Abstract

Article deals with political image as main instrument of getting power during election process in Ukraine. Political image is a base of social stereotype and influenses on mass consiousness. Political image is being created on the base of interaction of information, emotion, communicative and active factors. Political image - a kind of reflection of the social idea of the perfect embodiment of a social role is a set of assertions and perceptions of voters about specific policy through generalizations and emotional experiences. The essence of political image is in the nature of social stereotypes and its impact on public consciousness as a political leader ‘s image is created on the basis of specific information plexus, emotional communication and activity factors. Working with the image of politics as part of the election campaign - a series of steps, which are technological in nature, it is about methods of preparation, organization and implementation of image. Political technologies used in creating the image of politics - a set of measures aimed at creating a positive image and thus - weakening opponents. In general, political leader’s image is positive due to the fact that it brings politics to his electorate, forcing people to consider mood, maintain constant communication with him. Image for voters allows us to identify the candidate as a person and make it stand out from the total number, feeling him confidence.