THE CASPIAN REGION:Politics, Economics, Culture

Scientific journal

STRATEGIES FOR SHAPING AND BROADCASTING THE IMAGE OF POLITICIANS ON THE INTERNET

2021. №1, pp. 84-89

Kurkemova Emilia T. - Astrakhan State Polytechnic College, 42 Kulikova Str., Astrakhan, 414041, Russian Federation

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.

Key words: political image, Internet technologies, digitalization, political leadership, image formation, image broadcast

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