CREATING POSITIVE PUBLIC IMAGE OF A POLITICAL LEADER IN MEDIA (BASED ON THE EXAMPLE OF THE GOVERNORS OF THE SARATOV REGION)
The paper addresses the issues related to creating a positive image of the governor of the Saratov region. The paper aims to study the public images of the former governors D.F. Ayatskov and P.L. Ipatov and the current governor V.V. Radayev created by the media.The methodology of the research is based on the typology of political leadership developed by the most prominent scholars of political science: J. Burns, M. Weber, G. Lassuel and M. Hermann. The author uses data from both regional and federal mass media as well as the results of regional surveys. The paper concludes with practical recommendations for implementing strategies for creating positive images of the regional leaders in the media.