CULTIVATING IMAGES OF POLITICAL FIGURES OF THE PAST IN THE MINDS OF THE BROADER POPULATION

The article analyzes the process of cultivating images of politicians of the past and determines its specifics as well as factors influencing the formation of the images. It concludes that the image of a politician of the past is formed mainly within the general framework of political image making. In this process, mechanisms of stereotyping, categorization and casual attribution are used. The image is created by means of visualization and verbal practices. It is formed on conscious and subconscious levels, due to which its nature is ambivalent. The image exists in the form of verbal codes and symbols and contains both rational and emotional components. Image characteristics of political figures of the past are manifested greatly through visualization. In most cases, the lack of authentic visualization of a person’s appearance causes the audience to refer to stereotypes in order to complete the image. Moreover, building the image of a historical figure is significantly less often based on the personal experience of the target audience. Finally, the image creator has access to a wider set of nominations, within which the character is positioned. This becomes possible due to the elements of national mythology, based on the archetypes of mass consciousness, and the sacred nature of the historical epic stories centered around the political figure in question.