LINGUISTIC TOOLS IN SHAPING THE INTERNATIONAL IMAGE OF POLITICAL LEADERS

The international image of political leaders is increasingly constructed and mediated through strategic linguistic choices in the globalized communication environment. This study investigates the role of linguistic tools such as rhetoric, discourse strategies, framing, metaphor, and pragmatics in shaping political leaders’ international image. Drawing on both qualitative and quantitative research methods, the article analyzes speeches, media statements, and diplomatic communications of selected political figures. The findings reveal that linguistic adaptability, persuasive rhetoric, and culturally sensitive discourse significantly influence global perception and credibility. Quantitative data indicate a measurable correlation between positive linguistic framing and favorable international approval ratings, while qualitative analysis highlights the importance of narrative coherence and symbolic language. The study concludes that linguistic competence functions as a critical soft power instrument in international relations. Recommendations for future research include expanding cross-cultural discourse analysis and integrating computational linguistics to better understand evolving communication dynamics in digital diplomacy.