Rola środków masowego przekazu w formowaniu wizerunku ukraińskich liderów politycznych: analiza retrospektywna
The role of mass media in the creation of Ukrainian political leaders’ images: retrospective analysis

Author(s): Svetlana Kozyryatska
Subject(s): Language and Literature Studies
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: The specificity of Ukraine’s media space was observed: the use of mass media as a tool for creation of political leader’s image. The real (natural) characteristics of the political leaders’ images as well as the desired (phantom) characteristics are observed: 1) those, that were created spontaneously; 2) those, that were created artificially, with the use of mass media irrational elements (archetypes, myths, dynamical stereotypes, mentality, traditions, political technologies and so on). The article deals with the specificity of the work of Ukrainian media, that influences the image’s presentation of one or other politician: the realization of the government’s influence on the redaction policy of the TV-channels in 1990th and the influence of “political preferences” of the TV-channels’ owners, that belong to business structures, in 2000th. The two ways of the creation of political leader’s image were established: 1) autopresentation in mass media, 2) presentation of the opponent’s image by means of mass media.

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