This article aims to operationalize the concept of image. This concept is commonly used in the theory and practice of the applied social communications, political consulting, public relations. The author considers the social and psychological nature of image, its parity with the category of opinion, image subjects and objects, properties and characteristics, structure and functions in communicative processes. The author refutes an understanding of the image as the artificial product imposed on audiences by means of external influences. Finally, the author discusses the duality of image as the process and the result of the social communications.

Keywords: image, opinion, information, social communication, image-making