Dostęp otwarty
DAVID AND GOLIATH. MEDIA IMAGE OF VOLODYMYR ZELENSKI AND VLADIMIR PUTIN BASED ON BOOK PUBLICATIONS
Marek SOKOŁOWSKI1
Język publikacji: angielski
Artykuł w czasopiśmie
Transformacje Nr 4 (119) 2023, Data publikacji: 29 grudnia 2023r.
Słowa kluczowe: Putin, Zelenski, book biographies, media image.
Streszczenie Research objective: The aim of the study is to analyse media images of politicians presented in published book biographies of the President of Ukraine, Volodymyr Zelenski, and the Russian Federation, Vladimir Putin.The research problem and methods: The study discusses the issue of creating the media image of politicians in accordance with the principles of modern political marketing. For this purpose, the DRAAM model of interpersonal communication and content analysis used in sociology and media and social communication sciences were used. The process of argumentation: The considerations present the issue of the essence of media image. Creating an image as positive/negative or neutral for recipients. The analyses concerned the issue of how their authors presented the life and political achievements of the two main actors in the political conflict between Zelensky and Putin and the war between Russia and Ukraine in their official biographies. Research results: As a result of analyses of biographies available on the Polish publishing market, the negative media image of Putin was confirmed. After the aggression of the Russian Federation against Ukraine, he was called Putler by analogy with Adolf Hitler. Volodymyr Zelensky’s image is highly positive, he is already a legend and a symbol of Ukraine’s heroic resistance. Conclusions, innovations and recommendations:The completed research brings new knowledge about media images of politicians: the President of Ukraine, Zelensky, and the President of the Russian Federation, Putin. It was established that in the media, Putin is the ”new tsar of Russia”, while Zelensky is the national hero of Ukraine. The conclusions of the article are addressed to policy researchers, political PR specialists, journalists and politicians. A new source for political analysis was indicated, which are biographical book publications.
Head of the Department of Sociology, Institute of Political Science, University of Warmia and Mazury in Olsztyn, Poland
ORCID: 0000-0003-2658-9888
E-mail: marek.sokolowski@uwm.edu.pl