Image of Central Asian leaders in the world media space: theory and practice

The purpose is to identify the main factors in establishing the image of country leaders in the media by selecting, systematizing, and analyzing the key components of the process of developing the media image of politicians. The main methods in the research were system analysis, statistical method, method of scenario modeling, and comparative analysis. Such key concepts as image, character, and media portrait of political leaders at the present stage were defined; the basic features of the so-called new media, based on using Internet resources, were summarized; the main approaches and principles to the theoretical aspect of exploring the phenomenon of leaders’ image in the media space were summarized. Distinctive features, trends and characteristic factors of developing the right image (images and attitudes that are strategically effective, ethically sound, and aligned with desired outcomes and values) of presidential candidates of such countries as the U.S.A. and France were considered. The results and conclusions of this work can be used as a practical basis for future research on the above-mentioned issues, and for developing strategies and plans to promote and strengthen the image of politicians in the media space.

本研究旨在通过筛选、系统化梳理及分析政治家媒体形象构建过程中的关键要素，识别媒体中国家领导人形象建立的核心影响因素。研究采用的主要方法包括系统分析（system analysis）、统计法（statistical method）、情景建模法（method of scenario modeling）及比较分析（comparative analysis）。本研究界定了当前阶段政治领导人的形象、性格及媒体肖像（media portrait）等核心概念；总结了基于互联网资源的所谓新媒体（new media）的基本特征；归纳了探索媒体空间（media space）中领导人形象现象的理论层面主要方法与原则。此外，本研究还探讨了美国、法国等国总统候选人正向形象（即具有战略有效性、伦理合理性且与期望结果及价值观一致的形象与态度）构建的显著特征、趋势及典型影响因素。本研究的成果与结论可为后续相关问题的研究提供实践基础，亦可为制定媒体空间内政治家形象推广与强化的策略及计划提供参考。