POLITICAL IMAGE OF A POLITICIAN IN THE CONTEXT OF THE CONCEPT OF CHARISMATIC LEADERSHIP

Abstract

The article examines modern problems of charismatic leadership. In the information age, to create a charismatic image of the leader, image formation technologies are used. Information technologies make it possible to create an artificial image of politicians, widely distributed among citizens. To achieve political leadership, especially during the electoral campaign, the most attractive image to voters is formed. The visualization of political life increases the role of external characteristics, which begin to dominate the content of the political program. To achieve political leadership, especially charismatic, it is necessary to operate according to the policy of perception and to use actively information technologies.