| Abstract [eng] |
Nogovernmental organizations’ image as simbolic capital Viktorija Voitechovič Summary The object of the current work is the image of nongovernmental organizations. The goal is to analyze and present the image of nongovernmental organizations as an element that influences other organizations’ resource quantity and the ability of conversion to the symbolic capital. To achieve the main goal of this paper work, certain tasks are revealed; to present a theory social capital image conception, describing the organizations as a social net; to present the mentioned analysis using A. Keller and I. Trimurich adopted matrix evaluation model method; to clarify the image impetus on organization’s other resources quantity and the opportunity to convert the latter. For realizing these tasks of this work such results were achieved: the presentation and grounding of a theory social capital image conception, describing the organizations as a social net, two organizations’ image research analysis obliging to measure and evaluate organizations’ symbolic capital and its’ impetus on other organizations’ resources quantity and the opportunity to convert the latter. In this paper work there are used publication analysis, questioning and image analysis matrix model methods. The analysis of nongovernmental organizations’ image is provided by A. Keller and I. Trimurich adopted image evaluation matrix model - Mc Kinsey matrix analogue. For achieving the goal, realizing the tasks and to obtain results, there were chosen two nongovernmental organizations: the largest umbrella type nongovernmental youth organization and the middle but the most active one, that is addressed to the Russian youth in Lithuania. The importance and newness of the work is undoubted. Nongovernmental organizations play a great role in the context of nowadays developing public society. Its’ effective work is a guaranty of the public state. That is why the organization image connecting the public relations and communication is of a vital priority. This paper work tries to reveal the part that image takes in the organization work, also its’ place maintaining and developing the symbolic, social capital and its’ evaluation and conversion. It is one of the first works on that topic, connecting theory of management and communication studies using methods of analysis and matrix model presents the object, mentioned earlier. As image is the important part of every organization work, that influences the resources and its’ conversion opportunity, we believe, that the analyzed topics are helpful for the development of communications and public relationship studies. Both, the matrix model based and theory analysis discussed have proved closed relation between the image and other organization resources, i e. the image influences organization’s other resources quantity and the opportunity to convert the latter. It goes without proving, that the tendency of the symbolic capital development establishes the successful work areas. |
