The image of a regional political leader of modern Russia: specific design

When considering a political system of modern Russia, a politicalleader image is one of the key notions.In political science an image is commonly understood as an objective reality reflection. It kindlesresearches interest in surveying an influence of objective reality on populations perception of one oranother leader. A subjectivistic approach is opposed to objectivistic one. Its main principle implicatesthat any reality (including political one) is socially constructed and it does not correspond to objectivereality. Authorities, political leaders using mass-communication tools create their own reality imposingit upon population, nationals. In such a world a communication between two subjects gains a formof a performance. In post modernist epoch an artificially created politics world is maintained by constantpolitical leaders presence on TV screens. Nowadays, a leader is a person who successfully promoteshimself in mass-media. Politics virtual reality conduces to interaction of authorities and nation, aleader and his followers, a country president and regional authorities.A regional leader of modern Russia is less and less put under institutional obligations with regionalcommunity, and more and more - with the federal center. Primarily, it is a result of regionalauthorities direct elections cancellation. More attention is paid to the beadledom to a president in connectionwith a new setting model. Moreover, such beadledom should be effective, bring bonusesboth to a regional leader and a region. Such type of leadership (called organizational) becomes a distinctivefeature of political leadership in modern Russia.A political leader image is composed using two main techniques. The first technique: masscommunicationtools create a required background to one or another leader at the instigation of thecenter authority. This very fact is the cause why some regional managers become leaders, but other -outsiders. The second technique: regional leaders themselves do their best in order to meet the intentionsand requirements of the president by means of the virtual reality establishment in their own regions.First technique substantiation was reached by analyzing information agencies, funds and printedsources ratings. Such ratings contribute to a leader image of regional managers. In such case an imageshould be consistent with the president and region population expectations. Regional leaders highpositions coincidence in as a minimum two ratings tells about successful leader image building. Thesecond technique was envisaged as an illustration to the first mentioned. A website and a live journalare taking second billing in image building. It approves a decline in regional leader to his nation relationsignificance. On a first-priority basis a regional manager leaders image is created for the federalauthority by the same federal authority. A leaders image of regional manager is the result of focusedbuilding by means of mass-media.

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