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This thesis actualizes the role of rhetoric as a tool of political leadership and its characteristics in projecting a favourable image of a political leader in new media, building and maintaining relationships with the voters in a democratic society. Qualitative research conducted in the dissertation evaluates the global populism that has recently increased in political communication from the rhetorical perspective. Also the new, hybrid, social interactions and the power of a hybrid media system are analyzed within the mediatization environment, where an individual political leader acts independently. In this paper, when analyzing the projection of political leaders' rhetoric in the overall mediatization environment, populism is articulated as a new communication phenomenon, focusing on the style of communication rather than its ideology, identifying suggestive rhetorical expressions, adjusting to the mass audience's language on the Internet. This is a new approach, where the perception that populism merely represents unrealistic promises of politicians loses its relevance, and where the media is included into the considerations on populist communication as a second major player in a dramatizing populist communication.

This thesis actualizes the role of rhetoric as a tool of political leadership and its characteristics in projecting a favourable image of a political leader in new media, building and maintaining relationships with the voters in a democratic society. Qualitative research conducted in the dissertation evaluates the global populism that has recently increased in political communication from the rhetorical perspective. Also the new, hybrid, social interactions and the power of a hybrid media system are analyzed within the mediatization environment, where an individual political leader acts independently. In this paper, when analyzing the projection of political leaders' rhetoric in the overall mediatization environment, populism is articulated as a new communication phenomenon, focusing on the style of communication rather than its ideology, identifying suggestive rhetorical expressions, adjusting to the mass audience's language on the Internet. This is a new approach, where the perception that populism merely represents unrealistic promises of politicians loses its relevance, and where the media is included into the considerations on populist communication as a second major player in a dramatizing populist communication.

This thesis actualizes the role of rhetoric as a tool of political leadership and its characteristics in projecting a favourable image of a political leader in new media, building and maintaining relationships with the voters in a democratic society. Qualitative research conducted in the dissertation evaluates the global populism that has recently increased in political communication from the rhetorical perspective. Also the new, hybrid, social interactions and the power of a hybrid media system are analyzed within the mediatization environment, where an individual political leader acts independently. In this paper, when analyzing the projection of political leaders' rhetoric in the overall mediatization environment, populism is articulated as a new communication phenomenon, focusing on the style of communication rather than its ideology, identifying suggestive rhetorical expressions, adjusting to the mass audience's language on the Internet. This is a new approach, where the perception that populism merely represents unrealistic promises of politicians loses its relevance, and where the media is included into the considerations on populist communication as a second major player in a dramatizing populist communication.

This thesis actualizes the role of rhetoric as a tool of political leadership and its characteristics in projecting a favourable image of a political leader in new media, building and maintaining relationships with the voters in a democratic society. Qualitative research conducted in the dissertation evaluates the global populism that has recently increased in political communication from the rhetorical perspective. Also the new, hybrid, social interactions and the power of a hybrid media system are analyzed within the mediatization environment, where an individual political leader acts independently. In this paper, when analyzing the projection of political leaders' rhetoric in the overall mediatization environment, populism is articulated as a new communication phenomenon, focusing on the style of communication rather than its ideology, identifying suggestive rhetorical expressions, adjusting to the mass audience's language on the Internet. This is a new approach, where the perception that populism merely represents unrealistic promises of politicians loses its relevance, and where the media is included into the considerations on populist communication as a second major player in a dramatizing populist communication.

[straipsnis, santrauka lietuvių kalba; santrauka anglų kalba]
Straipsnyje analizuojama politinės retorikos reikšmė socialinėje sąveikoje su visuomene internete svarstant viešuosius reikalus. Naujoji politinės komunikacijos platforma ,,Facebook" šiandien vertinama kaip žiniasklaidos priemonė, kurioje piliečiai gausiai informuojami apie politiką ir visuomenę. Transformacijų laikotarpiu politinis lyderis tampa svarbiausiu tiesioginiu pranešėju savo elektoratui. Jo kalba yra tarsi jo ,,prekė", kurią jis pats pagamina ir parduoda ,,virtualiosios visuomenės rinkoje". Politiko kalba yra jo tapatybė. Kadangi socialinių tinklų žiniasklaidoje nėra redakcijos, už transliuojamą asmeninę retoriką yra atsakingas pats politikas, pasakojantis ir kuriantis pasitikėjimą politika. Straipsnyje pristatomas kokybinis tyrimas. Analizuojama 2016–2020 m. kadencijos Lietuvos Respublikos Seimo narės, buvusios finansų ministrės Ingridos Šimonytės retorika, konstruojant savęs pristatymą socialinio tinklo ,,draugams" asmeninėje ,,Facebooko" paskyroje. Tiriamu laikotarpiu nustatyta, kad I. Šimonytės retorika, svarstant viešuosius reikalus, apima šias temas: a) valdančiosios daugumos personalijų kritika; b) kolegų Seimo narių kritika; c) mokesčių, valstybės iždo klausimai; d) Vilniaus miesto problemos. Seimo narės problemų įrėminimas pateikia gausų retorinių argumentų arsenalą – nuo autentiškų sentencijų iki šiurkščios nenorminės leksikos. I. Šimonytės kaip kalbėtojos verbalinis ethos yra ironiškas, privataus pobūdžio informacija, kuria dalijamasi, taip pat persmelkta autoironijos.

[only abstract and keywords in English; full article, abstract and keywords in Lithuanian]
This article analyzes political leadership that uses rhetoric as one of the means to influence the electorate. Rhetoric denotes negotiatory communication between different individuals aimed at reaching a general agreement. This theoretical discourse reflects on the characteristics of classical rhetoric, established in the practice of citizenship of the Athenian Democracy, appealing to its return and identifying a new era of political communication – the characteristics of electronic democracy, which powerfully transforms the language and relations of the elected and representatives of the society. In a modern virtual agora, the political leader directly informs his electorate, and the internet provides the leader with a wide range of communication tools to influence the voter. The new media creates a new policy and a new political language, which becomes an object worthy of the researchers' interest. The electronic agora is full of communicative noise, with the prevalence of a fragmentary, scattered, tag cloud rhetoric.The aim of this article is to reveal the issues of reliability of the rhetoric of the modern political leader from the perspective of political leadership constructed on the internet.

[only abstract in English; full article, abstract in Lithuanian] This article analyzes the role of political rhetoric in social interaction with the public on the internet when considering public issues. Today Facebook, a new platform for political communication, is seen as a media platform where citizens are provided with abundant information about politics and society. During the transformation period, a political leader becomes the most important direct reporter for his electorate. The language of a politician is like the politician's "product," which is personally produced and sold in the "market of virtual society." The language of a politician is their identity. As the media of social network is not editorial, the politicians themselves are responsible for the broadcast of personal rhetoric as well as telling and creating confidence in politics. This article presents a qualitative research. It includes the analysis of the rhetoric of Ingrida Šimonytė, a member of the Seimas of Lithuania of the 2016–2020 term, who is also a former Minister of Finance, while constructing her self-representation to the "friends" found on the social network on her personal Facebook account. During the research, it was established that Ingrida Šimonytė's rhetoric on discussed public issues include the following topics: a) Criticism of personalities of the governing majority; b) Criticism of her colleagues – members of the Seimas; c) Tax, state treasury issues; d) Issues with the city of Vilnius. The way that issues are framed by the member of the Seimas provides a rich arsenal of rhetorical arguments: ranging from authentic sentences to rough, non-standard vocabulary. The verbal ethos of Ingrida Šimonytė as a speaker is ironic, and the shared information of private nature is also full of auto-irony. ; [straipsnis, santrauka lietuvių kalba; santrauka anglų kalba] Straipsnyje analizuojama politinės retorikos reikšmė socialinėje sąveikoje su visuomene internete svarstant viešuosius reikalus. Naujoji politinės komunikacijos platforma ,,Facebook" šiandien vertinama kaip žiniasklaidos priemonė, kurioje piliečiai gausiai informuojami apie politiką ir visuomenę. Transformacijų laikotarpiu politinis lyderis tampa svarbiausiu tiesioginiu pranešėju savo elektoratui. Jo kalba yra tarsi jo ,,prekė", kurią jis pats pagamina ir parduoda ,,virtualiosios visuomenės rinkoje". Politiko kalba yra jo tapatybė. Kadangi socialinių tinklų žiniasklaidoje nėra redakcijos, už transliuojamą asmeninę retoriką yra atsakingas pats politikas, pasakojantis ir kuriantis pasitikėjimą politika. Straipsnyje pristatomas kokybinis tyrimas. Analizuojama 2016–2020 m. kadencijos Lietuvos Respublikos Seimo narės, buvusios finansų ministrės Ingridos Šimonytės retorika, konstruojant savęs pristatymą socialinio tinklo ,,draugams" asmeninėje ,,Facebooko" paskyroje. Tiriamu laikotarpiu nustatyta, kad I. Šimonytės retorika, svarstant viešuosius reikalus, apima šias temas: a) valdančiosios daugumos personalijų kritika; b) kolegų Seimo narių kritika; c) mokesčių, valstybės iždo klausimai; d) Vilniaus miesto problemos. Seimo narės problemų įrėminimas pateikia gausų retorinių argumentų arsenalą – nuo autentiškų sentencijų iki šiurkščios nenorminės leksikos. I. Šimonytės kaip kalbėtojos verbalinis ethos yra ironiškas, privataus pobūdžio informacija, kuria dalijamasi, taip pat persmelkta autoironijos.

[only abstract and keywords in English; full article, abstract and keywords in Lithuanian] This article analyzes political leadership that uses rhetoric as one of the means to influence the electorate. Rhetoric denotes negotiatory communication between different individuals aimed at reaching a general agreement. This theoretical discourse reflects on the characteristics of classical rhetoric, established in the practice of citizenship of the Athenian Democracy, appealing to its return and identifying a new era of political communication – the characteristics of electronic democracy, which powerfully transforms the language and relations of the elected and representatives of the society. In a modern virtual agora, the political leader directly informs his electorate, and the internet provides the leader with a wide range of communication tools to influence the voter. The new media creates a new policy and a new political language, which becomes an object worthy of the researchers' interest. The electronic agora is full of communicative noise, with the prevalence of a fragmentary, scattered, tag cloud rhetoric.The aim of this article is to reveal the issues of reliability of the rhetoric of the modern political leader from the perspective of political leadership constructed on the internet. ; [straipsnis, santrauka, reikšminiai žodžiai lietuvių kalba; santrauka ir reikšminiai žodžiai anglų kalba] Straipsnyje analizuojama politinė lyderystė, kuri kaip vieną iš įrankių elektoratui paveikti naudoja retoriką. Retorika reiškia derybų komunikaciją tarp skirtingų individų ieškant bendro sutarimo. Šiame teoriniame diskurse apmąstomi klasikinės retorikos, įsitvirtinusios Atėnų demokratijos pilietiškumo praktikoje, bruožai, apeliuojama į jos sugrįžimą, identifikuojamos naujos politinės komunikacijos eros– elektroninės demokratijos – ypatybės, kurios galingai transformuoja visuomenės išrinktųjų ir atstovaujamųjų santykius, kalbą. Šiuolaikinėje virtualioje agoroje politinis lyderis tiesiogiai informuoja savo rinkėją, interneto galimybės jam suteikia platų komunikacinių priemonių arsenalą rinkėjui paveikti. Naujosios medijos kuria naują politiką ir naują politinę kalbą, kuri tampa tyrėjų susidomėjimo objektu. Elektroninėje agoroje gausu komunikacinio triukšmo, vyrauja fragmentuota, išbarstyta, iš paskos slenkanti (angl. "tag cloud") retorika. Šio straipsnio tikslas – nustatyti politinio lyderio retorikos vaidmenį demokratiniame svarstyme nuo senovinės agoros iki elektroninės demokratijos.

This article analyzes political leadership that uses rhetoric as one of the means to influence the electorate. Rhetoric denotes negotiatory communication between different individuals aimed at reaching a general agreement. This theoretical discourse reflects on the characteristics of classical rhetoric, established in the practice of citizenship of the Athenian Democracy, appealing to its return and identifying a new era of political communication – the characteristics of electronic democracy, which powerfully transforms the language and relations of the elected and representatives of the society. In a modern virtual agora, the political leader directly informs his electorate, and the internet provides the leader with a wide range of communication tools to influence the voter. The new media creates a new policy and a new political language, which becomes an object worthy of the researchers' interest. The electronic agora is full of communicative noise, with the prevalence of a fragmentary, scattered, tag cloud rhetoric. The aim of this article is to reveal the issues of reliability of the rhetoric of the modern political leader from the perspective of political leadership constructed on the internet.

This article analyzes the role of political rhetoric in social interaction with the public on the internet when considering public issues. Today Facebook, a new platform for political communication, is seen as a media platform where citizens are provided with abundant information about politics and society. During the transformation period, a political leader becomes the most important direct reporter for his electorate. The language of a politician is like the politician's "product," which is personally produced and sold in the "market of virtual society." The language of a politician is their identity. As the media of social network is not editorial, the politicians themselves are responsible for the broadcast of personal rhetoric as well as telling and creating confidence in politics. This article presents a qualitative research. It includes the analysis of the rhetoric of Ingrida Šimonytė, a member of the Seimas of Lithuania of the 2016–2020 term, who is also a former Minister of Finance, while constructing her self-representation to the "friends" found on the social network on her personal Facebook account. During the research, it was established that Ingrida Šimonytė's rhetoric on discussed public issues include the following topics: a) Criticism of personalities of the governing majority; b) Criticism of her colleagues – members of the Seimas; c) Tax, state treasury issues; d) Issues with the city of Vilnius. The way that issues are framed by the member of the Seimas provides a rich arsenal of rhetorical arguments: ranging from authentic sentences to rough, non-standard vocabulary. The verbal ethos of Ingrida Šimonytė as a speaker is ironic, and the shared information of private nature is also full of auto-irony.

This article analyzes the role of political rhetoric in social interaction with the public on the internet when considering public issues. Today Facebook, a new platform for political communication, is seen as a media platform where citizens are provided with abundant information about politics and society. During the transformation period, a political leader becomes the most important direct reporter for his electorate. The language of a politician is like the politician's "product," which is personally produced and sold in the "market of virtual society." The language of a politician is their identity. As the media of social network is not editorial, the politicians themselves are responsible for the broadcast of personal rhetoric as well as telling and creating confidence in politics. This article presents a qualitative research. It includes the analysis of the rhetoric of Ingrida Šimonytė, a member of the Seimas of Lithuania of the 2016–2020 term, who is also a former Minister of Finance, while constructing her self-representation to the "friends" found on the social network on her personal Facebook account. During the research, it was established that Ingrida Šimonytė's rhetoric on discussed public issues include the following topics: a) Criticism of personalities of the governing majority; b) Criticism of her colleagues – members of the Seimas; c) Tax, state treasury issues; d) Issues with the city of Vilnius. The way that issues are framed by the member of the Seimas provides a rich arsenal of rhetorical arguments: ranging from authentic sentences to rough, non-standard vocabulary. The verbal ethos of Ingrida Šimonytė as a speaker is ironic, and the shared information of private nature is also full of auto-irony.

This article analyzes political leadership that uses rhetoric as one of the means to influence the electorate. Rhetoric denotes negotiatory communication between different individuals aimed at reaching a general agreement. This theoretical discourse reflects on the characteristics of classical rhetoric, established in the practice of citizenship of the Athenian Democracy, appealing to its return and identifying a new era of political communication – the characteristics of electronic democracy, which powerfully transforms the language and relations of the elected and representatives of the society. In a modern virtual agora, the political leader directly informs his electorate, and the internet provides the leader with a wide range of communication tools to influence the voter. The new media creates a new policy and a new political language, which becomes an object worthy of the researchers' interest. The electronic agora is full of communicative noise, with the prevalence of a fragmentary, scattered, tag cloud rhetoric. The aim of this article is to reveal the issues of reliability of the rhetoric of the modern political leader from the perspective of political leadership constructed on the internet.

This article analyzes the role of political rhetoric in social interaction with the public on the internet when considering public issues. Today Facebook, a new platform for political communication, is seen as a media platform where citizens are provided with abundant information about politics and society. During the transformation period, a political leader becomes the most important direct reporter for his electorate. The language of a politician is like the politician's "product," which is personally produced and sold in the "market of virtual society." The language of a politician is their identity. As the media of social network is not editorial, the politicians themselves are responsible for the broadcast of personal rhetoric as well as telling and creating confidence in politics. This article presents a qualitative research. It includes the analysis of the rhetoric of Ingrida Šimonytė, a member of the Seimas of Lithuania of the 2016–2020 term, who is also a former Minister of Finance, while constructing her self-representation to the "friends" found on the social network on her personal Facebook account. During the research, it was established that Ingrida Šimonytė's rhetoric on discussed public issues include the following topics: a) Criticism of personalities of the governing majority; b) Criticism of her colleagues – members of the Seimas; c) Tax, state treasury issues; d) Issues with the city of Vilnius. The way that issues are framed by the member of the Seimas provides a rich arsenal of rhetorical arguments: ranging from authentic sentences to rough, non-standard vocabulary. The verbal ethos of Ingrida Šimonytė as a speaker is ironic, and the shared information of private nature is also full of auto-irony.

This article analyzes political leadership that uses rhetoric as one of the means to influence the electorate. Rhetoric denotes negotiatory communication between different individuals aimed at reaching a general agreement. This theoretical discourse reflects on the characteristics of classical rhetoric, established in the practice of citizenship of the Athenian Democracy, appealing to its return and identifying a new era of political communication – the characteristics of electronic democracy, which powerfully transforms the language and relations of the elected and representatives of the society. In a modern virtual agora, the political leader directly informs his electorate, and the internet provides the leader with a wide range of communication tools to influence the voter. The new media creates a new policy and a new political language, which becomes an object worthy of the researchers' interest. The electronic agora is full of communicative noise, with the prevalence of a fragmentary, scattered, tag cloud rhetoric. The aim of this article is to reveal the issues of reliability of the rhetoric of the modern political leader from the perspective of political leadership constructed on the internet.

This article analyzes the role of political rhetoric in social interaction with the public on the internet when considering public issues. Today Facebook, a new platform for political communication, is seen as a media platform where citizens are provided with abundant information about politics and society. During the transformation period, a political leader becomes the most important direct reporter for his electorate. The language of a politician is like the politician's "product," which is personally produced and sold in the "market of virtual society." The language of a politician is their identity. As the media of social network is not editorial, the politicians themselves are responsible for the broadcast of personal rhetoric as well as telling and creating confidence in politics. This article presents a qualitative research. It includes the analysis of the rhetoric of Ingrida Šimonytė, a member of the Seimas of Lithuania of the 2016–2020 term, who is also a former Minister of Finance, while constructing her self-representation to the "friends" found on the social network on her personal Facebook account. During the research, it was established that Ingrida Šimonytė's rhetoric on discussed public issues include the following topics: a) Criticism of personalities of the governing majority; b) Criticism of her colleagues – members of the Seimas; c) Tax, state treasury issues; d) Issues with the city of Vilnius. The way that issues are framed by the member of the Seimas provides a rich arsenal of rhetorical arguments: ranging from authentic sentences to rough, non-standard vocabulary. The verbal ethos of Ingrida Šimonytė as a speaker is ironic, and the shared information of private nature is also full of auto-irony.