Pashhenko Y. Technologies of formation of a political leader's image in Ukraine (for example, 2004 and 2010 presidential campaign)

The object - the image of a political leader in Ukraine. The objective - the disclosure of the content and the specific process of forming the image of a political leader with the help of modern technology and study the impact of these technologies on the image of the presidential candidates in Ukraine (the main political opponent, V.Yanukovych, V.Yushchenko, Y.Tymoshenko) for example, election campaigns in 2004 and 2010 years. The study employs - the systematic, historical, comparative and other methods. The theoretical and practical results - a complex theoretical and methodological analysis of the formation of the image of a political leader as the basis of efficiency campaign. The novelty - summarizes the theoretical and methodological approaches to the analysis concept image; singled out key factors that affect the process of image formation; the necessity of reforming the electoral framework in Ukraine as part of the presidential election; the authorized definition of the concept of the image; the basic characteristics of image formation in the presidential elections of 2004 and 2010. The rate of implementation - development of concrete recommendations to create the image of a political leader in the presidential election. The scope of application - covers the activity of power structures, political and public organizations.