The Charismatic Body Politics of President Putin

Abstract

Vladimir Putin's image and brand make sophisticated, culturally embedded use of his biography, martial arts expertise, and idiolect, with his physical self strongly privileged in the modes of his self-presentation. As a politically marketable product, his public persona enjoyed broad appeal among Russian voters in the period 2000–2011, when he and his United Russia party operated in an electorally uncompetitive environment. Since the urban protests of 2011–2012, Russia's political scene has become much more dynamic. Having initially configured himself as a charismatic leader whose very body symbolized a new and confident Russia, during his third presidential term, which began in 2012, Putin finds himself facing new presentational challenges that he may or may not be equipped to meet.