НЕКОТОРЫЕ ПОДХОДЫ К ИССЛЕДОВАНИЮ ПОНЯТИЙ ПОЛИТИЧЕСКИЙ ИМИДЖ И СЕТЕВОЙ ИМИДЖ

Abstract

The article discusses various approaches to the study of political and network image. With the advent of modern election campaigns, it has become clear that image is an inevitable part of a successful campaign. The political image as an object of research began to appear in political science, sociological and communication studies since the 50s of the twentieth century. The political image in modern conditions is becoming such an important factor, politicians who seek to gain power or keep it must be reckoned with it. In modern socio-political conditions and the reduction of ideological differences between political parties and their leaders, their image, through which their authority is reflected, is becoming an increasingly important factor determining the difference between candidates and political parties. For the modern voter, the political image becomes more important than the ideological positions of the candidate and the party. If political parties concentrate on the “average” voter and do not show serious ideological differences, differences in election programs, the image of a political leader becomes the most important factor. Voter confidence depends on image. It is important to determine the audience for whom the political image is being created. A traditional audience is one that has long followed a particular political unit or politics as a whole. The success of the political image and the candidate depends on strategic research, which, among other things, shows what the image of the candidates should be like in these elections. The political image should be aimed at creating voters' confidence in the political leader and developing confidence in the competence of the politician, in his ability to solve pressing problems of society. The political image serves simple purposes - to “win the hearts of citizens” and mobilize their electoral support. But it is not enough to form the image of the candidate, it must be conveyed to the voter without distortion. The modern world has long entered the digital age, where information is distributed through electronic media at a very high speed. Internet technologies for the formation of a political image are beginning to become increasingly important. In the last decade, this issue has become urgent.