Abstract
The purpose of this article is to examine the peculiarities of image formation of the European politicians using the examples of the recent electorate campaigns, since the general elections of the heads of states are the most demanding from the point of view of the image and technology and most clearly demonstrate the tough rivalry among the individuals and the struggle of images. The article also focuses on the subsequent terms of government and some historical examples. Special attention is paid to the creation of international image of French President Emmanuel Macron, the peculiarities of his communication policy and his interaction with the media. The article cites the politicians ratings during the term of his presidency.
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