ИМИДЖ ПОЛИТИЧЕСКОГО ЛИДЕРА В ЭПОХУ ЦИФРОВЫХ МЕДИА-ТЕХНОЛОГИЙ: ОСОБЕННОСТИ ФОРМИРОВАНИЯ

The problem of forming the image of a political leader using digital media technologies is, no doubt, urgent. The development of digital technologies and creation of new technological methods of political activity on their basis is happening so rapidly that researchers simply do not have time to comprehend the processes taking place. In this regard, any research that addresses this issue in a particular area is of great importance. The article discusses the features of using digital media in shaping the image of a political leader on the example of presidential elections in the United States and France. It is noted that new digital technologies at the present stage are the most effective mechanism for influencing the mass consciousness. Attention is also focused on the problems of combining traditional methods with new technologies in election campaigns.