IMAGE BUILDING FOR POLITICAL LEADERS IN ELECTION CAMPAIGNS

This paper explores the role of image building in contemporary political campaigns, in particular, to what extent that can determine the winners of the election. Building the image of a political leader since the beginnings of psychological, sociological and communication studies,, is an unavoidable part of a successful campaign.  The case studies of several world famous politicians show that the image-building tactics were changed over the years. Specifically, this paper deals with 1.The importance of building a media image; 2. Types of profile images and 3. Characteristics of profile images.