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Communication strategy in the formation of the image of European politicians (using the example of Macron)Rodionova M. E. Explanation.This applies, first of all, to such concepts as the image, which will be emphasized in this article [Sharkov, Alekseev, Kiselyov, potapchuk].To begin with, let's define the concept of an image as a stereotypical Western politician or public figure, created specifically during the targeted program of action; As a holistic and qualitative communication of a certain image of a politician, which is stable and repeated in the mass consciousness in the form of a set of characteristics and attributes, personal qualities taken in the unity of political, ideological, moral, psychological, biographical and external qualities determined by the preferences of the population, the image of political leaders at all levels plays an important role, not to mention the image-forming policy during the pre-election campaigns of candidates and future heads of State.In conclusion, an assessment of the rating changes during the period of his presidency is presented.Keywords: communication strategy, image, media space, repairs, internet space.For citation: Rodionova M. E. Communication strategy in the formation of the image of European politicians (using the example of Macron).A competent and effective communication strategy, skillful use of technologies and communication channels are an integral part of the dialogue of the" energy community " [Sharkov]. At the same time, it should be noted that many communicative concepts and practices that have already proven themselves and occupy their "niche" in the political sphere have important specifics.The election of French President Emmanuel Macron immediately became associated with the expectation of active actions by a young and ambitious politician in the direction of strengthening the international authority of his country.Macron has moved away from traditional methods, from the adopted strategy based on traditional parties and classical programs, preferring a network movement with a populist program in which he combines neoliberal values in the economy with the obligations of the welfare state and social protection of the population.The successful construction of the image of a politician is necessary, first of all, to establish a certain sequence in the formation of the image of a politician, starting with identifying the requirements of the audience, correlating the real qualities of the candidate with the expectations of citizens and ending with the translation of the selected characteristics into various types of signaling systems and chain of events.The purpose of this article is to consider the peculiarities of the formation of the communication strategy of European politicians (for example, French President E. Macron) during the last campaign before the elections (the general elections of heads of state are the most creative and technological, they clearly show the fierce rivalry of personalities, the struggle of images and the conditions of the subsequent government), as well as some historical examples.Voter confidence, creating a positive psychological attitude to the perception of any information related to the election campaign cycle in a favorable way for the candidate; neutralizing negative information about the candidate; helping to attract supporters to the team; strengthening confidence that the candidate is the best candidate for the chosen position among the candidates in the region; forming an active mood to vote for this candidate.This image is also broadcast to determine Macron's internal location, relative to the French population.

Communication strategy in the formation of the image of European politicians (using the example of Macron)Rodionova M. E.
Explanation. The purpose of this article is to consider the peculiarities of the formation of the communication strategy of European politicians (for example, French President E. Macron) during the last campaign before the elections (the general elections of heads of state are the most creative and technological, they clearly show the fierce rivalry of personalities, the struggle of images and the conditions of the subsequent government), as well as some historical examples. Particular attention is paid to the change in Macron's communication strategy for interacting with the media, taking into account the experience of his predecessors. In conclusion, an assessment of the rating changes during the period of his presidency is presented.Keywords: communication strategy, image, media space, repairs, internet space.For citation: Rodionova M. E. Communication strategy in the formation of the image of European politicians (using the example of Macron).A competent and effective communication strategy, skillful use of technologies and communication channels are an integral part of the dialogue of the" energy community " [Sharkov]. At the same time, it should be noted that many communicative concepts and practices that have already proven themselves and occupy their "niche" in the political sphere have important specifics. This applies, first of all, to such concepts as the image, which will be emphasized in this article [Sharkov, Alekseev, Kiselyov, potapchuk].To begin with, let's define the concept of an image as a stereotypical Western politician or public figure, created specifically during the targeted program of action; As a holistic and qualitative communication of a certain image of a politician, which is stable and repeated in the mass consciousness in the form of a set of characteristics and attributes, personal qualities taken in the unity of political, ideological, moral, psychological, biographical and external qualities determined by the preferences of the population, the image of political leaders at all levels plays an important role, not to mention the image-forming policy during the pre-election campaigns of candidates and future heads of State. The formation and effective use of the image of a political leader has become especially relevant due to the need to position the leader in the political space, to create various communication channels with society. Photo identification has become a necessary condition and a component of a successful political life today. In European practice, especially during election campaigns and in the formation of images, strategies are used precisely to move away, for example, from the image of the party and its brand to the branding of a personal name, as is the case, for example, by S. V. V. (Kurz).The current trend, including for Europe, has become very embodied.
The successful construction of the image of a politician is necessary, first of all, to establish a certain sequence in the formation of the image of a politician, starting with identifying the requirements of the audience, correlating the real qualities of the candidate with the expectations of citizens and ending with the translation of the selected characteristics into various types of signaling systems and chain of events. A politician must arouse people's trust and sympathy, therefore it is necessary to model the image of a leader who will reflect the expectations of citizens and voters, for example, look good on TV, have sufficient wealth, be successful in previous activities, enjoy the reputation of an exemplary family man . And most importantly, the timely appearance of this image at one time or another should generate a public demand for a new political leader. French sociologists, for example, recorded a request to modernize the political elite of France, and Emmanuel Macron became the answer to this request. It is believed that the image of a successful candidate during an election campaign facilitates and simplifies the solution of such campaign tasks as: introducing the candidate's image into the public consciousness of voters; increasing the candidate's fame and interest in his candidacy; forming the candidate's position among opponents; gaining the sympathy and trust of voters. Voter confidence, creating a positive psychological attitude to the perception of any information related to the election campaign cycle in a favorable way for the candidate; neutralizing negative information about the candidate; helping to attract supporters to the team; strengthening confidence that the candidate is the best candidate for the chosen position among the candidates in the region; forming an active mood to vote for this candidate. The election of French President Emmanuel Macron immediately became associated with the expectation of active actions by a young and ambitious politician in the direction of strengthening the international authority of his country.Macron has moved away from traditional methods, from the adopted strategy based on traditional parties and classical programs, preferring a network movement with a populist program in which he combines neoliberal values in the economy with the obligations of the welfare state and social protection of the population.
The need to understand the problems of making images, as well as promoting the image of a politician, is determined by the transfer of contacts with citizens from traditional media to the internet space, social networks and blogs. For a political, government or business representative, it seems important to build his own positioning and communication activities, strengthen his image by mastering modern technologies and, above all, information technologies, which are reflected in the internet environment and the system of interactive services. It is the internet environment that contributes to the creation and promotion of an international image. The formation of a picture is possible for both the internal and external environment, in our case for the international community. Macron's position in the international environment, by creating an international image, is built along the lines of the position of a wise and rational King, prone to reconciliation, who wisely conducts dialogue and participates in resolving international conflicts; who hears and takes into account all points of view. This image is also broadcast to determine Macron's internal location, relative to the French population. Macron does not neglect the use of social networks, because at the first steps of Macron's election as president of the Fifth Republic, the word "monarchy" was repeated a lot, although since then the strategy of Macron's image has been somewhat adjusted and the scale of the task set for him to return France to active life. I felt foreign policy. A number of meetings that Macron held in the first few months with such heads of state as Putin, Merkel, Trump, Libyan prime minister Fayez Seraj and Turkish President Recep Tayyip Erdogan were aimed at showing one thing: Paris seeks to take a more important place in the communicative process of resolving international conflicts in order to seek greater participation in global political processes in general. Meetings with the leaders of the world's largest countries