TECHNOLOGIES FOR CREATING THE IMAGE OF A POLITICAL LEADER

This article explores the technologies used in shaping the image of political leaders in the context of modern digital society. It analyzes how social media platforms, artificial intelligence, big data analytics, microtargeting, and visual branding tools influence public perception and political communication strategies. The study highlights the transformation of traditional political image-making into a data-driven and technology-intensive process, where algorithms and digital platforms play a decisive role in constructing and disseminating political narratives. The research also addresses ethical challenges related to manipulation, privacy, and misinformation in digital political communication. The findings show that technological innovations significantly enhance the effectiveness of political image formation while simultaneously raising concerns about transparency and democratic integrity.