Abstract
In the article, the authors consider the image of such a political figure as Vladimir Wolfovich Zhirinovsky. It is proved that sociological research contributes to a more successful formation of the image of a politician. The article substantiates and explores the image indicators of a charismatic politician by analyzing scientific works devoted to the image of this personality, by monitoring a number of news publications with mention of V.V. Zhirinovsky, which allows us to determine the content of publications through the following types of connotations - positive, neutral and negative. The article creates a certain media portrait, concludes about the effectiveness of techniques for creating a positive image and the possibility of using these technologies for other political figures.
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