МЕДИЙНИЯТ ОБРАЗ НА БЪЛГАРСКИЯ ПОЛИТИК ПО ВРЕМЕ НА ПРЕДИЗБОРНА КАМПАНИЯ
THE MEDIA IMAGE OF THE BULGARIAN POLITICIAN DURING THE ELECTION CAMPAIGN

Summary/Abstract: The purpose of the study is to analyze some of the components of the para-lingual modality of different candidates for political opponents, representatives of leading political parties, in order to trace how non-verbal vocalization, in particular the voice with its characteristics as part of the paralingual modality, plays role in building and shaping the political image and drawing relevant conclusions about the importance of shaping and positioning the political image. The subject of the study is the non-verbal communication activity of the Bulgarian politicians, covered by the media, and especially the para-lingual modality and its components, as we focus on some of them: intonation, tempo, pause, melody, tone of speech. As the topic of para-lingual modality is multidimensional, we accept the following limitation: because of the small empirical sample used, the study should be expanded with theoretical compaction, which will lead to clearer generalizations in the future.

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