THEORETICAL FOUNDATIONS OF CONSTRUCTING THE IMAGE OF A POLITICAL LEADER: ANALYSIS OF PSYCHOLOGICAL, SOCIOCULTURAL AND COMMUNICATION FACTORS

Abstract

The study presents an integral analysis of the theoretical foundations for constructing the image of a political leader through the lens of psychological, sociocultural, and communication factors operating within the paradigm of contemporary society. The research is grounded in an interdisciplinary methodological framework, incorporating cognitive-semiotic, cultural-anthropological, and hermeneutic approaches, ensuring a multidimensional understanding of this phenomenon. A significant portion of the study focuses on the cognitive-affective mechanisms that enable the perceptual integration of a political image into mass consciousness. The use of psychoanalytic and cognitive models uncovers latent psycho-emotional processes that facilitate the adaptation of the symbolic image to societal expectations. The article also explores in detail the role of charismatic capital as a key element in shaping a leader's public identity. The sociocultural dimension is examined through an analysis of the influence of national ideologemes, cultural memory, and local mythopoetic structures, which define the parameters for perceiving a leader's image. The author demonstrates how transformative processes of the modern era, such as glocalization and cultural fragmentation, affect the modification of symbolic forms ensuring the social relevance of the image. From a communication perspective, the article emphasizes the strategic use of media formats and discursive practices that harmonize symbolic content with the semantic demands of the audience. Special attention is given to the phenomenon of symbolic polysemy and its significance in creating multi-coded messages that maintain coherence in mass consciousness. An analysis of scholarly contributions highlights the complexity and multidirectional nature of approaches to studying the phenomenon of political imagery. The article systematizes key conceptual principles derived from both Western and domestic imagological traditions, with a particular focus on their heuristic integration. The study's results outline a theoretical model that not only accounts for the complexity of determinants in image construction but also offers tools for analyzing their influence on political dynamics. The conclusions expand scientific understanding of the mechanisms behind the formation of public legitimacy and the social adaptability of a political leader in the context of the modern globalized world.