THE ROLE OF THE VISUAL IMAGE OF A POLITICAL LEADER IN A DEMOCRATIC SOCIETY

Abstract

The article examines the influence of the visual image of political leaders, in particular their appearance and clothing style, on public perception. The visual image of a political leader is a complex system of impressions that he creates with the help of his appearance, clothing and manner of behavior. It is one of the sources in forming the authority and popularity of political leaders. On the basis of empirical domestic and foreign research, a comprehensive comparative analysis of senior officials and political leaders of the leading countries of the world and Ukraine was carried out from the point of view of external image formation and its perception by potential voters. Examples of changes in the visual image of political leaders in the context of their perception by the target audience and the electorate in general are given. Emphasis is placed on the fact that, in addition to the key aspect of a political leader’s visual image, such as appearance (physical features, clothing, etc.), sociability, media presence, and lifestyle are also important components. Appearance is an important factor in creating a first impression on people. Clothing reflects the style and ideology of a political leader, which can enhance his image. Communicability is a key factor in interacting with the public and the media, allowing politicians and political leaders to attract attention to their ideas and views. Media presence forms a visual image, as mass media provide a wide audience and can significantly influence the public’s perception of a political leader. Based on the analysis, it is emphasized that in a democratic society, within the framework of fair political competition, the visual image as a whole, as well as its individual components, can cause significant fluctuations between positive and negative indicators in the political rating. It was concluded that the visual image plays an important role in shaping the popularity of a political leader, is a factor in forming his political brand, which he uses to convey certain ideological messages and attitudes.