Aspects and ways of affirming the reputation of the activity of social work in the public

In: Zbornik Matice Srpske za društvene nauke: Proceedings for social sciences, Heft 184, S. 589-606

Abstract

The role of the social worker is immeasurable in modern society, and consists
of a series of activities, such as: assessing or collecting data about the
client, providing appropriate treatment, researching the causes of the
client?s problems, teaching the client and likewise. Although social work as
a profession is extremely important, one gets the impression that they are
more than ever in the center of public interest, but not in a way that
allows the affirmation of their profession. On the contrary, it is more
pejoratively, when a tragedy occurs, and where their role is inevitable .
However, earlier research that dealt with this topic came to a conclusion
that social workers and Centers for Social Work are negatively exposed,
although the majority of the social community is not sufficiently familiar
with their role, which further distorts the image of their work. In this
regard, it is necessary to perform an analysis of the activities of the
Centers for Social Work, in order to positively influence the construction
and strengthening of the image and reputation in the public, greater
transparency, but also better communication with users. In this context,
this paper will try to examine the current media image of the profession of
social workers in the Republic of Serbia, whether there are prejudices about
this profession, and to what extent it is important that the reporting of
the media and journalists be complete, objective, accurate and timely.