| dc.description.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. | en_EN |
