Abstract: In modern informational society image has become not only an attribute of public confidence in government, but also an indispensable tool in the implementation of policy plans and programs. Nowadays, gaining a positive image is one of the main tasks of any public authority, especially for such a socially important and meaningful as the Ministry of Education and Science. And here it should be noted the special role of the media in shaping the image of executive authority.
Key words: image, the Ministry of Education and Science, the public’s trust, content analysis, frame analysis, access to information.
Rhetoric and Communications E-journal, Issue 17, April 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464