The Image of Politicians in the World of Medialization and Theatricalization of Politics

Abstract

Banalization of politics, unclear programs and program goals of political parties, apathy and electoralabstinence of voters demanded new approaches to politicians in the race for voices. Politics is personalizedand thus tries to get closer to voters. Politicians become entertainers, stage performances and perceptionsof politicians become a benchmark for quality to perform a certain political function. Thepicture becomes more important than the tune, no matter what is spoken but how and who it is. Themedia, especially visual ones, are important because they enable the presentation of the image the politicianwants to present. At the same time, they participate in the image building itself as they pose demandsfor adapting politicians to the appropriate media format, schemes. Politicization of the media isa prerequisite for election success. The boundaries between the public and the private are deleted becauseit delights the audience. The spectacle selling the media space and politicians allows continuous appearancesin mass media, and if it does not “spin” in mass media, politicians have no political future. Thispaper tries to identify the role of politicians in political communication and the role of media in buildinga political image.