TRANSFORMATION OF POSITIVE AND NEGATIVE IMAGE CHARACTERISTICS OF A POLITICIAN FORMED BY MEDIA

Abstract

The article presents the problem study in the context of society development dynamic processes and the political system: the role of a positive media image of a political leader is substantiated; positive image features of a public image are presented that become key ones in public opinion development. From the perspective of an integrated approach, the case study has been developed to study the media image of a politician, including the focus group method; free association method with interpretation of the language of symbols, etc. They presented the results of an experiment conducted with the participation of students and undergraduates of the Higher School of Journalism and Mass Communications of KFU, the comparative assessments of the audience perception of the media image of the First President of the Republic of Tatarstan M.Sh. Shaimiev. The study demonstrates the impact of positive and negative narrative media content on media images of politicians. They proved the effect of a single short-duration media material on the transformation of image characteristics. The results of the study can be useful for political scholars and media psychologists in order to diagnose the transformation processes of the political image in the collective consciousness.