Volume 9, Issue 6, June – 2024 International Journal of Innovative Science and Research Technology

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Main Typologies and the Functions of Using the

Image in Politics, Political Images
Shener BILALLI
Faculty of Humanities and Social Sciences
International Balkan University
Skopje, North Macedonia

Abstract:- The importance of research topics derives political leaders, to develop their typology and to explore the
from the theoretical and practical importance of building awareness of the masses to discover the components of the
the image of political leaders in the modern world. With image of an ideal politician.
the emergence of beautiful and bright shells of people
carrying images, external features, and encrypted The most influential scholar who created the policy type
information’s in the 21st century, those images will is H. Lasswell, M, Haberman, D. Winter, J. Longitudinal
become an integral part of the lives of both individuals studies are being conducted around the world to find out the
and the political system and the nation. It takes a lot of details of the ideal policy. On such study lasted almost 50
effort to create a truly effective image. Therefore, it is years from 1952-2000, W. Performed by Benoit and J.
important to first figure out the rational for studying the McHale. The main characteristics of the ideal politics of a
image process. And only after studying the phenomenon qualified scholar are morality, leadership qualifications,
of the image of a political leader from a scientific point of sensitivity, and integrity [1].
view, various experts developed the image of a particular
leader in a practical way. An important aspect of the II. ANALYSING THE POLITICAL IMAGES
image building process of political leaders is the leader’s
transformation strategy, which builds an image that The essence of the “image” phenomenon has passed the
works and succeeds. During the times, images always path of evolutionary development and thanks to the electoral
have been part and in the centre of public politics, on the process this term begin to be used in relation to the political
other hand, when we are seeing the political leader or a political party. The process of image formation
communication from the visual aspects or social media came to the fore du the development of democratic principles
aspects we are catching the real momentum of the for the establishment of key state institutions. Politics has
political communication. Based on the new facts, there become an arena of war between different parties, politicians,
are still some important research problems/ gaps in this and interest groups. To achieve the final goal in the electoral
area. This paper examines the key role of the “image” in process, it is necessary to gain the maximum trust of the
modern political campaigns, especially based on what population, which will help develop the best image of a
kind of political communication image the politician can politician. One of the founders of imageology, the American
the politician win the election. Sociologist K. Boulding, in his book ``Image: Knowledge in
Life and Society``, propose a concept according to which an
Keywords:- Image, Politics, Social Media, Public Relations, image is a certain stereotype of behaviour that influences the
Leadership, Election Campaigns, Psychology. action of an individual, a group of individuals or a nation.
According to him, the concept of image is opposite in its
I. INTRODUCTION meaning to the concept of knowledge. “Knowledge is based
on truth; image is based on faith’’ [2]. According to the
Communication through political images and social researchers, political images are role images. In political and
networks is already important. The leaders with the best social life, each person assumes a certain role and constructs
image possible usually get the most votes. Images are no his behaviour with the image of this role.
longer seen as a psychological process of perception. It is
believed that this concept is comprehensive, carefully Related with the characterization of image is given by
designed and practiced, achieving certain benefits, including the American historian D. Boorstin in his book “Image, or
social, psychological, and material ones. Thera are other What Happened to the American dream?’’ he defines these
products on the internet that offer a variety of image services key concepts as an illusory form of consciousness based on
and promotions. Politicians and political parties often hire pseudo-facts, an inadequate, simplified representation of the
advertisers as campaign consultants to build an image that
meets the expectations of voters. Therefore, various types of
[1] Benoit W. L., McHale J.P., Presidential candidates’
polls were conducted to investigate the political image and
television spots and personal qualities, Southern
analyze the leaders (political) themselves and their
Communication Journal, Vol. 68, 2003, p.319-334.
supporters. At the same time, many research studies were
[2] K. E. Boulding, The Image: Knowledge in life and
initiated and conducted over time globally to analyze famous
society, University of Michigan Press 1956, p. 75.

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Volume 9, Issue 6, June – 2024 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24JUN1423

reality. Based on the D.J. Boorstin, he says …. “We are so If we go deeply to the problem issue, we are faced with the
used to our illusions that we take them for granted. We need value facts like in the following: Personality lifter: Thanks to
them, we strive for more of them, to make them the most the creation of an attractive atmosphere around the
important, vibrant, and interesting. This is a world created by personality, he becomes in social demand, unrestrained in
us, a world of images…. [3]. On the other side American displaying these best qualities. I Comfort in Interpersonal
political theorists J. Mac Leod and M. Edelman consider the relations: The essence of this function is that the charm of
image as an image that could transform people’s people objectively instils sympathy and goodwill in their
consciousness, as they perceive images to a greater extent communication, and therefore a moral measure of tolerance
through intuition and emotion. An image is a created artistic and fact. Psychotherapeutic: Its essence is that a person,
process. This process involves the use of phenomena and thanks to the awareness of his individual uniqueness and
actions such as planning, art, and skill [4]. increased sociability, gains a stable positive mood and self-
confidence. Thus, the value functions of the image testify to
 The Typology of Images: its indisputable importance in building a healthy spiritual
In the late 20th century and early 21st century, organization of the personality accessible to other people, is
Ukrainian and Russian specialist in Imaging look to define manifested the inner world of a certain person. This is the
the essence of the image as a socio-political phenomenon. role of image value functions is so great. I would like to
However, it should be noted that there is no complete unity emphasize that the main function of building the image of
here. Thus, V. Korolko considers the image as “artificial political leader is to manipulate the minds of citizens. If this
imitation or artificial elevation of the external form of an function has worked successfully, then the political leader
object and, in particular, of a person” [5]. E. Egorova – has a real chance to increase the percentage of his electorate
Gantman calls the image “a specially created political image, and thanks to this appear victorious in the elections. Also,
deliberately formed to achieve goals” [6]. Some scholars when studying and building an image, it is important to know
believe that political image is a package of ideas, package of the main components of this phenomenon, because it is
feelings, and set of the beliefs that an individual or a group of impossible to create something truly functional and
individuals has about different political phenomena or goods. successful without knowing the internal content of the topic.
As a rule, the concept of image refers to a specific person, Ukrainian scientist P. Frolov finds the following components
but can be extended to a group of people, an organization, a in the structures of a leader`s image: the personality traits of a
product. It is formed both on the basics of a person`s real politician, the type of his political orientation, this place in
behaviour and under the influence of evaluations of others. power institutions or informal formations (president,
So, in the practice political science, an image is, first, a parliamentarian, idol of the crowd.) [8]. Italian scholar D.
genderized image that arises in citizens about political Garcia argues that the personal qualities of a political leader
entities. Another think is that now image creators have play a crucial role for voters, as they provide an attractive
intentionally formed it. An image is an image of an ideal and label that suggest who will be the type of leader and
real political figure that is formed in the mind of the public. candidate: perseverance, trust, credibility, leadership appeal,
An important part of imagery is devoted to the functions of as well as appearance [9]. To study the process of forming
this phenomenon. Thus, G. Pochepkof singled out three the image of a political leader, it is desirable to know and
imaging functions, and they are like: Identification (an understand that there are a few different typologies of this
image stereotype, so you can at once link it to a specific concept. They are all built based on different criteria and
person, because it defines already proven ways of characteristics. In shaping the image of a political leader, a
identification. The object becomes secure, easily prominent place is occupied technologists who study the
distinguishable); Idealization (the image tries to pass the demand of the electoral market, the existing preferences of
desired thought, that is, the leader seeks to adapt to the the population. Based on this knowledge, hard work is done
expectations of the electorate); Opposition, as it is built on the image of a politician that should attract attention,
systematically, based on existing images (each feature interest, and differ from other candidates. To create a
becomes brighter compared to the opposite) [7]. Related with successful and exact image for this election campaign, it is
the classification of the images, some of the scholars dived necessary to attract as many resources as the candidate and
the image functions into two groups: Value and Technology. his inner circle have. This network uses all capital to increase
the candidate’s evaluation by him.
[3] D.J. Boorstin, The Image: Or What Happened to the
American Dream? New York 1962, p. 315.  The Evolution of the Political Images:
[4] J. Mac Leod, N. Webb, Obama and World Making: Art, The category “Image” is not a modern invention and
Language, and Leadership-Imagery as Constitutive of has its own scientific background and way of formation.
Political Action, Canadian Political Science Association Unlike the concept that has been formed recently, the image,
Annual Conference Carleton University, Ottawa on May 27.
2009. [8] П. Фролов, Психотехнологии впливу на виборца:
[5] V. G. Korolko, Besics of Public Relations, Moskva 2000, правда и бигадки, Науковии стдудии из социјално
p. 294. политички психкологии, 2002, Но 5 (8), p. 169-182.
[6] E. Egorova-Gantman, E. Abashkina, K. Kosolapova, [9] D. Garzia, the personalization of politics in Western
Leaders Images, Moskva 1994, p. 5. democracies: Causes and consequences on leader-follower
[7] G. Pochepkov, 20th century Communication Technologies, relationships, “The Leadership Quarterly” 2011, Vol.22, No
Kyiv 2000, p. 47-48. 4, p. 697-698.

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Volume 9, Issue 6, June – 2024 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24JUN1423

as a phenomenon of social life, has existed at all stages of the but also the “new earth” which appeared because of great
development of human society. Indirect confirmation of the geographical discoveries. The person himself becomes
fact that the concern for a proper image was characteristic of young, his image, clothing, habitat, food and, finally, attitude
a person in different periods can be preserved the nicknames towards his image. Renaissances aesthetics saw harmony in
of historical persons: Richard Zimra Luan, Yaroslav the the ideal organization of the human body, in the
Wise, Ivan the Terrible, Phillip IV the Beautifull. Ancient intermingling of the external and the internal, in the
states, having a complex social structure, left in their cultural consistency of parts and the whole [10]. Of particular interest
heritage not only magnificent works of art and literary in the history of images formation are the works of the Italian
monuments, but also specially created images, carefully political thinker Niccolo Machiavelli “Emperor” and
thought out by rulers. The social definition of the image is “History of Florence,” in which they received ideas about the
the most important feature of the culture of Ancient Egypt. role of image in the system of public relations. It was
The portrait of the sovereign was based on a consciously Machiavelli who recorded the moment in history when the
elevated image, without everything accidental and process of creating an image was transformed onto a
insignificant, with clearly selected and carefully crafted consciously regulated activity, when the role of the image in
features. In Pharaoh`s ceremonial attire, every detail, symbol, successful social adaptation was realized. Machiavelli noted
colour works to create the idea of divine power. Here that political leaders is a sovereign who stands for society as
everything is thought out down to the smallest detail. The a whole and uses every means to keep public order and to
golden mask of Pharaoh, which has the features of portrait preserve his state. Machiavelli allowed the immortality of the
resemblance, the royal robe adorned with sapphire glass and leader only in case of a deadly danger to the Homeland. The
lapis lazuli, the chest in the shape of hawk with outstretched Machiavelli called the image a “mask,” which is necessary,
wings, and the golden tiara in the shape of a serpent are all and most people judge the sovereign by it. This, he believes
the signs of the sovereign. that measures are dependent on influence authority, he is
precepted like the creator of one of the most influencer
Ancient society made a great contribution to people’s leadership styles. In fact, if we talk about an understanding of
ideas about the importance of their image. Of course, the the political image, then it is reflected in Machiavelli`s
problems of image in the modern sense of the word were not concept of the ideal sovereign. According to Machiavelli,
and could not have been the subject of a particular study of who based on the psychologically imperfect nature of man,
thinkers of the past and were not singled out in their works. believe that it is necessary to avoid creating a direct image of
The most famous philosophers of antiquity, Socrates, Palto, a politician striving for political goals understandable to all.
Aristoteles created the theory of harmonious development of For the sake of success, it is necessary to use an image
the individual, raised the questions of relationship between developed considering the specific and realistic political
nature and social in man, the connection between soul and conditions that have developed in the state.
body, the question what education makes a perfect person.
Thes problems are considered in relation to such basic The new time has brought new accents in the terms of
philosophical categories as `` man``, ``state``, `` sociology``, the role and place of the individual in the life of society. The
``soul`` and ``body``, ``beauty`` and ``harmony``, ``sensory focus was on one person, with his individual qualities,
perception`` in their concept. The work of ancient autonomy, sovereignty. Until the twentieth century, the
philosophers also offers philosophical and methodological concept of “image” did not exist, it was not structured, but
approaches to the analyses of the image phenomenon. The the individual components of the image were always known
Middle Ages can hardly be called an era that could enrich the description of external features and their correspondence
and develop image theory. However, this impression is with the internal world of a person. At the same time, not
misleading. Suffice it to recall that “image” and only positive characteristics were implied, but also
“resemblance” were extremely meaningful concepts for the correspondence with external negative ones, which
Middle Ages. This time he created many images that became negatively affects others during the first interaction with
symbols of the era: a crusader, a monk, a merchant, a burger, them. It has always been believed that this is the first
a lady of the heart. We ca say that the Middle Ages was a impression that reflects the essence of a still unknown
period of domination. Ther are at least two features of person. Significant role in this was played by those attitudes,
medieval worldview and medieval culture that define the those rumours that the person himself developed. A person’s
importance of image for this era, it is symbolic and clothing has always been an important feature that has made
hierarchical. The Middle Ages created fine symbolic art, it possible to find his belonging to a group by the
symbolic poetry, a complex and delicate religious cult `` characteristics of the situation. The concept of “image” was
algorithms`` of secular and everyday life. On the other hand, of a practical and applied nature. The term was first used in
the Renaissance era laid out the ideal of a harmoniously advertising to differentiate homogeneous products in
developed person, which partly coincident with the image America. Then, in the early 1960s, she entered the political
created by Plato and become a sign of humanism. Man lexicon about the emergence of new methods of conducting
becomes only probabilistic phenomenon in the world, only in and organizing election campaigns. In politics, the term
man did they look for and find the “measurement of all “image” reflected the public side of the candidate’s turnout.
things.” The rejection of medieval asceticism, the liberation
of everything natural, sensual, from accusations of sin, leads
to renewal in all areas. Not only public but also private life. [10] Z. Le Goff, Middle Ages Peace in Education, Moskva,
Not only the “new heaven” created by Copernicus appears, p.440.

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Volume 9, Issue 6, June – 2024 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24JUN1423

The problem of the essence of the image of a political to the peculiarities of reality, political consciousness, and
leader in its modern sense, as well as its practical political culture of the citizen.
implementation, began to be addressed not so long ago: in the
West since the 1960s, and in the post-soviet space, since the Image has become an important part of the election
early 1990s. In domestic political science, the topic of campaign because there is a process of personalization, so
political image began to be addressed in relation to the voters primarily vote for one person. The image in the
development of democratic political institutions, a multi- election campaign is the image of candidate or a political
party system, the emergence of various media and the entry party that has developed in the minds of voters. The essence
into the political sphere of many politicians. All this created of the image of a candidate or party is the main feature,
the right conditions for the competition of political players in which when forming the image is superimposed by others,
gaining power. We believe that the proposed stages in the complementing, and reinforcing.
development of the “image” category are an important part of
the overall spectrum of research on political image problems. III. THE NATURE OF THE PSYCHOLOGICAL
However, attention to image has been updated in recent years IMAGE OF A POLITICIANS PERSONALITY
due the worsening problem of choice faced by people (for
example, goods and services, political parties and public The political image reflects the politician`s current
organizations, leaders, and executives), and competition in qualities on the one hand and the perceiver`s expected
different markets-the consumer, political and other. To sell a expectations on the other. The image of political power at the
product, a service, to attract a voter, to complete successfully same time reflects the ideas, opinions, knowledge, feelings,
in the market, a firm, a public organization, a university, or expectations, and assertions of the mass power [11]. The
bank must create a suitable image for itself. It is proper, an feeling of a political image based on main two types of
adequate image is necessary for any kind of social activity, immediate information sent personally like: the feeling of a
which is confirmed by many years of practice. Image is close politician (such as a large amount of information). The image
to concepts such as appreciation, reputation, fame, prestige, and process of political; feeling can be indirect or direct, as
authority. there are four elements in the structure of social feeling: the
subject of belief, the object to be perceived, the process of
Such a subject of political science research as the image belief itself and its end results.
of a political leader in an election campaign can be
considered through or a synthesis of several approaches. The  The Feelings of the Images, Politicians can Analyse in
phenomenon of image of a political leader can be studied two ways:
through various methodologies of political sciences such a
systematic, structural-functional, behavioural, discourse-  Image of a politician can be directly analysed as the
methodology, the theory of capital conversion. The psychological structure of a personality, by constructing
importance of image in achieving political success is the image of a politician without going through the
extremely important because image is one of the mechanisms perceptual process of the masses.
of influence on other people, the possibility of psychological  The analyses can also include the public feeling of
influence on the masses. The formation of a political image politician. In the case, the recognition process is direct,
can be fully managed and created according to schemes that but mostly through the mass media.
vary depending on the circumstances.
As a results, voters develop awareness or the opinion
 The Importance of the Politicians Images: about the politicians and their images. These feelings rarely
The image of a politician is an image that is specially correspond to the actual character of politicians and may not
formed in the eyes of different social groups. It does not arise correspond at all. Every politician already has a specific
spontaneously, but thanks to the deliberate efforts of the image that always existed before the politician become a
leaders himself and his team. The process of creating the politician, because every object, creature, or object,
image of a political leader is one of the main stages of the regardless of the mass media, had an image. This image was
election campaign, on which the success of a candidate in the created in connection with the personality structure of
election depends. The population of the country perceives in politicians. The personality structure can be analysed based
the first place a political leader through an artificially on the theories of various authors to find out how to evaluate
constructed image, which must correspond to the existing a politician’s personality, functional level, trait aggregation,
reality and the preferences of the electorate. The main task of or essential personality components such as behaviour,
the political image is to convey to voters’ information about motivation, and ego concepts, describes self-evaluation.
the subjects of the electoral process. The imagen consists of a
set of certain constituent elements, so the process of selecting Images have always been part of political
the components is important for the formation of a best communication. With the advent of technology, they are
image of a politician, which should increase the becoming increasingly important, from newspapers to
competitiveness of a political leader. Regarding the television to the Internet. We are living in the era of the
“personification of politics,” election campaigns today have images. This is also emphasized by statistics. Al people daily
turned into a real war of images and the winner is the leader,
whose images become more attractive now and corresponds [11] Shestopal E. B., Political psychology, Hreosmatic, M.:
Aspect Press.2007.

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Volume 9, Issue 6, June – 2024 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24JUN1423

upload approximately 300 million photos to Facebook and 95 [7]. Clary Shirky, The Political Power of the social media:
million photos to Instagram [12]. This is faster than it is Technology, the public sphere, and political change,
mow, and it is easier and more encouraging than ever to take Foreign Affairs 90(1), 2011.
photos and share them on social media. With the proliferation [8]. D. Garzia, the personalization of politics in Western
of portable cameras, politicians are already more prominent democracies: Causes and consequences on leader-
than ever. At the same time, visual images on social media follower relationships, “The Leadership Quarterly”
have become part of the toolbox of political actors and have 2011, Vol.22, No 4.
been used to influence voters. Image based political [9]. D.J. Boorstin, The Image: Or What Happened to the
communication research has long taken a special approach to American Dream? New York 1962.
visual and visual communication. Although many scholars [10]. David M. Ryfe, History and Political Communication:
argue that the study of political communication should focus An introduction, Political Communication, 2001.
on real images, the true focus still is on the text. [11]. E. Egorova-Gantman, E. Abashkina, K. Konovalova,
Leaders Images, Moskva 1994.
IV. CONCLUSION [12]. G. Pochepkov, 20th century Communication
Technologies, Kyiv 2000
The concept of the image of a political leader is [13]. J. Mac Leod, N. Webb, Obama and World Making:
multifaced and multifunctional at the crossroads of various Art, Language, and Leadership-Imagery as
social sciences such as psychology, sociology, and political Constitutive of Political Action, Canadian Political
science. Within every science, some aspects of imagination Science Association Annual Conference Carleton
are being studied. Therefore, for a comprehensive University, Ottawa on May 27. 2009.
understanding, consider the main methodological approaches [14]. Jay G, Blumler and Dennis Kavanagh, The third age
to define the image of political leaders. First the definition of of political communication, Political Communication,
research was taken from the conceptual device of 1999.
psychology. Therefore, it is proper to begin with the general [15]. K. E. Boulding, The Image: Knowledge in life and
and political psychology, i.e. considering the psychological society, University of Michigan Press 1956.
approach to defining the image of leadership. It should be [16]. McNair Brian, An Introduction to Political
noted right away that it is impossible to find a definition of Communication, Fifth edition; Routledge: London and
“political leader image” or “leader image” in the general New York, 2011.
psychology dictionary. However, in the psychology [17]. Richard M. Perloff, The Dynamics of Political
dictionary you can find another but similar word “image.” Communication: Media and Politics in a Digital Age,
The “image” is understood by general psychology as the Second Edition, New York; Routledge, 2018.
phenomenon that we are studying. To work on an image of a [18]. Shestopal E. B., Political psychology, Hreosmatic, M.:
political figure, based on the prism of identity and especially Aspect Press.2007.
the relational, cultural and personality aspects, television is a [19]. Simon K., Digital 2019: Global Internet Use
privileged channel today because there the guest character is Accelerates, launched on 20 January 2020.
no longer just a voice who can also give a number of wrong [20]. V. G. Korolko, Besics of Public Relations, Moskva
answers, but he is physically over-exposed and obviously his 2000.
impact which may have positive or negative impact on [21]. Z. Le Goff, Middle Ages Peace in Education, Moskva
opinion. 2000.
[22]. П. Фролов, Психотехнологии впливу на виборца:
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