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Theoretical Approaches to The Formation of The Political Image of The
Civil Service in Foreign Countries and Uzbekistan
Navruz Bekmurodov
Doctoral student of the Academy of Public Policy and Administration under the President of the Republic of Uzbekistan
A R T I C L E I N f
О
Article history:
Submission Date: 14 June 2025
Accepted Date: 10 July 2025
Published Date: 12 August 2025
VOLUME:
Vol.05 Issue08
Page No. 13-28
DOI: -
https://doi.org/10.37547/social-
A B S T R A C T
This article provides a theoretical examination of the concept of the
political image of the civil service, the stages of its development, and its
importance in society. Based on the experiences of European countries
(United Kingdom, Germany, France) and Eastern nations (Turkey, Japan,
Singapore), it analyzes approaches to personnel policy and public
relations. The article also explores the reforms implemented in
Uzbekistan's civil service, the stages of political image formation, and
theoretical approaches to increasing the attractiveness of public service
careers.
References: -
Image, political image, image formation, attractiveness,
personnel policy, international experience, public relations, public
service, civil service, political image of the civil service.
INTRODUCTION
Uzbekistan is undergoing a period of profound
reforms, modernization, and rapid development.
Today, the country is experiencing deep
transformation, technological advancement, and
dynamic socio-cultural change. In this context, the
main task of state policy
—
alongside serving the
general well-being
—
is to preserve national unity,
freedom, and equality, while strengthening
harmony and peace within society.
The civil service, as an integral part of the social
structure, holds particular importance due to its
responsibility to overcome unique challenges and
act as the primary executor of state policy. Its areas
of activity, organizational structure, operating
principles, constant adaptability, and capacity to
effectively and efficiently respond to public
expectations all contribute to elevating the
political significance of this sector. These aspects
are also reflected in the Law of the Republic of
Uzbekistan No. 788, adopted on August 8, 2022.
According to this legal document, the civil service
is regarded as an essential safeguard in addressing
numerous complex issues emerging in society and
is tasked with responding to “the constantly
evolving demands of citi
zens.” In this way, the civil
service is recognized not only as a fundamental
pillar of the state, but also as a decisive institution
that ensures stability and progress within society.
The political image of the civil service is one of the
key structural factors that ensures consistency
across various spheres of public life, the stability of
the system of power, and the implementation of
public administration in a pre-planned manner.
Studying the issue of image in the field of public
administration primarily requires analyzing the
image of state bodies, civil servants, or officials as
a complex and multifaceted process. This image is
formed in the minds of the public or citizens who
utilize public services and has a significant impact
on their trust in and attitude toward the state.
The concept of image is not limited to visual
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appearance alone. It also includes the image of
activity as shaped in public consciousness. In this
context, the terms “image” or “perception” are
used in a broad sense
—
they encompass the
organization’s representation in the public
imagination, its moral character, professional
performance, and the overall way it is accepted
within society.
I. FORMATION OF THE CONCEPT OF THE
POLITICAL IMAGE OF PUBLIC SERVICE AND
CIVIL SERVICE
1.1. Initial Theoretical Approaches to the
Political Image of Public Service
Public service, which is essential for maintaining
stability and systematic continuity in the life of
society, appears not only in terms of its content and
essence but also as a fundamental condition for the
existence of the state and the formation of its
administrative structure. In other words, public
service is not merely practical activity but also
represents a specific structural and social
foundation of the state. It is worth noting that our
homeland is one of the earliest places where
theoretical approaches to public service and public
servants, as well as people-oriented practical
experiences, were initially formed and developed.
According to historians, the Avesta contains terms
that describe the governance of the state and
society, indicating a clearly regulated social
structure. Sources note that society was divided
into four main groups: priests and warriors, who
played a significant role in public service;
craftsmen and artisans; farmers and herders;
nobles and merchants. The texts of the Avesta
emphasize the role of these four groups in social
life and their importance in ensuring social
stability and progress. This structure was
connected not only to economic and occupational
differences but also to public administration,
moral leadership, and the ethical values of society
[1].
Eastern thinkers such as
Abu Nasr al-Farabi, Abu
Rayhan al-Biruni, Ibn Sina, Yusuf Khos Khajib,
Nizam al-Mulk, Unsur al-Ma'ali Kaykavus, Amir
Temur, Jalal al-Din al-Dawani, Alisher Navoi,
Husayn Vaiz Kashifi, Zahir al-Din Muhammad
Babur, and Samandar Termizi extensively studied
the early concepts related to public service. In
particular, the great Eastern philosopher Abu Nasr
al-Farabi considered a number of criteria that
define the image and essence of a public servant to
be essential. These criteria in Farabi’s doctrine are
important not only as personal virtues but also as
values that shape the political image of public
service.
According to Farabi, a servant (the ruler of the
virtuous city) must naturally possess twelve traits
or virtues. First, he must be physically healthy and
capable of performing his duties freely. Second, he
should be intelligent and quick to comprehend
speech and situations. Third, he must have a strong
memory and not forget what he sees or hears.
Fourth, he should be sharp-minded and insightful.
Fifth, he must be able to express his thoughts and
ideas clearly. Sixth, he should be eager for
knowledge and never tire of studying. Seventh, he
must know how to control his desires and avoid
indulgence. Eighth, he must be truthful and just,
with a strong aversion to lies. Ninth, he should be
honorable and strive toward noble goals. Tenth, he
must not be attached to wealth or pursue material
gain. Eleventh, he must be inherently just,
detesting oppression and tyrants, and be a
promoter of justice. Twelfth, he should be resolute,
persistent, courageous, and brave in implementing
necessary measures, never allowing fear or
hesitation to deter him [2, pp. 159
–
160].
Yusuf Khos Khajib
, in his “Qutadghu Bilig”,
outlines the moral and ethical foundations of
public administration. According to him, any
leader within the state
—
be it a king, vizier, or
official
—
must serve the interests of the people
and adopt the principle of justice as the core
criterion of governance. The following couplet
from the work conveys this very idea:
“The ruler is bound by the rights of the people,
And the people are bound by the just rule of the
ruler.” [3]
These two lines express a high moral standard of
mutual responsibility and trust. Yusuf Khos Khajib
regards the ruler as a servant of the people and
emphasizes that a leader must protect the rights of
the population and govern with their consent. His
views are directly relevant to the political image of
public service in modern governance. When
citizens perceive a civil servant not merely as an
official, but as someone who upholds justice and
serves the interests of society, public trust, respect
for state service, and the legitimacy of governance
increase. This influences not only the personal
image of the civil servant but also the institutional
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image
—
that is, the overall political image of the
state.
During the rule of the Ashtarkhanid dynasty in the
Bukhara Emirate, Samandar Termizi, in his work
“Dastur al
-
Muluk”, analyzes the causes of crises
that occurred in the central administration of the
state. He identifies the primary factors as, first,
internal conflicts among the nobility serving in the
civil service, and second, flaws in the appointment
and selection of officials in state governance. He
also points to the lack of adherence to discipline
and regulations within this sphere. Addressing the
ruler
—
the amir
—
the author emphasizes that
selecting qualified civil servants and establishing
order and discipline among them must be regarded
as a top priority and a fundamental condition for
strengthening the central government. He writes:
“My dear, choose your officials from among the
noble, virtuous, conscientious, and high-minded
individuals. In selecting your officials, avoid those
of low origin, the unscrupulous, the deceitful, and
the treacherous. If the people around you
—
your
officials
—
are noble, intelligent, and high-minded,
the secrets of the homeland will be safeguarded,
your people will always be protected, and no one
will suffer harm”. [4, pp. 73–
76]
The author's views remain relevant today and are
recognized as a decisive factor in restoring public
trust in government institutions and shaping a
positive political image of the civil service in the
eyes of citizens.
Several scholars in Western countries
have also
advanced early theoretical perspectives on the
political image of public service. In particular,
during the development of absolutism in sixteenth-
century France, the concept of services communs
(common services) began to be increasingly used.
During this period, terms such as intérêt public
(public interest) and service public (public service)
acquired a prominent place in legal and political
discourse and gained concrete meaning. Especially
during the period of state policy led by Jean-
Baptiste Colbert, the concept of public service
expanded beyond its traditional scope of military,
financial, and judicial authority to include social,
cultural, and economic spheres as well [5, p. 11].
This expansion laid the groundwork for redefining
the state’s obligations to society in a new way.
The renowned Scottish economist and philosopher
Adam Smith, in his seminal work “An Inquiry into
the Nature and C
auses of the Wealth of Nations”
(1776), asserted that state authority must fulfill
the following three essential functions: 1) Protect
society from violence and external invasion. 2)
Safeguard every citizen from injustice and
oppression.
3)
Establish
and
maintain
infrastructure and institutions that are necessary
for the benefit of society but which cannot be
effectively provided by private individuals driven
solely by personal interest.
According to him, “Every man is, no doubt, by
nature, first and principally recommended to his
own care; and if his reward is to be the same
whether he does or does not perform his duty, it is
natural that he should neglect it altogether, or, at
most, perform it in a careless and hasty manner,
especially if there is little c
hance of punishment.”
[6, p. 426]. Through this statement, Adam Smith
emphasizes the human inclination toward ease in
fulfilling duties and highlights the necessity of
control and incentive mechanisms in the
performance and responsibility of civil servants.
He acknowledges that an effective public
administration requires a proper balance between
wages, discipline, and supervision. In this context,
a civil servant is not merely an administrative
executor but appears as a dedicated individual
accountable to the public, and bearing both legal
and moral responsibility. This serves as a decisive
factor in shaping the positive political image of
public service.
The theoretical consolidation of the concept of
public service dates back to the early twentieth
century. This process is associated with the
Bordeaux School (École de Bordeaux) in France,
and with legal scholars such as Léon Duguit, Roger
Bonnard, and Gaston Jèze. According to their
doctrine, public service is not merely an
administrative function, but a central concept that
forms the core of administrative law and even
constitutes the moral and legal foundation of the
state itself [7, pp. 106
–
108].
The concept of public service developed during the
formation of capitalist society as a means to
safeguard the interests of the ruling class
—
the
bourgeoisie
—
in the public sector and to stabilize
capital accumulation. As the necessity arose for the
state to assume certain functions within society,
the practice of providing specific services by the
state emerged.
The state, as the political expression of the ruling
class, began to institutionalize its functions on a
societal scale in the form of public services. Under
such conditions, the terms “state activity” and
“public service” began to be used interchangeabl
y.
In this process, public services were shaped not as
entities subject to market competition, but as
mechanisms aimed at preserving social balance,
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reinforcing state authority, and ensuring state
activity. In addition, through public services, the
state began to perform not only governance
functions but also those of supervision and
redistribution.
In the United States, significant reforms
concerning the criteria for public service and the
activities of civil servants were implemented at the
end of the 19th century. By the 20th century, the
public service system and the image of the civil
servant had taken shape, and the issue of
improving the system began to be treated both as
an efficient sector and as a subject of academic
research. On this basis, university-level courses in
“Public Administration” were introduced in
American higher education institutions.
In the United States, Frederick Taylor is recognized
as the founder of scientific management theory. A
prominent member of the American Society of
Mechanical Engineers, Taylor devoted particular
attention in his theories to structuring public
service and the role of civil servants as the most
efficient and respectable system for society,
grounded in scientific principles. He emphasized:
“The remedy for i
nefficiency lies in systematic
management… The best management is true
science; it must be built upon clearly defined laws,
rules, and principles.” [8].
The renowned American political philosopher
John Bordley Rawls argued that the foundation for
building a stable society and fostering trust in it
lies in establishing just rules within state
institutions and adhering to them faithfully. He
stated: “A cruci
al feature of the concept of justice is
that it must generate its own support. Its principles
should be such that, when embedded in the basic
structure of society, they inspire in individuals a
corresponding sense of justice and a desire to act
in accordance with those principles. In such a case,
the concept of justice can be considered stable.” [9,
p. 119].
German-American philosopher and political
theorist Hannah Arendt, in her essay “Lying in
Politics”, noted: “Half of politics is the art of
creating an image; the other half is getting people
to believe in it.” [10, p. 10]. She warned that in a
fully developed bureaucracy, citizens may become
disillusioned with civil servants and begin to
perceive them not as active defenders of public
interest, but as unaccountable mechanisms. She
wrote: “In a fully developed bureaucracy, there is
no one left with whom one can lodge a complaint,
on whom the pressures of power can be exerted.
Bureaucracy is a form of government in which
everydiv is deprived of political freedom and the
capacity to act.” [11, p. 81].
From the above, it becomes clear that civil servants
are not only responsible for legal and
administrative duties but also bear political and
moral responsibility before society. One of the
most contested and complex aspects of public
service lies in defining the boundaries between
duties and authority. This is because citizens’
perceptions of the state are shaped precisely by the
extent to which these boundaries are respected, as
well as by the civility, cultural competence, and
professional skill of civil servants.
In our view, civil servants represent a distinct,
capable social class that carries out public
administration as a form of state management.
Therefore, shaping the image of public service
cannot rely solely on appearances or public
relations strategies. Rather, it must be grounded in
the civil servant’s conscientious, legally sound, and
highly
professional
fulfillment
of
their
responsibilities. Image is, above all, the result of
trust, respect, and social acceptance.
1.2. The Emergence and Developmental Stages
of the Concept of the Political Image of the Civil
Service
The image of the state on the international stage
reflects its political, economic, and cultural
prestige; however, its internal foundation is the
image of the civil service. While a country is
recognized abroad through diplomacy, foreign
policy, and international public relations, its
domestic population primarily perceives the state
through the services delivered by civil servants.
Therefore, the professional conduct, ethical
integrity, and efficiency of civil servants constitute
a core component of the state’s overall image.
Trust in the civil service, its transparency, fairness
toward citizens, and the quality of service
provision directly influence public perception and
confidence. A positive image of civil servants
strengthens trust in the entire system of public
administration, helps dispel negative stereotypes,
and plays a vital role in engaging the public in state
reforms. Hence, the image of the state is shaped not
only through foreign policy but also through civil
servants who reflect the quality of domestic
governance.
The roots of the civil service system trace back to
the earliest political governance practices and
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public institutions in the history of human
civilization. As the political sociologist Max Weber
emphasized, the primary feature of state authority
is its “monopoly on the legitimate use of physical
force,” which is exercised on behalf of society and
was historically first manifested through the
military and the police [12].
Weber’s concept of the state as the holder of the
monopoly on violence holds a significant place in
twentieth-century legal and political philosophy.
However, such a narrow definition does not fully
capture the real social role and significance of the
civil service. In fact, the broader idea of serving the
public emerged much earlier in other professions
and contexts: for instance, in Athenian democracy,
public advisors known as dêmosioi; in the Roman
Republic, public slaves referred to as servi publici;
in imperial China, civil servants known as
mandarins; and in European royal and imperial
courts, a variety of officials. Although their social
status ranged from slaves to hereditary nobility,
they all shared a common purpose: to meet societal
needs and perform public services under the
authority of the state.
This historical continuity illustrates the roots of
today’s concept of modern civil service. More
importantly, it demonstrates that the political
image of public service
—
meaning the perception
of civil servants by citizens as individuals working
for the public good
—
is a continuation of a long-
evolving tradition of social thought.
In the early 19th century, both the French civil
service tradition and the newly emerging U.S.
federal administration operated under a system
where administrative structures were strictly
subordinated to political power. Even in the most
routine positions, administrative bodies did not
possess independent decision-making authority.
As French jurist, politician, and philosopher Pierre
Paul Royer-
Collard wrote: “Those who clean our
streets and light our lamps are representatives of
sovereignty.” [13, p. 61].
By the mid-to-late 19th century, the idea of a
distinct legitimacy for the civil service
—
possessing a certain degree of independence
—
began to emerge. One of the founding figures in the
legal and sociological discourse on public service,
jurist Léon Duguit, conceptualized the state as “a
federation of public services designed to organize
society and ensure its functioning for the common
good.” In this framework, civil servants were not
seen as mere executors but as “individuals
participating in the implementation of services
that fall within the obligatory functions of the
state.” Limiting the technocratic implications of
this view, Duguit concluded: “If state authority
exists, it is not a right, but a duty and an obligation.”
According to him, the state derives its legitimacy
solely through the services it provides [14, p. 413].
In the United States, the legal foundation of the civil
service system is tied to the passage of the Civil
Service Act (Pendleton Act) in 1883. This law was
enacted to ensure the legal basis for the selection
of civil servants and for establishing effective
oversight of their performance. According to many
researchers, the Pendleton Act laid the legal
groundwork for the modern American civil service
system. Prior to 1883, the civil service was, as they
argue, primarily designed to serve the interests of
high-ranking officials and did not represent the
public interest [15].
Through the Pendleton Act, the principles of
meritocracy
—
entry into public service based on
knowledge, competence, and impartial selection
—
and
performance-based
efficiency
and
accountability
were
introduced.
This
transformation had not only legal implications but
also significant institutional image value. Civil
servants were now expected to be perceived by the
public not as agents of personal interest, but as
reliable and impartial individuals operating on the
basis of public approval and justice. Thus, the
Pendleton Act became a foundational legal
instrument, not only enhancing the effectiveness of
public administration but also contributing to the
formation of the state
’s positive political image
through the civil service.
During
the
era
of
Classical
Public
Administration
, the civil service was formed on
the basis of specific theoretical principles,
including stability, systematization, adaptability,
impartiality, equality, and gratuity. Bureaucratic
organization, as developed in modern capitalist
states, was designed precisely on these principles
to ensure effective public administration. This
approach relied on the idea of scientifically
grounded
management
—
most
notably
exemplified by the hierarchical and standardized
organizational structure based on the division of
labor and specialization proposed in Frederick W.
Taylor’s theory of “Scientific Management” [16, pp.
334
–
336].
Within the classical approach, the civil service is
viewed as the institutional core of the state
—
its
practical embodiment. Its activities are associated
with the state’s mission to produce and distribute
public goods and services, and bureaucracy is
considered the most effective mechanism for
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fulfilling this mission. The key values of this system
—
confidentiality, efficiency, and rationality
—
are
intended to ensure professional administration
free from political interference [17, pp. 551
–
552].
By the late 1970s
, in response to criticism of
classical public administration in developed
countries, the concept of New Public Management
(NPM)
emerged.
This
model
emphasized
efficiency, competition, decentralization, citizen-
centeredness, and the application of private sector
methods in public governance. NPM introduced
the view of the citizen as a “client,” placing
outcome-based performance and accountability at
the forefront. Since classical bureaucratic
structures were seen as rigid, unresponsive, and
ill-suited to technological change, advocates of
NPM promoted the use of market mechanisms to
improve the quality of public services.
The development of the New Public Management
(NPM) model fundamentally transformed the
concept of “services” within public administration.
The scope of public services was reduced, with
many responsibilities transferred to the private
sector or independent agencies. Values such as
service quality, accountability, and transparency
gained prominence. This transformation occurred
in stages: beginning with cost-efficiency measures
and subsidy reductions, followed by privatization,
and eventually transitioning to a quality-oriented
model of public service. As a result, the concept of
“public service” was redefined —
not merely as an
executive apparatus, but as a competitive and
client-oriented service-providing institution [18, p.
113].
From the early 2000s, the concept of New
Public Service (NPS) emerged
—
a governance
approach centered on democratic values, citizen
participation, and the humanistic nature of public
service. Proposed by B. Denhardt and V. Denhardt,
this model was formulated as a critical response to
the efficiency- and market-driven logic of NPM. It
views the purpose of government not as
controlling or steering society but as serving
citizens, protecting their rights and interests,
fostering participation, and enriching the essence
of public service with democratic consciousness
and responsibility [19, pp. 364
–
386].
According to NPS, the citizen is not a passive object
of governance but an active subject. Therefore, it is
essential to ensure citizen participation in the
development and implementation of public
policies and to solve social issues in collaboration
with them. This model incorporates contemporary
governance values such as accountability,
transparency,
collaboration,
teamwork,
restructuring, and quality. Public services can be
delivered not only by state agencies but also
through contractual arrangements with private
and nonprofit organizations.
According to the research findings, collaboration
between state institutions and society has led to an
expansion in the areas of service delivery, the
establishment of cooperation and accountability
mechanisms,
and
an
enhancement
of
administrative capacity. As a result, a previously
rigid and rule-bound state structure has become
more responsive to the needs of citizens. In this
regard, the New Public Service approach can be
viewed as a progressive methodology for shaping
a political image grounded in citizen-government
relations.
II. INTERNATIONAL EXPERIENCE IN SHAPING
THE POLITICAL IMAGE OF THE CIVIL SERVICE
2.1. The Experience of Developed European
Countries (United Kingdom, Germany, France)
The institutional foundations of the British civil
service were laid in the second half of the 19th
century, particularly between 1850 and 1870.
During this period, the system based on
inheritance or personal connections in personnel
selection was abandoned and replaced by a
mechanism of open competitive examinations. To
manage recruitment and performance evaluation
independently, a special div
—
the Civil Service
Commission
—
was established. As this div
operated entirely independently from other
administrative structures, it ensured the neutrality
and professionalism of the civil service.
One of the core principles of the British civil service
is the insulation of administrative management
from political influence. According to this
principle, public officials are divided into two main
categories: political appointees (approximately
100 individuals) and permanent professional civil
servants. The first group includes the Prime
Minister, ministers, secretaries of state, and other
officials who leave office when the government
changes. The second group consists of career civil
servants who continue their duties regardless of
changes in government. In this way, the political
neutrality of the civil service is preserved, though
civil servants do participate in preparing political
decisions. However, responsibility for the
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implementation of such policies lies with political
figures
—
ministers [20, pp. 159
–
160].
Furthermore, individuals working in ministries
and central government institutions funded by
Parliament are officially considered civil servants.
They play a key role in executing state policy,
maintaining accountability to the public, and
shaping the image of the state as an institution.
The Fast Stream program exists within the UK civil
service as a mechanism to recruit talented young
graduates into specialized areas through practical
experience and to facilitate rapid career
progression [21]. However, at the same time, there
is a noticeable trend of specialists leaving the civil
service and moving into other sectors. The primary
reason for this is the significant disparity in salary
levels between the civil service and the private
sector [22].
Currently, many civil service departments are
pursuing policies of appointing expert academics
to high-ranking positions. Nevertheless, the
demand for qualified specialists remains unmet.
This is especially evident in areas such as medicine,
mathematics,
statistics,
procurement,
and
engineering, where personnel shortages persist.
This situation highlights the need to further
improve mechanisms for attracting and retaining
highly qualified professionals within the public
service [23].
In Germany
, although the term “civil service”
(öffentlicher Dienst) is frequently used, in practice
it refers to two distinct systems: Beamte (civil
servants) and Tarifbeschäftigte (contractual
employees working in the public sector) [24]. The
Beamte enjoy a special legal status
—
appointed
for life and dismissed only in cases of serious legal
violations, such as corruption or criminal
conviction. This status originated in 18th-century
Prussia with the aim of professionalizing the public
service and ensuring justice.
Beamte are responsible for authoritative activities
carried out on behalf of the state, and in return for
their duty to serve with high loyalty, the state
guarantees them financial and social security.
Those with Beamte status receive numerous
benefits: access to private health insurance,
generous pensions, annual salary increases, and
protection against arbitrary dismissal. However,
they are not allowed to strike like regular
employees, and their working hours and salaries
are determined by law. They are also held to strict
standards of patriotism and impartiality in their
service to the state [25].
Tarifbeschäftigte refers to a category of employees
in Germany who are hired under collective
agreements (Tarifverträge), particularly in the
fields of social services and, in some cases,
healthcare [26]. Although these employees do not
hold Beamte status within the civil service system,
they still perform certain functions within the
public sector. There is no fully developed career
progression system for them, and certain legal and
institutional privileges specific to German
citizenship and Beamte status do not apply to
them.
In recent years, debates over the need to abolish or
reform the Beamte institution have intensified in
Germany. These discussions are primarily driven
by criticism regarding the numerous legal and
financial privileges granted to Beamte, as well as
concerns over the excessive number of such
officials in administrative structures. Underlying
these demands is a broader aspiration to make
public service more transparent, economically
efficient, and competitive.
Based on the information provided above, it can be
concluded that the civil service system in the
Federal Republic of Germany is a highly regulated
and well-organized framework in which powers
are distributed in accordance with different
administrative
levels.
This
institution
is
considered a prestigious field, as only candidates
with proven knowledge and successful outcomes
are selected through a multi-stage recruitment
process. Additionally, the system is supported by
merit-based principles and public oversight, with
particular attention paid to informing citizens
about the procedures and standards of joining the
civil service.
In France
, civil servants are regarded as
individuals who serve in all levels of state
institutions
—
both in the capital and in local
territories
—
across the legislative, executive, and
judicial branches. In addition, under the provisions
of the 1984 law, a distinct corps of civil servants
was also established within the system of local
authorities. Each public legal entity
—
whether a
state div or a local community
—
functions as an
independent employer, and the legal status of its
employees reflects certain unique characteristics.
All civil servants are divided into two main
categories. The first includes civil servants within
the state administration, local communities, and
public institutions (including teachers and medical
professionals); the second comprises military
personnel, judiciary staff, and parliamentary
employees [27, p. 103].
France’s strong civil service traditions and the high
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quality of its public services serve as a solid
foundation for the country's economic growth,
international competitiveness, and investment
attractiveness. Preserving and strengthening this
capacity is particularly vital today, in light of
demographic changes, the advancement of digital
technologies, and increasing global competition. In
this process, the cooperation between the public
and private sectors, with each playing its distinct
roles and leveraging its capabilities, is of central
importance. The effectiveness of public service in
France is a decisive factor in achieving positive
economic outcomes, particularly in terms of job
creation and labor market dynamics.
It should be noted, however, that many regional
government institutions and human resource
officials are currently facing serious challenges in
recruiting civil servants. This issue is not limited to
France, but is also observed in other leading EU
countries
—
particularly the United Kingdom and
Germany. According to researchers, addressing the
problem requires solving five key challenges:
–
Creating competitive working conditions;
–
Strengthening the image of public service as a
profession;
–
Promoting public service careers among youth;
–
Expanding internal motivation and opportunities
for professional growth;
–
Improving mechanisms to retain talent.
Additionally, to enhance the attractiveness of
regional organizations as employers and retain the
workforce,
three
practical
directions
are
recommended:
1. Enhancing the reputation of local institutions
as employers by shaping a positive image of public
service;
2. Expanding outreach and information about
public service careers, particularly to youth;
3. Creating competitive conditions and a positive
work environment to retain current employees
and attract new ones.
By implementing these solutions, public service
can become more efficient, competitive, and an
attractive career path for younger generations
[28].
2.2. The Experience of Modern Eastern States
(Turkey, Japan, Singapore)
The global transformation processes currently
underway have had a direct impact on the public
administration system of Turkey. As in other
countries, Turkey's administrative system has not
been shaped by the direct adoption of foreign
models, but rather through their adaptation to the
country’s unique historical and social context. This
is because any developed tools or methods must
first be applied
to the country’s existing
institutional structure before being introduced
into practice.
In
analyzing
the
evolution
of
Turkey’s
administrative structure, Metin Heper drew
particular attention to the role of bureaucracy and
described the public administration system
through the concept of a “state tradition,”
evaluating existing political, social, cultural, and
historical
conditions
as
critical
variables.
According
to
Heper,
Turkey’s
public
administration has developed its current structure
based on models from both the Ottoman period
and the early years of the Republic. From this
perspective, the current restructuring of public
administration continues to be built on this
foundational model, adapting to changing
conditions [29].
In the early 2000s, the process of reorganizing
public administration in Turkey emerged not only
as an administrative undertaking but also as a key
element in shaping the country’s political image.
Through the 2002 “Action Plan for Enhancing
Transparency
and
Developing
Efficient
Gover
nance in Turkey,” key criteria such as
efficiency, transparency, accountability, and
administrative capacity were placed at the center
of public administration’s image policy. Within this
framework, broad reforms were implemented to
define performance standards in civil service,
reassess
the
relationship
between
public
institutions and civic structures, ensure citizens’
right to access information, and strengthen local
governance
—
ultimately enhancing the credibility
of the state apparatus in the public eye [30, pp. 13
–
47].
This action plan later served as the foundation for
a series of legal reforms aimed at restructuring
public administration. One of the most significant
among these was the 2003 Law on the Basic
Principles
and
Restructuring
of
Public
Administration. This law sought to clearly define
the roles and responsibilities within the
institutional system of governance and to establish
an appropriate distribution of duties between
central and local authorities [31]. These
developments, in turn, contributed to increasing
the efficiency of the civil service, ensuring greater
transparency and accountability, and thereby
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supporting the formation of a positive political
image of public service. The reforms expressed a
strategic effort to redirect the work of civil
servants toward public interests, improve service
quality, and shape the perception of the state as a
trustworthy, modern, and active administrative
actor.
From this perspective, Japan’s experience is
particularly noteworthy. The widely known
Japanese aphorism “Wakon Yōsai” —
translated as
“Japanese spirit, Western learning” —
is
considered a formula for Japan’s modern
development: the ability to preserve traditional
national values while adopting the advanced
achievements of Western civilization. In the realm
of civil service, Japan has developed a set of
distinctive
principles.
Personnel
policy
emphasizes gradual, step-by-step advancement
through the ranks. For example, it is not possible to
be appointed as a deputy department head at the
age of 30. The principle of “from rank to rank” in
Japanese
civil
service
prevents
such
“leapfrogging,” ensuring that positions are closely
linked to age and work experience, thereby
preserving systemic stability. Japanese society
prioritizes preventing the participation of
unqualified,
inexperienced,
or
incapable
individuals in public administration [32, p. 106]. As
a result, the civil service sector is highly regulated
and
integrated,
contributing
to
effective
governance.
In recent years, Japan has attracted significant
international attention for its remarkable
economic achievements. Some scholars attribute
this success to distinctive features of the Japanese
political-administrative model, particularly the
efficiency of its bureaucratic apparatus. For
instance, Harvard University sociology professor
Ezra Vogel, in his influential book Japan as Number
One: Lessons for America, describes Japanese
bureaucracy as a system staffed with highly
qualified personnel, devoted to tradition, and
deeply conscious of responsibility. According to
him, these are precisely the qualities lacking in the
American bureaucratic system [33].
The unique structure of Japanese bureaucracy has
been shaped primarily by national mentality and
culture. Its effectiveness is closely tied to
traditional
Japanese
virtues
such
as
industriousness, collectivism, respect for social
reputation, pursuit of harmony in interpersonal
relations, and the cultural principle of continuous
self-improvement (kaizen). These traits ensure the
discipline, loyalty, and stability of the system,
making Japanese bureaucracy not merely an
organizational mechanism but a culturally rooted
instrument of societal order.
As a result, the political and social image of the
Japanese civil service holds high prestige and is
viewed by society as a trusted and respected
institutional symbol. Bureaucracy in Japan is not
simply an administrative structure; it is seen as an
impartial, efficient, and responsible model of
public service capable of responding to citizens'
needs. In this sense, the Japanese experience
demonstrates that the integration of cultural
values and professional standards can serve as a
strategic foundation for shaping a positive image of
the civil service.
Although Singapore’s civil service was formally
established in 1955, its roots trace back to 1819,
when the British founded a trading post on the
island. The gradual introduction of local self-
governance and the country's independence in
1965 did not directly shape the structural
framework of its public service. However, after
1990
—
following the disciplined and centralized
system under founding Prime Minister Lee Kuan
Yew
—
significant institutional reforms were
implemented through the introduction of a more
efficiency-
oriented model known as the “Lee
Order,” which moved closer to the principles of
democracy [34, p. 240].
Today, Singapore’s civil service is recognized as
one of the most efficient and highly regarded
public administration systems in Asia. This
efficiency is closely linked to the strict discipline of
civil servants, their strong sense of responsibility,
a deeply ingrained work ethic, and notably low
levels of corruption. Public servants are selected
based on meritocracy
—
that is, according to
knowledge, qualifications, and competence. Their
skills are continuously developed through regular
training, and dedicated programs aimed at
improving service quality are consistently
implemented.
Singapore’s political lead
ership demands constant
pursuit of excellence in public service. The role of
civil servants is not merely to execute government
policy but to implement it at the highest level of
effectiveness. This process is supported by the
country's compact geography, a clearly defined
and long-term planning strategy, a highly
respected administrative apparatus, and strong
public trust. As a result, Singapore’s civil service
has become not only a model of effective
governance but also an institution with a highly
esteemed political image in the eyes of the public.
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Its influence stems from a results-oriented
approach and a deep commitment to meeting
citizens' needs.
In our view, Turkey’s administrative restructuring
process, alongside bureaucratic reforms, has
focused on strengthening the image of public
service
—
emphasizing
transparency,
accountability, and service quality to enhance
public trust and openness. In contrast, the stability
and prestige of the civil service systems in Japan
and Singapore rest primarily on national culture
and strict discipline. Moreover, the adherence to
meritocracy
—
fair selection based on knowledge,
ability, and hard work
—
has served as a decisive
factor in ensuring the effectiveness of these
systems and earning the trust of the public.
III. THEORETICAL APPROACHES TO SHAPING
THE POLITICAL IMAGE OF THE CIVIL SERVICE
IN UZBEKISTAN
3.1. Stages in the Formation of Uzbekistan’s
Political
Image
During
the
Years
of
Independence
Following its independence, Uzbekistan quickly
secured a respected place within the international
community and established close cooperative
relations with many countries and prestigious
international organizations. The country came to
be recognized as a young and promising state.
Over the past 34 years, Uzbekistan’s in
ternational
image has evolved gradually. While the country’s
achievements in political, economic, social, and
cultural spheres have had a positive influence on
its image, certain events have negatively impacted
it as well. Taking these dynamics into account, the
formation of Uzbekistan’s political image on the
global stage may be conditionally examined in
three phases:
The first phase
spans from the achievement of
independence in 1991 to 2005. During this period,
Uzbekistan was recognized by the international
community as a newly independent state. It
pursued an active foreign policy and made
constructive
proposals
on
global
issues,
positioning itself as a youthful and proactive
country with growing international standing.
The second phase
covers the period from 2005 to
2016, during which various internal political,
economic, and social challenges negatively affected
the country’s political image. Following the 2005
Andijan events, the international media’s one
-
sided coverage significantly damaged Uzbekistan’
s
global reputation. As a result, the “Cotton
Campaign” initiative led to a boycott of the
country’s cotton exports based on allegations of
forced labor. This, in turn, led to increased
restrictions and censorship concerning foreign
media access.
The third phase
extends from 2016 to the
present. In this phase, strengthening Uzbekistan’s
positive external political image has become one of
the core priorities of state policy, and numerous
reforms have been initiated. Notably, the Action
Strategy on Five Priority Areas for the
Development of the Republic of Uzbekistan in
2017
–
2021, adopted in 2017, outlined key
objectives: reinforcing state independence and
sovereignty; enhancing Uzbekistan’s status as an
equal subject in international relations; securing a
worthy position among developed democratic
states; fostering an environment of security,
stability, and good neighborliness; and providing
the international community with objective
information about the ongoing reforms in
Uzbekistan [35].
As part of these objectives, concrete measures
were developed to enhance Uzbekistan’s positive
reputation on the international stage and to ensure
the fair and objective evaluation of the country’s
position in global rankings and indices. In
particular, on February 25, 2019, Presidential
Decree No. PQ
–4210 “On Measures to Improve the
Position of the Republic of Uzbekistan in
International Rankings and Indices” was adopted.
This decree marked an important step in the
state's policy toward improving the country's
image.
A positive international image is a key factor in
effectively promoting national interests. It serves
as a critical condition for strengthening the well-
being of the state, achieving sustainable
development, and addressing strategic issues such
as enhancing the global competitiveness of the
national economy [36]. To this end, a draft of the
“Concept
for
Strengthening
the
Positive
International Image of the Republic of Uzbekistan”
was developed and submitted for public discussion
as part of efforts to refine and advance the
country’s image policy on the basis of a clearly
defined program.
Another factor that significantly contributed to the
improvement of Uzbekistan’s image was the
speeches and proposals delivered by President
Shavkat Mirziyoyev at the 72nd and 75th sessions
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of the United Nations General Assembly. The
President’s initiatives —
such as developing an
international convention on youth rights and the
adoption of a special UN General Assembly
resolution titled “Enlightenment and Religious
Tolerance” —
received considerable attention
from foreign media. President Mirziyoyev also
raised critical issues such as the rational use of
water resources in Central Asia, the Aral Sea
environmental
crisis,
strengthening
good
neighborly relations with bordering states, and the
situation in Afghanistan. He emphasized: “The only
way to achieve peace in Afghanistan is through
direct dialogue between the central government
and the main political forces in the country,
without any preconditions.” [37].
Furthermore, President Mirziyoyev highlighted
the need to expand the UN Security Council in line
with current global realities and expressed
support for the reform initiatives being
undertaken by the new leadership of the United
Nations aimed at improving the organization's
management system.
At the 75th session of the UN General Assembly,
Shavkat Mirziyoyev delivered a speech in the
Uzbek language. He proposed the development of
an International Code of Voluntary Commitments
of States in Pandemics. The President also stressed
the importance of addressing regional challenges
and
affirmed
Uzbekistan’s
position
that
Afghanistan should be viewed as an integral part of
Central Asia.
One of the most widely recognized achievements
has been the rapid and substantial improvement in
cooperation among the Central Asian states.
Uzbekistan’s foreign policy toward its regional
neighbors has entered an entirely new phase
—
one that unfolded in a remarkably short time and
has been acknowledged as a model example in
international diplomatic practice.
A key component of ongoing reforms is their focus
on transforming human consciousness. This
represents one of the most critical dimensions of
reform, as it is a driving force behind the creation
of a “New Uzbekistan.” The quality of human
capital forms the foundation for any process of
modernization and economic advancement.
However, this transformation cannot rest solely on
theoretical considerations or formal frameworks
—
it must be guided by compelling and inspiring
ideas. One such idea is the concept of the Third
Renaissance, proposed by the President of the
Republic of Uzbekistan.
This concept is grounded, on the one hand, in
historical memory
—
the recognition that the
territory of present-day Uzbekistan once served as
a center of science, spirituality, and culture for
world civilizations and peoples. It draws upon
national identity, moral-historical roots, and
cultural heritage. The intellectual resurgence that
occurred during the 9th
–
12th centuries
—
the
First Renaissance, known as the Islamic
Enlightenment
—
and the Second Renaissance of
the 14th
–
15th centuries during the Timurid era,
serve as its historical antecedents.
On the other hand, the Third Renaissance is future-
oriented. The 21st century is defined by
information and communication technologies,
innovation, and intellectual resources, all of which
drive global competition. Within this context,
Uzbekistan faces not only a significant challenge
but also a historic opportunity to integrate into the
leading ranks of global development. However, the
effective realization of this opportunity depends,
first and foremost, on comprehensive reform of the
education system and the development of human
capital. Only then can Uzbekistan secure a worthy
place in this new phase of national revival known
as the Third Renaissance.
Analysis shows that Uzbekistan, from the first
years of independence, defined the formation of a
positive foreign political image in the international
community as one of the priority tasks of its
foreign policy. In recent years, this direction has
become one of the strategic and priority areas of
state policy, and in order to achieve this goal,
systematic and large-scale reforms are being
implemented. The positive perception and
increasing prestige of our country on the
international stage, in turn, are being considered
as an important resource for the effective
implementation of priority tasks in the economic,
social, investment, scientific, educational, and
cultural fields. Therefore, the political image of
Uzbekistan and the rational and purposeful use of
its potential are directly related to increasing the
effectiveness of reforms in the field of state civil
service. In this direction, accelerating the activities
of state bodies, increasing the prestige and
attractiveness of the state civil service, as well as
strengthening
effective
cooperation
and
coordination mechanisms between state and
public structures are of urgent importance.
3.2. Reforms in the Civil Service and Their
Impact on Political Image
With the independence of the Republic of
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Uzbekistan, the need arose to establish an effective
civil service in the process of forming and
developing a sovereign, legal, and democratic
state. A gradual transition began from a centralized
socialist governance model to a reform-based
management system grounded in the principles of
a market economy. This process unfolded against
the backdrop of various political and economic
complexities and economic inequality in society.
While some perceived these changes as promising
reforms, others viewed them as painful and leading
toward an uncertain future.
In the early years of independence, challenges such
as inflation, a decline in production, and reduced
purchasing power of the population negatively
affected the civil service. During the gradual
privatization of state-owned enterprises, the lack
of a clear legal framework and effective oversight
mechanisms exacerbated social inequality in some
sectors and generated public sentiment marked by
declining trust in the state. Furthermore, several
issues emerged among civil servants, including a
decline in professional pride, low wages, a lack of
transparency in service activities, and uncertainty
in career progression.
In Uzbekistan, consistent efforts began to
modernize public administration and establish an
effective civil service system. In this process, the
institution of public service developed into a
comprehensive institutional structure in legal,
organizational,
and
functional
terms.
To
strengthen the civil service legally, relationships
arising in this field were regulated by the
Constitution of the Republic of Uzbekistan and
normative legal acts in administrative, labor,
financial, criminal, and other areas. This
contributed to the legal guarantee of civil service
activities in various sectors and enabled the
management of relations among civil servants
based on clear criteria.
Although a separate law on public service has not
yet been adopted, the
term “civil servant” was
officially used for the first time in the Presidential
Decree of the Republic of Uzbekistan No. 1778
dated May 13, 1997, “On Incentives for Civil
Servants’ Labor.” This governmental document
provided for supplementary payments to the
official salaries of employees in government and
administrative bodies, the judiciary, and the
prosecutor’s office, funded from the state budget.
Thus, the concept of “civil servant” was applied to
individuals working in state bodies (ministries,
state committees, agencies, state inspections) as
well as in judicial and law enforcement institutions
[38].
Another important regulatory legal document
governing the civil service sphere is the joint
decision of the Ministry of Labor and Social
Protection of the Population and the Ministry of
Finance of the Republic of Uzbekistan dated
September 22, 2003. This document approved the
Nomenclature of positions for managerial, service,
and technical staff in state and economic
administration bodies [39].
According to A.Yu. Umarov, Vice-Rector of the
Academy of Public Administration under the
President of the Republic of Uzbekistan, the main
problem in the civil service during that period was
the inconsistency of management practices, work
methods in public service, and the principles of its
formation with the ongoing transformation
processes in society and the economy, as well as
with the country’s goals for sustainable
development. The structural aspects of the
problem can be summarized as follows:
–
the absence of a systematic legislative framework
regulating the civil service and defining the rights,
duties, and social guarantees of civil servants;
–
the need to improve the concept and system for
training personnel for the civil service;
–
the lack of a system for objectively evaluating the
activities of civil servants and a differentiated wage
system based on achieved results;
–
existing human resource policy technologies do
not ensure a fully transparent and objective
process in the selection and evaluation of civil
servants [2, p. 17].
By the Presidential Decree No. PQ-24, the Concept
for Implementing Priority Areas of Reform in the
Fields of State Construction and Governance, and
Strengthening the Role and Influence of the
Legislative Authority, was approved to implement
the priority tasks and directions of democratizing
and renewing society, reforming and modernizing
the country, as outlined in the President of the
Republic of Uzbekistan’s address to the joint
session of the Legislative Chamber and the Senate
of the Oliy Majlis on January 28, 2005. The Concept
envisaged the preparation of a draft Law of the
Republic of Uzbekistan “On Civil Service,” which
was to include measures to define the legal status
of civil servants, the procedure for public service,
and
to
enhance
the
responsibility
and
accountability of civil servants.
On August 8, 2022, the President of Uzbekistan,
Shavkat Mirziyoyev, signed the Law “On Civil
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Service.” The adoption of this law is recognized as
a historic event, as it marks the resolution of an
important issue that had been postponed for
nearly 30 years. This document serves as a
programmatic guideline aimed at improving the
lives of the 35-million-strong population,
enhancing public morale, and increasing trust in
the state. The adoption of the law lays a solid legal
foundation for fully realizing the principle that “It
is not the people who should serve the state bodies,
but the state bodies that should serve the people.”
Why was there a need for this law in the first
place?
If we examine the experience of foreign countries,
their civil service laws comprehensively regulate
areas such as the training, retraining, and
professional development of civil servants,
performance evaluation, career advancement,
transitions
to
other
public
positions,
remuneration,
working
hours,
and
leave
entitlements. The adopted law aims precisely to
eliminate existing issues in these areas and to
establish and implement a unified state policy in
the sphere of civil service. The law, consisting of 10
chapters and 64 articles, defines the legal status of
civil servants, the powers within the civil service,
mechanisms for combating corruption, procedures
and conditions for entering civil service, as well as
legal and social protection norms for civil servants.
The laws and strategies being adopted play a
crucial role in shaping and strengthening the
political image of the civil service. In particular, the
Law “On Civil Service,” the “Uzbekistan –
2030”
strategy, and Presidential Decree No. PF
–
95 dated
June 19, 2025
–
“On measures to organize the civil
service based on new approaches and to form a
corps of professional and results-oriented civil
servants” –
ensure consistent reforms in the
sphere of civil service and contribute to increasing
its social and political prestige. These legal and
strategic documents, by covering issues such as the
legal status of civil servants, performance-based
activities,
transparency
and
openness
in
recruitment, adherence to service ethics, and
social protection of employees, create a foundation
for forming a positive public perception of the civil
service.
In our opinion, promoting the positive image of the
Republic of Uzbekistan on a global scale, as well as
shaping the brand of the civil service, creating a
positive image of civil servants, enhancing and
strengthening their prestige, requires the
development of a comprehensive and systematic
state policy along with consistent and long-term
efforts. At the same time, when analyzing the
efforts being undertaken in the direction of
forming a positive image of the country, a stable
and positive trend can be observed.
3.3. Theoretical Approaches to Increasing the
Attractiveness of Civil Service
First of all, if we focus on the concept of state
image, in the draft Concept for Strengthening the
Positive Image of the Republic of Uzbekistan in the
International Arena, the definition of the state
image is given as follows:
“
Image creation
is the conscious construction of
certain features and qualities of a subject that
make it attractive and appealing to society, and
allow it to solve certain political tasks (winning
elections, increasing the legitimacy of power, etc.)
with its participation” [41. p. 70].
It must be acknowledged that from the formation
of an independent state called Uzbekistan on the
world political map up to the era of New
Uzbekistan, the international image of our country
was not positive. This was primarily due to the
closed political policies pursued on the
international stage, the use of forced labor
—
especially child labor
—
in the cotton monoculture
sector, the existence of strong censorship in mass
media, the excessive influence of bureaucracy on
state and societal life, and the harsh nature of the
criminal justice system.
From this point of view, the role of public relations
in shaping the image of the state is invaluable.
Through theoretical approaches and practical
technologies in this field, it becomes possible to
shape a positive image of an organization or state
in the eyes of the public.
Researchers emphasize that “Pub
lic relations
studies a set of technologies that enable an
organization to build relationships with the public
and to create its image. The image of any
organization in the eyes of the public is the most
effective appeal in which the main ideas and
princip
les of the organization’s activity are
recorded; it reveals the individuality and
development prospects of the organization” [42. p.
9].
In this regard, Professor O. Musurmonova notes:
“Each environment has its own image. At the same
time, one should not l
ose one’s individuality and
uniqueness.” In the creation of an image, it is
certainly necessary to take into account material,
spiritual, intellectual, and visual resources. Only
after that, it is necessary to study what kind of
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leader employees desire, what kind of teacher
students prefer, or what kind of artist fans like [43.
p. 21].
The wide-ranging reforms being carried out, above
all, require every leader to work with enthusiasm,
honesty, and devotion. This, in turn, serves as an
important theoretical and practical foundation for
increasing the attractiveness of the civil service.
Because in the civil service system, the
professionalism, personal qualities, and loyalty to
the state demonstrated by managerial personnel
strengthen public trust in this service. According to
Professor A. Yuldashev, “In today’s complex
environment, amid the growing relevance of new
global threats facing the countries of the world, a
leader, as a person, is distinguished by unique
traits. In order to evaluate him as a person, it is
necessary to take into account human qualities, the
level of general knowledge, leadership skills,
leadership, systematic and critical thinking, ability
to work in a group, communication culture, as well
as the ability to creatively apply the experience of
others” [44. p. 110].
According to O. Fayzullaev, the state institution
today remains at the constant center of attention of
society and the mass media. Therefore, the political
image of a civil servant appears as the face of a
particular state div in which they operate. The
main factors that positively or negatively influence
the image of a civil servant are identified as social,
psychological, moral, and legal conditions. Each of
these factors determines the personal and
professional qualities of the employee [45].
In our opinion, having a positive reputation in the
eyes of employees is not only one of the key factors
of high morale and work efficiency, but it is also a
strategically significant element for the entire
organization, especially the civil service system. A
civil servant, through their official activities,
directly interacts with citizens and represents the
practical face of state policy and reforms.
Therefore, the internal motivation, job satisfaction,
and the external perceptions formed through civil
servants directly affect the political image of the
civil service. A corps of reputable, professional, and
reliable civil servants serves to strengthen the
state's prestige in the eyes of society.
A. Usmonova
notes: “Forming a social and political
stance, expanding mechanisms of self-governance,
and being able to respond promptly to the rapidly
changing and developing processes of today
—
are
all critical tasks in shaping the image of an
institution in society. The image of each institution
or organization is formed based on its powers and
functional responsibilities, and thus the scope of
influence and cooperation gradually expands” [46.
p. 54].
Analyses show that forming a corps of
professional, loyal, and positively reputed civil
servants plays a decisive role in ensuring the
stability of public administration and achieving a
high level of communication culture with society.
This, in turn, strengthens citizens' trust in the civil
service and contributes to increasing its
attractiveness.
CONCLUSION
At present, research on increasing the prestige of
the civil service, forming its brand, strengthening
the positive image and status of the civil servant, as
well as studying issues related to its political
image, is still insufficient. Regarding this issue, the
Decree of the President of the Republic of
Uzbekistan “On measures to organize the civil
service on the basis of new approaches and to form
a professional and result-oriented corps of civil
servants” outlines a number of systemic activities
and measures to improve the image of the civil
service and create favorable conditions for civil
servants.
Undoubtedly, there is still much to be done. In
addition to the work already carried out in shaping
a comprehensive and systematic state policy to
strengthen the positive image of the civil service,
we believe that the implementation of the
following tasks is also expedient:
Firstly
, rational use of social networks is of great
importance in forming the brand of the civil
service, creating a positive image of the civil
servant, and enhancing their status. Social
networks are an effective tool that allows direct
communication between the administration and
citizens, enables the rapid dissemination of
accurate and reliable information of interest to
users, and creates opportunities for mutual
exchange of opinions. This ensures two-way
relationships and effective public communication
mechanisms. Today, social networks have become
so global in nature that news and events spread
through them can have a serious impact beyond
the local level. The diversity of social networks
–
blogs, microblogs, social and professional
networks, social bookmarking sites, forums, and
even virtual platforms like Second Life
–
makes it
possible to select a channel that matches the needs
of interested groups. From this point of view,
public institutions and individuals responsible for
Frontline Social Sciences and History Journal
FRONTLINE JOURNALS
27
public relations need to strategically determine
which platform to participate in. This not only
serves to strengthen the image of a territorial or
sectoral brand but also helps to reduce the costs of
using traditional mass media. At the same time, a
systematic approach is required for the effective
use of social networks, which necessitates the
development of a special social media plan that
defines clear goals and priorities in the media
strategy.
Secondly
, a specific civil service organization
should be presented like a person, meaning that
people should clearly and explicitly understand
what it does. In such an approach, the main goal in
shaping the image of the civil service is to provide
the public with objective and truthful information
about the activities of the legislative, executive, and
judicial authorities as well as civil servants. This, in
turn, strengthens public trust and respect towards
the civil service.
Thirdly
, the civil service system must possess its
own reputation like corporations. That is, it must
regularly update and strengthen its positive image,
forming in the public consciousness as a
responsible, transparent, and efficient system.
Such an effect is achieved through the continuous
promotion of the activities of territorial and
sectoral public services.
Fourthly
, the civil service must clearly and openly
demonstrate the advantages that distinguish it
from other organizations. These advantages may
include the legality of its operations, serving the
interests of the population, the presence of a fair
and qualified cadre corps, transparent work
procedures, and an established system of
accountability. Such distinctions help to increase
the prestige of the civil service and to strengthen
its positive image among citizens.
Fifthly
, along with the overall image of a
government div, the personal image of individual
civil servants among the local population is also of
great importance. Every employee is perceived by
the public as the face of the organization. If the
personal behavior, communication style, or
professional performance of a civil servant does
not align with the overall and political image being
created by the government institution, such
inconsistency may leave a negative impression in
the public consciousness. This, in turn, can
adversely affect not only the organization's image
but also the political legitimacy and public trust in
the system of government. Therefore, each civil
servant must carry out their work with a sense of
not only legal-executive responsibility but also
political responsibility.
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