THE INSTITUTE OF POLITICAL IMAGE-MAKING: THEORETICAL ASPECTS OF FUNCTIONAL SUPPORT

Abstract

The article presents the issues of functional support of image-making which can be the basis of the analysis of image positions of the leaders. The authors consider the following functions of the institution and structures of the image-making to be the most important: translational, mobilizing, integrative and lobbying ones. The importance of these functions realization is in qualitative representation of interests during the election campaign and in highlighting the actors’ activities: candidates, parties, acting politicians and incumbents. These actors effectiveness can be defined by an image construct which conceals the real influence of the given politician. Their image characteristics reveal their validity under various conditions (both positive and negative) of pre-election campaign, the implementation of the strategic provisions of the program and concrete political decisions.