PERFECT PROJECTION OF THE IMAGE CHARACTERISTICS OF A POLITICAL LEADER FORMED BY MEDIA

Abstract

In this article the ideal projection of a political media image is investigated as part of the system “image – media image – image in the public consciousness”. In particular, image characteristics are considered as components of this projection. The author proposes a methodology for identifying and examining the qualities of a regional political leader through quantitative and qualitative methods (method of focus groups, semantic differential, questionnaires and expert assessments). Professional-leadership and civil-patriotic image characteristics are investigated in the context of positive and negative modulation, various interpretational assessments and expert opinions. On the example of the Republic of Tatarstan, it has been proved that the design of an ideal projection is significantly influenced by regional specifics. The proposed approach to the formation of a “map” of image characteristics allows further examination of the real media image of a political leader and the image in the public consciousness.