Кинестетичните средства като стратегия за изграждане на персонален имидж в българската кандидатпрезидентска кампания 2021 г.
Kinesthetic means a strategy for building a personal image in the bulgarian candidate presidential campaign 2021

Author(s): Anelia Georgieva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: debates; presidential candidate campaign; non-verbal communication; kinesthetic cues; personal image; 2021 campaign; presidential candidates; Rumen Radev; Anastas Gerdjikov
Summary/Abstract: The article presents the results of a study of kinesthetic means in building a personal image of two presidential candidates in the Bulgarian presidential campaign 2021. The debate between Rumen Radev and Anastas Gerdzhikov, transmitted by BNT1 from 18.11.2021, is analyzed in it. The methodology includes a descriptive and comparative method –kinesthetic cues are examined by quantitative and qualitative indicators. The goal is to establish how kinesthetic cues to build a personal political image of different candidates in the presidential campaign, during the debates. The tasks are to present a theoretical framework and to build a methodology for analyzing kinesthetic cues. The hypothesis is that kinesthetic cues contribute to building a personal image in political communication. An inexperienced candidate in debates often uses kinemes, while an experienced opponent combines more kinemes from different parts of the body.

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