PSYCHOLOGICAL COMPONENTS OF CHARISMA OF THE IMAGE OF A POLITICAL LEADER

Abstract

This article examines the contemporary psychological aspects of charismatic leadership. Charisma and the image of a political leader are complex psychological components that play a crucial role in the effectiveness and influence they exert on voters. They are inextricably linked and complement each other, forming a general image of a leader in society. In the information age, psychological methods of political image formation are used to create images of charismatic leaders. These methods allow the creation of artificial images of politicians that are widely distributed among citizens. The emission of charismatic qualities is crucial for political leadership. Although charisma may be an innate trait, its manifestation and impact largely depend on how it is expressed through images. On the other hand, carefully created images can enhance a leader’s charismatic qualities or even compensate for their absence, endowing him with charismatic characteristics. For example, oratory, a component of charisma, can be enhanced and expressed through sophisticated verbal imagery. Imagery is a deliberately constructed image of a person that influences the audience’s perception. It encompasses both objective characteristics and subjective interpretations. Charisma and image are powerful tools of psychological influence that allow political leaders to effectively communicate with voters, mobilize them, shape public opinion, and achieve political goals. The formation of a charismatic personality precedes the formation of an image of a charismatic leader. To achieve political leadership with a charismatic personality, it is necessary to act in accordance with the politics of perception and actively use psychological methods.