Technologies of Shaping a Political Leader’s Image and Modern Trends in Global Media Politics

On April 1st, the Department of Journalism and Media Art hosted an insightful open lesson on "Technologies of Forming a Political Leader’s Image in the Context of World Media Politics" for third-year Media Art students. Conducted by Senior Lecturer PhD Asel Abylkhanova, the session was attended by the Head of Department PhD Amangeldy Shurentaev, the Department’s academic coordinator Prof. Saule Tapanova, and Senior Lecturer Mariet Slambekova, all of whom praised the integration of modern educational methodologies.

The lecture featured a profound scholarly analysis of the media's role as either a "mirror" reflecting reality or a "constructor" that intentionally shapes it. Drawing on theoretical foundations, the lecturer explored Niccolò Machiavelli's strategy of "appearing virtuous," identifying image as a ruler’s primary "armor" for maintaining power and a mechanism for the psychological management of the masses. Based on T. S. Popova's framework, the lecture elucidated the links and contradictions between the three levels of a leader's image: self-image (the politician's self-perception), real image (current public perception), and the ideal image (a model tailored to electoral expectations).

The practical segment provided an in-depth analysis of global political case studies. Key discussions focused on Barack Obama’s pioneering "digital headquarters" (my.barackobama.com) and his record-breaking crowdfunding strategy. Furthermore, Donald Trump’s use of Twitter to bypass traditional media and Emmanuel Macron’s sophisticated Big Data microtargeting tactics were examined. The class also discussed the dynamics of five dominant psychosemantic constructs in the media: statehood, authoritarianism, charisma, globalism, and morality.

The open lesson concluded with an examination of modern information security threats, including Fake News, deepfakes, and the risks posed by AI technologies. Scholarly conclusions were drawn regarding the legitimacy crisis that emerges when a critical gap develops between a leader’s media image and their actual reputation. Through active feedback, the importance of critical thinking in identifying media manipulation was emphasized, concluding that modern political image is a potent media construct—a balanced hybrid of traditional techniques and innovative digital technologies.

Department of Journalism and Media Art