Reactive political leadership
Reactive political leadership

Summary/Abstract: We live in the twenty-first century, which witnessed by far the most intensive marketing of politics, and traditional approaches (The Great Man Theory, ‘situational’, ‘relational’) to the process of emergence of political leadership are simply not enough. Cooperation between leaders and their followers is determined by cultural and social context, specific political situation of the time, patterns of social behavior. Development of new information technologies and dissemination of the means of mass communication have introduced another factor to the analyzed process, forced by civilisational changes. These changes initiated the processes shaping the emergence of a fourth approach to political leadership, which we may call ‘reactive’. Reactivity is an active process of management of the changing image of the leader, responding to the evolving social preferences, and subsequently disseminated through the media.

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