In this article, the phenomenon of image and its formation were considered. Within the modern system of social knowledge, the concept of image has been widely used in psychology, politics, business, and PR. Social theorists are unanimous in their view that an interdisciplinary approach to studying this phenomenon is needed, because it is complex, multifaceted, and ambivalent. In order to analyze the complexity of image, we used the following methods: interdisciplinary, sociocultural, psycho-semiotic methods, as well as the content analysis of media products. The works of modern Russian and foreign theorists were discussed. Based on the results of the study, several important conclusions were drawn. Image develops under the influence of specific socio-cultural conditions, but, simultaneously, the image of a subject can induce their self-development. Therefore, the process of image formation is inextricably linked with the self-identification of a person, it acts as a mechanism for development of their identity. Like identity, image is a dialectical unity of the permanent and constantly changing, integral and fragmentary. Its formation is influenced by the system of values and social ideals that prevail in a specific historical period. Image is a social construct depending not only on objective factors, but also on subjective components that form broad semiotic and social meanings. In this sense, any image is a text.

The article reveals the paradox and paradigm of educational, scientific and applied activities on the example of the Airports Department of the National Transport University during the specialists for the transport and road complex training in the field of «Airports, aerodrome constructions and structures» and «System analysis in transport infrastructure» in conditions of coronavirus pandemic uncertainty. The presented author's model is based on the principles of establishing the systematic competency approach implementation mechanism and innovative technologies of distance learning application, which was obtained in the process of domestic and foreign experience analysis under coronavirus pandemic uncertainty. The research object – educational, research and applied activities of the Airports Department, as a Laboratory of Systems Knowledge and Rational Infrastructure Solutions within the National Transport University, which is positioned as a Regional Educational and Research Logistics Center on the basis of outsourcing in distance learning and coronavirus pandemic uncertainty. The purpose of the work is to establish a mechanism for competency approach systematic implementation and innovative technologies application for the «teacher–student–employer» relationship, which allows to determine the most effective ways and means to achieve the ultimate goals of educational, scientific and applied activities in the coronavirus pandemic uncertainty. providing highly qualified personnel to the transport and road complex of the country. Research methods – system, conceptual, methodological and program approaches. Establishing of a mechanism for the model «teaching methods–learning outcomes–assessment» applying innovative technologies according to the competency algorithm «knowledge of theory–application skills–technology skills» to strengthening the relationship «teacher–student–employer», will bring the results of the educational process to employers requirements and provide the transport and road complex with highly qualified personnel. Further development of the study object – the introduction of educational, scientific and applied activities «Laboratory of Systems Knowledge and Rational Infrastructure Solutions» as part of the «Regional Educational and Scientific Logistics Center», will achieve the ultimate goals of providing transport complex by highly qualified personnel in terms of distance learning and coronavirus pandemic uncertainty.

The article reveals the paradox and paradigm of educational, scientific and applied activities on the example of the Airports Department of the National Transport University during the specialists for the transport and road complex training in the field of «Airports, aerodrome constructions and structures» and «System analysis in transport infrastructure» in conditions of coronavirus pandemic uncertainty. The presented author's model is based on the principles of establishing the systematic competency approach implementation mechanism and innovative technologies of distance learning application, which was obtained in the process of domestic and foreign experience analysis under coronavirus pandemic uncertainty. The research object – educational, research and applied activities of the Airports Department, as a Laboratory of Systems Knowledge and Rational Infrastructure Solutions within the National Transport University, which is positioned as a Regional Educational and Research Logistics Center on the basis of outsourcing in distance learning and coronavirus pandemic uncertainty. The purpose of the work is to establish a mechanism for competency approach systematic implementation and innovative technologies application for the «teacher–student–employer» relationship, which allows to determine the most effective ways and means to achieve the ultimate goals of educational, scientific and applied activities in the coronavirus pandemic uncertainty. providing highly qualified personnel to the transport and road complex of the country. Research methods – system, conceptual, methodological and program approaches. Establishing of a mechanism for the model «teaching methods–learning outcomes–assessment» applying innovative technologies according to the competency algorithm «knowledge of theory–application skills–technology skills» to strengthening the relationship «teacher–student–employer», will bring the results of the educational process to employers requirements and provide the transport and road complex with highly qualified personnel. Further development of the study object – the introduction of educational, scientific and applied activities «Laboratory of Systems Knowledge and Rational Infrastructure Solutions» as part of the «Regional Educational and Scientific Logistics Center», will achieve the ultimate goals of providing transport complex by highly qualified personnel in terms of distance learning and coronavirus pandemic uncertainty.