Завдання політичної іміджевої стратегії

Abstract

The paper is devoted to the study of the political image strategy functioning and the characterization of its objectives, since it is impossible to form the desired attitude of society towards a political figure or party, as well as to create an appropriate vision of them without the successful application of its mechanism. Under current conditions, the political image strategy, designed to meet the needs of both its creators and a particular audience whereto it is distributed, shall function effectively, namely, fulfilling a number of inherent tasks that proceed from its goal. Therefore, the goal of the political image strategy has been determined before describing its objectives. The next step was to analyze the objectives that are arising from the goal for existing types of the image strategy (pre-election, election, supportive strategies, tranquility strategy, geo-climatic, internal and external strategies, mass media and communication strategy and public strategy). This made it possible to distinguish clearly and characterize both the objectives of the political image strategy and the objectives inherent with its various types. As a result, it became possible to identify and characterize the full mechanism of the political image strategy functioning and present it in the form of a scheme: an original image of a political actor “at the input”, and his arranged (desired) image “at the output”. This is a universal scheme that can reflect the image-building cycle of any political actor. Despite the fact that the presented scheme has input and output positions, this does not mean that work with the image is over upon reaching the latter. The development of an image can be suspended only for a period when it causes the desired reaction of society. As soon as it changes in the opposite direction, an image of a political actor can be re-arranged according to the scheme proposed by the author in order to obtain the expected result. Undoubtedly, this scheme can serve as an auxiliary element in the development of a political image.