Modern Understanding Of Image As An Integral Part Of Political Life: Challenges And Trends

Abstract

The need for further political analysis of the image problem is substantiates in the article. With the growth of democracy, the number of political actors is also increasing, so the issue of positioning is important for individuals involved in the political life of society, and for organizations, institutions, community initiatives, international networks. The image is understood traditionally (as technology, strategy, advertising or propaganda of a certain image), as well as in a relatively new aspect (usually the norm of democratic coexistence and understanding). An analysis of new thematic scientific publications, mainly by Ukrainian authors, is offered. Political science works of recent years point primarily to specific subjects as expressions of certain image strategies: political parties, authorities, the state and even transitional democracies. The issues of image formation in politics expand to the level of quality and potential of the existing political regime, mechanisms of interaction between the state and civil society. The image of think tanks, whose influence grows with the establishment of democratic guidelines, is singled out. Technologies of modern image development, in particular its Internet support is gradually becoming an independent and promising area of further political science research. Public demand often determines the content, quality and even quantity of images common in specific political and historical conditions. The interdisciplinarity of the problem makes its adjustments in understanding the essence and objectives of the image. In particular, the argument in favor of constructing a political image taking into account the responsibility to society has been strengthened. Modern harmonious image in socio-political life is complemented by scientific, volunteer, educational, environmental, analytical activities