Suchergebnisse

It is a common place of the contemporary political science that the pattern of the image of a politician contains components based on the archaic cognitive structures. First of all, to such components the archetypes belong. The archetype is in turn intimately associated with the corresponding myth and ritual. Some of the rituals that accompany the realization of an archetype have roots stretching back into the cradle of human civilization, but remain relevant in the 21st century. The paper deals with the technologies of using the mythological motif of the divine (sacred) marriage as a means of cultivation of the image of a politician. As a case studies the marriages of Corneliu Zelea Codreanu, the leader of the Rumanian extreme right-wing 'Legion of the Archangel Michael' (1926), and of the radical Yugoslav nationalist Željko Ražnatović Arkan, the commander of the 'Serb Volunteer Guard' (1995), are taken. The use of this subject has everything to do with the Jungian archetype which forms the basis of the image of the extreme right-wing politicians, namely, that of the Hero, for the motif of the 'bride acquisition' with the subsequent marriage is one of the culmination points of the corresponding mythological narrative. As the mass media render national importance to the actual marriage, not only does it activate through certain technologies the archaic layers of conscience of the target population, but it also reproduces an old behavioural pattern, i. e. participation in the mystery. In the author's opinion, the success of the activation of the divine marriage motif depends on a series of factors, such as the type of the society (agrarian or semi-agrarian), the charismatic type of the political leader, as well as certain ideology. The successful use of this motif makes it possible not only to sustain the positive image of a politician, but also to create a political myth. The author gives special consideration to the role of mass media in this process.

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". ; 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".

The article examines the role of nicknames in the formation of the image of a politician. Much attention is focused on identifying the peculiarities of the functioning of nicknames in political communication. The research material was the nicknames of the American politician Joe Biden, taken from American online media, political forums and blogs. The motivational features that form the basis of Joe Biden's nicknames are analysed. Among the analysed linguistic units, highly productive informal names of the politician have the motivation based on the characteristic features of the individual, such as mental and communicative abilities, character traits, temperament and behaviour. Nicknames that indicate social status, political views and beliefs occupy an important place as well. A relatively small group consists of informal anthroponyms motivated by habits and preferences. It has been revealed that linguistic creativity in the field of political nicknames is manifested through the use of irony, language play and precedent phenomena. The specificity of the discursive realization of nicknames as verbal components of the politician's image has been established. It has been proved that nicknames serve not only to identify and characterize a person, but by conveying information about the attitude of the communicant to the object of naming, subconsciously influence the creation of the desired image, serve as a powerful ideological weapon. ; У статті з'ясовано роль прізвиськ у формуванні іміджу політика. Значну увагу зосереджено на виявленні особливостей функціонування прізвиськ у політичній комунікації. Матеріалом дослідження слугували прізвиська американського політичного діяча Джо Байдена, вилучені з американських онлайн-медіа, політичних форумів та блогів. Проаналізовано мотиваційні ознаки, які становлять основу прізвиськ Джо Байдена. Із-поміж аналізованих мовних одиниць високою продуктивністю характеризуються неофіційні іменування політика, мотивувальною базою яких є властивості індивіда, наприклад, розумові та комунікативні здібності, риси характеру, темперамент й особливості поведінки. Вагоме місце посідають прізвиська, які вказують на соціальний статус, політичні погляди та переконання. Порівняно невелику групу становлять неофіційні антропоніми, що умотивовані звичками та вподобаннями. Виявлено, що мовна креативність у царині політичних прізвиськ реалізується за допомогою використання іронії, мовної гри та прецедентних феноменів. Установлено специфіку дискурсивної реалізації прізвиськ як вербальних складників іміджу політика. Доведено, що прізвиська слугують не лише ідентифікації та характеризації особи, а, передаючи інформацію про ставлення комуніканта до об'єкта йменування, підсвідомо діють на створення бажаного іміджу, слугують потужною ідеологічною зброєю.

Master's education work object – image of a politician on a television, the role of a PR specialist in a theory and practice. The purpose of this essay is to clarify the role of PR and a politician's image on a television. Scientific literature analysis, deduction and extrapolation were the methods used to draw conclusions. The role of PR practitioner as a politician's image developer was investigated in the analysis and quantitative survey (practical study). It was found that in Lithuania the role of a PR specialist is not significant in the process of creating a politicians' image on TV. This process is such a narrow area in Lithuania, that there are not enough competent professionals to analyse this angle of political PR. Practically, politicians still lack the experience when they participate in the production of a television content. Therefore, the main task of a public relations specialist is to explain the concept of television and most common tactical means of image-building in TV. The confidence and intensive communication among a PR practitioner and a politician is important as well. This paper can be useful for a public relations academics and practitioners, as well as politicians who participate in television broadcasts.

Master's education work object – image of a politician on a television, the role of a PR specialist in a theory and practice. The purpose of this essay is to clarify the role of PR and a politician's image on a television. Scientific literature analysis, deduction and extrapolation were the methods used to draw conclusions. The role of PR practitioner as a politician's image developer was investigated in the analysis and quantitative survey (practical study). It was found that in Lithuania the role of a PR specialist is not significant in the process of creating a politicians' image on TV. This process is such a narrow area in Lithuania, that there are not enough competent professionals to analyse this angle of political PR. Practically, politicians still lack the experience when they participate in the production of a television content. Therefore, the main task of a public relations specialist is to explain the concept of television and most common tactical means of image-building in TV. The confidence and intensive communication among a PR practitioner and a politician is important as well. This paper can be useful for a public relations academics and practitioners, as well as politicians who participate in television broadcasts.

Master's education work object – image of a politician on a television, the role of a PR specialist in a theory and practice. The purpose of this essay is to clarify the role of PR and a politician's image on a television. Scientific literature analysis, deduction and extrapolation were the methods used to draw conclusions. The role of PR practitioner as a politician's image developer was investigated in the analysis and quantitative survey (practical study). It was found that in Lithuania the role of a PR specialist is not significant in the process of creating a politicians' image on TV. This process is such a narrow area in Lithuania, that there are not enough competent professionals to analyse this angle of political PR. Practically, politicians still lack the experience when they participate in the production of a television content. Therefore, the main task of a public relations specialist is to explain the concept of television and most common tactical means of image-building in TV. The confidence and intensive communication among a PR practitioner and a politician is important as well. This paper can be useful for a public relations academics and practitioners, as well as politicians who participate in television broadcasts.

Master's education work object – image of a politician on a television, the role of a PR specialist in a theory and practice. The purpose of this essay is to clarify the role of PR and a politician's image on a television. Scientific literature analysis, deduction and extrapolation were the methods used to draw conclusions. The role of PR practitioner as a politician's image developer was investigated in the analysis and quantitative survey (practical study). It was found that in Lithuania the role of a PR specialist is not significant in the process of creating a politicians' image on TV. This process is such a narrow area in Lithuania, that there are not enough competent professionals to analyse this angle of political PR. Practically, politicians still lack the experience when they participate in the production of a television content. Therefore, the main task of a public relations specialist is to explain the concept of television and most common tactical means of image-building in TV. The confidence and intensive communication among a PR practitioner and a politician is important as well. This paper can be useful for a public relations academics and practitioners, as well as politicians who participate in television broadcasts.

The article deals with the methods and techniques of formation of a negative political image on the basis of the articles about D. Trump in American mass media. ; В статье рассматриваются способы и приемы формирования негативного политического имиджа на примере статей о Д. Трампе в американских средствах массовой информации.

The analysis is based on the materials taken from different sources, which create print image of V. Putin. They include elements of manipulation, i.e. influencing subconscious of a person to control and manipulate him. ; В статье анализируются материалы из разных информационных источников, формирующие печатный образ В. Путина и включающие элементы манипуляции, то есть воздействия на подсознание человека для контроля и управления им. Автор показывает, как языковые средства применяются для создания определенного общественного мнения.

The image of a political leader through the eyes of modern youth is considered. The image of a politician is a reflection in the mass consciousness of an emotionally colored idea of politicians. A survey of young people aged 15 to 29 years who live permanently in Moscow was conducted. In order to create a portrait of an ideal political leader, respondents were offered several lists of qualities and characteristics that, in the opinion of young people, a modern politician should possess. It was determined the five main qualities of the "ideal politician": charisma, publicity, openness of personal life, views, availability of professional education, the ability to empathize, loyal attitude to subcultures and minorities. The study of the image of the ideal political leader allows building a dialogue with the youth audience and getting the material necessary for the formation of a positive image of a real politician. ; Рассмотрен образ политического лидера глазами современной молодежи. Образ политика – отражение в массовом сознании эмоционально окрашенного представления о политиках. Проведен опрос молодых людей в возрасте от 15 до 29 лет, проживающих постоянно в г. Москве. Для того, чтобы составить портрет идеального политического лидера респондентам предлагалось несколько списков качеств и характеристик, которыми, по мнению молодежи, должен обладать современный политик. Исследованы предпочтительная гендерная принадлежность и возраст политического деятеля. Определено пять основных качеств «идеального политика»: харизма, публичность, открытость личной жизни, взглядов, наличие профессионального образования, умение сопереживать, лояльное отношение к субкультурам и меньшинствам. Исследование образа идеального политического лидера позволяет выйти на диалог с молодежной аудиторией и получить материал, необходимый для формирования позитивного образа реального политика.

The article presents the problem study in the context of society development dynamic processes and the political system: the role of a positive media image of a political leader is substantiated; positive image features of a public image are presented that become key ones in public opinion development. From the perspective of an integrated approach, the case study has been developed to study the media image of a politician, including the focus group method; free association method with interpretation of the language of symbols, etc. They presented the results of an experiment conducted with the participation of students and undergraduates of the Higher School of Journalism and Mass Communications of KFU, the comparative assessments of the audience perception of the media image of the First President of the Republic of Tatarstan M.Sh. Shaimiev. The study demonstrates the impact of positive and negative narrative media content on media images of politicians. They proved the effect of a single short-duration media material on the transformation of image characteristics. The results of the study can be useful for political scholars and media psychologists in order to diagnose the transformation processes of the political image in the collective consciousness.

The purpose of the article is to provide a systematic description of communicative strategies and tactics of formation of the image of a politician in media discourse. The scope of the study covers pragmalinguistic means of crea-tion of the image of a politician in modern media discourse. The object of the study includes the communicative strategies and tactics of representation of positive and negative images of a politician in media discourse. The study analyzes German media texts of speeches of politicians and interviews with politicians in the media from 2017 to 2020/ ; В статье рассматриваются коммуникативные стратегии и тактики формирования образа политика в немецких СМИ.

Examines the breadth and depth of political elites' negative image, with some focus on the neo-populist Freedom Party (FPÖ) as gaining most politically from attacking politicians and the democratic political process, and as the party blamed for the deteriorating image of Austrian politicians.

The article proposes a study of strategies for forming the image of politicians through Internet technologies. The main existing methodological approaches to studying the issues of forming a political image using modern information technologies are considered. A typology of strategies for the formation of a politician's image on the Internet is proposed, based on the priority of using the Internet. The strategies of preferential and auxiliary use of the Internet and new information technologies for the formation of the image of a politician are characterized. The strategy of the predominant use of Internet technologies for the formation of the image turns out to be the most promising for opposition politicians. Incumbents and representatives of the ruling party are interested in more diversified approaches to the formation of a political image and are using a strategy of auxiliary use of Internet resources. The degree of importance of new information technologies in solving problems of forming and promoting a political image depends, inter alia, on the political guidelines of the audience. The question of the applicability of a common typology of strategies for the formation of a political image to the process of forming a political image on the Internet is considered. The issue of measuring the effectiveness of individual strategies for the formation of a political image on the Internet remains insufficiently studied in modern science.