| Summary: | <p class="101">The article comes back to the problem of the image of the head of Internal Affairs bodies at the macrolevel, meaning in the public view. The nature of image formation is shown, and its current state is described. The image of the head of Internal Affairs bodies was studied on the basis of content analysis. The selection included newspaper publications for 2014. The research technique is described and explained in the article. The positive and negative features of image of the head mentioned in the publications are provided in the article, their quantitative and ratio characteristics are specified. Comparison of the analysis units at three levels was conducted: federal, regional, and district. The objective as well as subjective and estimated features mentioned in the published articles helped identify the gap between the image of the head at macro and micro-levels. A number of conclusions of scientific and practical character have been drawn, in particular possible consequences of the current situation.</p>
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