Image as an aspect of institutionalization

The study contributes to the development of an information approach to the content of the term “social institution”. The informational approach to understanding a social institution is based on cognitive and communicative processes that construct society. A significant role in institutionalization is assigned to the symbolic component. The author considers the figurative aspect of institutionalization. The image is considered based on the semiotic tradition of its interpretation as a sign indicating an object by virtue of similarity with it. The attributive characteristics of the image are the metaphorical expression of imagery and the double signification of the referents already mentioned once. Based on the philosophical analysis of the classical works of P. Berger, T. Lukman and J. Searle on the construction of social reality, the author clarified the role of the image in institutionalization, proposed a model of image transformation in this process. The general logic of image transformation in institutionalization includes habitualization (erasure) of a metaphor explaining elements of social reality to an individual, then a new stage of figurative metaphorization in the procedure of double, triple, etc. attribution at the levels of typification and legitimation in order to create a consistent semantic universe and, finally, the subsequent objectification of these subjective images at the level of reification.