In modern social and humanitarian researches ideas of the self-organization theory are actively developed. In case of consideration of state image as a system, the most effective is the view of it in the context of social synergetics. The system of determinants of state image is difficult, complex system. Its elements, performing certain functions, having only connected together, form a huge structure which is named "Image of the state". In this regard it is possible to speak about the emergence properties of state image as the system. Considering the fact that image of the state represents the ultrastable system keeping orderliness of the structure and at the same time being in a condition of transformation and changing we can consider it as a social fractal. In this regard the fractal is very operational concept which is visually representing the idea of infinite formation, incompleteness, procedurality of such sociocultural phenomenon as image of the state. At the level of a single subject there is a process of cognitive dissipation - washing out, dispersion, redistribution and structuring information arriving from the microlevel where the main actors purposefully form image of the state. As a result of difficult imposing of patterns and counter-patterns and their subsequent dissipation in consciousness of the subject there is an image of the state.