Keywords: political image, own brand, election campaigns, social networks, media channels


The political image, its formation, use and analysis are studied. Current approaches and methods of creating and effectively using a political image during communication between politicians and citizens are considered. The main goal is not only to generalize knowledge in this area, but also to identify key factors affecting the effectiveness of campaigning for political candidates.

A historical review of the political image is carried out, starting from the first manifestations to modern trends. The author examines the importance of political image in modern election campaigns and its role in shaping public opinion and voters' decisions.

Next, the influence of the individual brand of political figures on campaign effectiveness is investigated. The author draws attention to the need for consistency and appropriateness of the actions and speeches of political figures in order to achieve successful use of the political image.

The article also analyzes modern tools and technologies that help political figures create and manage their image. The author examines the influence of social networks, television, advertising and other media channels on the formation of a political image.

In the conclusion, the author sums up the results of the research and draws conclusions about the importance of political image in the modern political arena. The article provides useful guidelines for political actors and consultants, helping them to understand and use political image in their work.


Download data is not yet available.

Author Biography

Maksym Honcharenko, V.N. Karazin Kharkiv National University, 4, Svoboda Sq., Kharkiv, 61022, Ukraine

PhD student, Department of Political Sciences.


Bayrachna, L.K. 2013. The role of mass media in forming the political image of state power, Information and law 3(9) : 97-104.

Political science encyclopedic dictionary/Ref. V.P. Horbatenko; Under the editorship Shemshuchenko, V.D. Babkina, V. P. Horbatenko. 2004. 2nd ed., add. and processing. K.: Genesis.

Kornienko, V. O., Denisyuk, S. G. 2009. The image of a political leader: problems of formation and practical implementation: Monograph. Vinnytsia: UNIVERSUM-Vinnytsia.

How to Cite
Honcharenko, M. (2022). COMMUNICATION OF POLITICIANS WITH THE AUDIENCE: TOOLS AND SPECIFIC APPLICATIONS. The Journal of V.N. Karazin Kharkiv National University. Issues of Political Science, 42, 45-49.