The Potential of Domestic Political Unity in the Reputational Dimension of the Image of Power: The Psychological Aspect

The article describes psychological features of reputational image of Russian power in general and regional executive power. We consider the possibility of using the power reputation potential as a value basis for increasing internal political unity of power and society, which helps to overcome the alienation between them, in the context of the state national security policy strategy implementation. The article presents the results residents of the Russian Federation perceptions research with the psychological dimension of power reputational image perception considering such parameters as attractiveness, power and activity, as well as analyzing the unconscious and rational elements. It is shown that Russian and regional executive power looks rather attractive (а positive reputation image), however, has its own characteristics. The Russian power in general is perceived as strong and active (the position in the international arena), passivity is noted in situations related to interaction with people (domestic policy issues). The regional executive branch is perceived as weaker, more dependent and passive. It is noted that the study of the Russian power reputation represents interest in the light of the constitutional consolidation of a unified system of public authority, which involves the coordinated action of different levels of government as a whole for the benefit of citizens.