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

Vladyslav Buinitskyi; Anatolii Yakovets

doi:10.31435/rsglobal_ws/30112019/6783

Vladyslav Buinitskyi International Relations, Taras Shevchenko National Taras Shevchenko University, Ukraine, Kyiv
Anatolii Yakovets Associate Professor, Ph.D, Chair of International Media Communication and Communicative Technologies, International Relations, Taras Shevchenko National University, Ukraine, Kyiv

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

Keywords: Image, political leader, media, PR specialists, mass consciousness

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”.

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