Imidž političara u svjetlu medijalizacije i teatralizacije politike
The Image of Politicians in the World of Medialization and Theatricalization of Politics

Summary/Abstract: Banalization of politics, unclear programs and program goals of political parties, apathy and electoral abstinence of voters demanded new approaches to politicians in the race for voices. Politics is personalized and thus tries to get closer to voters. Politicians become entertainers, stage performances and perceptions of politicians become a benchmark for quality to perform a certain political function. The picture becomes more important than the tune, no matter what is spoken but how and who it is. The media, especially visual ones, are important because they enable the presentation of the image the politician wants to present. At the same time, they participate in the image building itself as they pose demands for adapting politicians to the appropriate media format, schemes. Politicization of the media is a prerequisite for election success. The boundaries between the public and the private are deleted because it delights the audience. The spectacle selling the media space and politicians allows continuous appearances in mass media, and if it does not “spin” in mass media, politicians have no political future. This paper tries to identify the role of politicians in political communication and the role of media in building a political image.

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