Politician'S Family Members As An Element Promoting The Professional Brand

Abstract

This article is devoted to the trends of creation and presentation of the image of a politician and his family members in the media and their impact on the promotion of the personal brand. The concept “personal brand” was defined, and the degree of its dependence on the media and public image was examined. The goals of creating and promoting a personal brand and its components were indicated. Particular attention is paid to the latest trends in representing the image of Donald Trump and his family members in the media. To this end, American Internet articles about each family member of the 45th president of the United States were studied. Praise or discreditation statements were analyzed. The influence of the media on the political image and the personal brand was identified. The authors conclude that the personal brand depends on the image created by the media; the personal brand influences the public image of the politician and images of his family members in the media which praise or discredit them. The article aims to expand the practical and theoretical basis of political linguistics.