Abstract

The article deals with the main interpretation of the «image» concept in the political discourse. The approaches to the understanding of its nature are specified ratio concept of «image» with the related categories, as well as specific imaging. Image in the modern political discourse is considered as an idea about object of attention which shares by the general audience. It can be formed as well as purposefully or spontaneously. The role of image-forming subject and the subject of perception is quite significant in the case of purposeful or natural image formation. In case of purposeful image forming the role of image-forming subject naturally increases. But the role of the subject of perception should not be ignored. Image – is always the synthesis of objective and subjective, natural and artificial, cognitive and emotional. Image is more complex category compared with related concepts – stereotype, authority, reputation and brand. Stereotype is the primary material for the image forming. Authority, opinion and reputation are the results of evaluation. They are determined by past experience, while the image is related by present and future. Brand, as a sign or symbol, is always formed specifically and associated with a positive image. Imaging is the work of formation, correction and change of image. The strategic objective of any imaging is to form the desired image of a political agent market as a means of contributing to the achievement of his success. Formation of the image is always a creative process. But technologies of imaging take place in this sphere more often. However, technology refers to certain stages of image formation, the composition of which determine the imaging strategy, but technologies refers to specific methods, techniques and tools of creating an image. The majority of them are communication technologies of marketing and non marketing type.