TECHNIQUES AND MECHANISMS OF FORMING IMAGES OF POLITICAL LEADERS 

Novikova Ekaterina Nikolaevna, Applicant, department of social and political studies,public institution «Research Institute under the Administration of the republic of Mordovia» (Saransk),vikyra@yandex.ru, vikyra@mail.ru

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For the modern political leader creation of its image is top-priority task. Technologies and mechanisms of the image formation should be used systemically, including image legend, appearance, speech, nonverbal characteristics, behavior and performances of the political leader.

image, technology of imagemaking, political leader, performance, archetype, strategy of the image