THE ROLE OF THE MEDIA IN SHAPING THE IMAGE OF A POLITICIAN

Vladyslav Buinitskyi Vladyslav Buinitskyi,Anatolii Yakovets Anatolii Yakovets

doi:10.31435/rsglobal_ws/30112019/6783

Vladyslav Buinitskyi Vladyslav Buinitskyi, Anatolii Yakovets Anatolii Yakovets

Open Access

https://doi.org/10.31435/rsglobal_ws/30112019/6783

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Journal: World Science	Publication Date: Nov 30, 2019
Citations: 1	License type: CC BY 4.0

Affiliation: Taras Shevchenko National University of Kyiv

Abstract

   This article discusses the ability of the media to influence the political culture and consciousness of society, in particular through the creation of stereotypical symbolic constructs such as political images and political myths. The features and the role of each type of media in the formation of the images of political leaders and parties are presented, as well as some techniques that the media use in the process of updating political images are presented. It is known that the main goal of the media in the process of constructing political images is the creation and dissemination of political myths. The article discusses in detail four main topics from all possible plots of political myths: “the myth of the conspiracy”, “the myth of the golden age”, “the myth of the hero-savior”, “the myth of unity”.  

Highlights

In the context of building a civil society, the issue related to the formation, use and promotion of the image of a political leader in modern society is gaining the greatest relevance
It is the above condition that determines the need for the politician to create his own image, which includes a set of such personal and professional qualities that could arouse the confidence of the masses
Since in modern society in the communicative environment the personality factor dominates, the problem of choosing a political leader is solved by the majority of the electorate under the influence of the impression of their image in the media

Summary

Introduction

In the context of building a civil society, the issue related to the formation, use and promotion of the image of a political leader in modern society is gaining the greatest relevance.It is this fact that determines the need to comprehend the basic approaches to the definition of the phenomenon of “image”.So, in the newest dictionary of foreign words and expressions, the image is understood as: 1) a set of representations of others about a given person, his psychological portrait visible from the side, coupled with appearance and manners; 2) a purposefully formed image of a person, phenomenon or object, designed to have an emotional and psychological impact on someone in order to popularize, advertise, etc. [1, p. 330]It is worth noting that the originally studied definition was taken from the conceptual apparatus of psychological science. It is the above condition that determines the need for the politician to create his own image, which includes a set of such personal and professional qualities that could arouse the confidence of the masses. Since in modern society in the communicative environment the personality factor dominates, the problem of choosing a political leader is solved by the majority of the electorate under the influence of the impression of their image in the media.

Results

Conclusion