authority and what authority image is shaping in the mass consciousness. The authority's image is intentionally forming by means of social conscious manipulation, political propaganda, political marketing, political and electoral communication technologies. The range of problems under consideration is of the many-sided nature.