| Abstract [eng] |
Social work not only solves individual problems, but also implements the provisions of the state social policy. Recently it was stated that the activities of social workers in the context of other professions are underestimated and not considered important. The daily changing social situation poses new challenges to the profession of social worker. According to researchers, the media play an important role in informing the public and shaping public opinion. Therefore, the media can contribute to the positive formation of this image and the growth of the prestige of the social worker's profession by encouraging young people to study social work, improving public confidence in the social services provided and the social workers who provide them. The study revealed that: social workers value their career choices positively. In their opinion, the values of confidentiality, respect for human dignity and promotion of personal independence are especially important for the improvement of the image of a social worker. The principles of respect for the individual, confidentiality and recognition of the uniqueness of each individual are also important. The participants of the study emphasized the negative public attitude towards the profession of a social worker and the importance of the media for the public attitude towards the profession of a social worker. The interest of social workers in the media is limited to online portals, social networks and television. Information about social work is most often found on social networks, but it is on social networks and television that negative images of a social worker are most often seen. It has been found that revealing the image of a social worker in the media usually involves an exemplary strategy of creating an image of an exemplary person and a strategy of persuasion when trying to please others. The roles of social worker mediator, representative, coordinator, case manager are revealed. To improve the image of a social worker, it is suggested to provide positive examples of social work on television and social networks. Differences in the opinions of the study participants were influenced by their age, length of service and qualification. Analyzing 2021 periodicals, it was found that the following values of social work are most often revealed in publications: dignity, human dignity, promotion of personal independence, knowledge sharing, personal growth and development, and professional responsibility. These values are reflected in the provision of transportation, cleaning, assistance, food removal, child care, assistance to the disabled and the family, support campaigns and volunteering. In addition to the positive portrayal of the social worker in the press, a negative image is also described, describing scandalous, conflicting situations. |
