Abstract
Introduction: the article contains the analysis of the unique features of Volodimir Zelensky’s presidential election campaign, the success of which is based on the image of a political leader deliberately built as totally different from the one traditional for the Ukraine’s political elite. Objectives: studying the main political trends in presidential campaigns of Volodimir Zelensky and Donald Trump, to identify common elements of their image-building strategies. Methods: comparative analysis. Results: the study verifies the effectiveness of building the counter-culture image of a political leader in the conditions of high levels of political cynicism and citizens’ distrust to their government. Conclusions: the tactics used by Donald Trump and Volodimir Zelensky during the 2016 US elections and 2019 Ukrainian elections respectively are similar at their core. The difference manifests itself in the types of political images used, as formed with respect to the candidates’ previous careers.
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