Політичні технології іміджбілдингу – створення бренду

Abstract

Onyshchenko O. O. Political technologies of image building – brand creation. – Article.The article considers the concept and essence of image political technologies, reveals the concept of “politicalimage”, “image maker”, “face building”. The main components of the “image” are analyzed and selected.The paper substantiates the construction of the general strategy of the election campaign and the place of thecandidate’s image in it. The structure of the image is selected and analyzed. The main types of politicians areoutlined. The concepts of verbal and nonverbal image factor are revealed. The analysis of the strategic imageof the candidate in the context of the election campaign and its components is carried out. The influence ofmass media and social networks on the political image is considered. The significance of political ideas issubstantiated. The stages of creating a political image are analyzed in detail. The paper reveals the factors thatinfluence the change of political image.The article emphasizes that a well-formed image of a candidate is the key to a successful strategy, becausein the current political culture, the attention of a potential voter is focused on a person who represents a certainpolitical force. The basis of image formation technologies is a political action or event in the life of a politician,which serves as a prerequisite for the formation of a positive image among the population. In order for thecandidate’s image to be reliable and bring a certain result, it must meet the expectations of large social groups.It is important that it is accurate, bright and specific, easy to remember and flexible to change. By creating acertain image of politics, they try to make it unique, atypical and unlike other images in order to attract theattention of the electorate. A well-formed political image is a link between the electorate and the politician,between demand and political action. The image chosen by the electorate reflects the demands and interests ofthe electorate, its main problems and the range of issues that need to be addressed. Image-makers deliberatelyleave empty spaces in the created image of politics, which the electorate can fill on their own. Thus, the imageis a very complex phenomenon, which is created on the basis of a combination of many factors and aims tocreate a successful political image to achieve the goal.