Politinės paslaugos ir jų vizualizacija politinėje komunikacijoje
Political services and their visualization in political communication

Summary/Abstract: The article explains the conception of political service, its specific features, and provides the ways and means of achieving its visuality which is crucial for the acceptance of the consumer (the potential elector). There are discussed the possibilities of the medium and new image creation technologies to visualize political services and the image of a politician. It is shown that there are the following three ways of media to visualize the politician: iconological (through selected and provided photos of the politician), vocal (highlighting not what he says but how he does it), and kinetic (showing how he moves and communicates with the surrounding people). Thus, the media become not only the provider of the politician’s visual image, but also the co-author of the services offered by him to society which is capable, using the effective communication means, to distort or to fate the communicable message. The positive and negative consequences of visualization of political services are disclosed in the article as well.

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