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The importance of the phenomenon of reputation as an instrument of power and influence remains relevant from ancient times to the present day. In the era of digital technology, ways of transmitting information are taking on new forms and dynamics. This largely affects the development of social communications and the speed of opinion formation. At the same time, the issues of improving the instruments of influence on public opinion in order to increase the degree of influence by means of reputation are updated. This article discusses in detail the phenomenon of reputation as a tool to influence the target audience and a means of influencing decision-making audience. The social value of reputation, ways of its growth and strengthening are analyzed. The specificity of methods of reputation formation and methods of influence on reputation with the use of modern communication channels is taken into account. Special attention is paid to the relationship of reputation with the image, their main similarities and methods of formation, as well as differences and features of correction. Research of methods of influence on reputation for the purpose of its discredit, with the detailed analysis of components of attack on reputation is carried out. The difference between attacks on reputation and their consequences for the subject of reputation is noted. Specific examples are considered techniques for leveling the negative and reputation correction.

The destruction of a reputation as a leader in cyberspace: the impact of image errors and external attacks