Application of Internet Technologies to Developing the Image of a Modern Politician

The work reveals the concept of image as the main task of building communications between a political leader and the electorate. The multidimensionality of image formation, as well as historical reasons for the growth of its relevance, are noted. The reasons for the prevalence of the image of the party leader over the image of the entire party structure in modern conditions are analyzed. The basic image structure is revealed, as well as the mechanism and strategies for its formation. The structure of influence on the image of external factors, as well as frequent errors in its design, is highlighted. The experience of the Russian image makers and political strategists is noted, the Russian approaches to the formation of the image of a political leader are compared with the approaches of Western countries. The importance of using modern digital technologies and the media as the main tool for creating a media image of a political leader is noted. The issues of legal regulation of data analysis, as well as methodological approaches to the analysis of political figures are considered. The scientific novelty of the study was the development of a methodology for analyzing the image of a politician in social networks, based on an analysis of VK users using the collection of text data and analysis of keys. The results of the study can be applied to the election campaign of a modern political figure, as well as during the period of office.