ИМИДЖ ПОЛИТИЧЕСКОГО ЛИДЕРА – БАЗОВЫЕ КАТЕГОРИИ

The purpose of this article is to introduce the main categories that characterize the
phenomenon of the image of a political leader, as well as the process of its formation in
today's competitive political market. The author substantiates the thesis that the world is
ruled by images people and the political parties do not form a space, and the names of the
leaders, as modern politics is extremely personified. To personification was successful, you
need to pay special attention -“isolation” candidate from its competitors, accentuating not
only political, but purely personal characteristics that most distinguishes it from other
politicians. The author believes that a political leader is one of the leading actors of the
political process, and political leadership institute acts as the interaction between the leader
and his followers. Image of a leader is formed and used as a tool for the implementation of a
leadership role and functioning of the Leadership Institute. Accordingly, when the question
is posed to the fore the external characteristics of the policy. This is not always directly
related to the real abilities and capabilities to carry out its policy of a specific role in the
government. However, it is helping him get into such structures - that is to become a
politician. The author analyzes the image of the leader as a philosophical standpoint - as a
form of life of human existence. Halo unusual man, a historical person who acquires as a
politician's image, including through empathy, identification, and other mechanisms of
internal power of voters. Its concentration and allows policy ultimately rise above the
current situation. One of the most effective marketing strategies to win the trust of voters,
according to the author - to show that the leader is similar to the voters that he has with them
the same concerns and problems that he – “one of them”. Based on the conclusions stated in
the article that the character's image should be culturally sensitive, educated population,
economic situation and mentality of the people, and that the image content due to a
particular slot.

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