Kreowanie obrazu przywódcy politycznego i manipulacja nim

Abstract

The process of forming the visual image of the leader in the media was presented and the forms that this image takes take were described. It has been put forward that the visual image of a political leader or enemy depends on the position taken by the media creator of this image, depending on current political needs and the needs of society. This change is influenced by historical, cultural, religious, political, economic and technological elements occurring in the social environment. Creating a media image of a leader is a tool of political marketing, whose goal is to achieve political victory and achieve political goals, adopted strategies, as well as to gain public opinion for actions taken by decision-makers. Two patterns of leader image were analyzed: warrior and defender. They were compared with the media image of the US presidents: Barack Obama and Donald Trump and referred to the images of the warrior and defender operating in the productions of world cinema.