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Copyright (c) 2018 Евгения Владимировна Кривцова, Татьяна Сергеевна Рябуха, Елена Владимировна Шапкина, Вадим Викторович Шиллер
Abstract
The article analyses the specific character of a regional female politician’s image making. The political self-identification of the electorate is not so much oriented towards party programs, political views and attitudes, as towards images of female politicians which are taking shape in mass consciousness. The aim of the empirical research was to study the qualities and characteristics of a female politician’s image that are required in Kemerovo Oblast’, as well as the role of PR technologies in its making. The main methods of collecting and analyzing the empirical data were questionnaire and expert surveys, content analysis, and the method known as “Unfinished sentences” technique. The analysis has revealed that the major leadership qualities that compose a female politician’s image in Kemerovo Oblast’ are determination and enterprise, in the first place. For business-oriented professional female politicians, it is most necessary to be conscientious in doing one’s duty. Besides, such moral and ethical characteristics as honesty, integrity / incorruptibility and fairness / justice are in great demand. According to the results of the research, to create a successful female politician’s image, it is necessary to resort to some PR technologies, such as publicity, TV appearances, and press and Internet coverage, press conferences and meetings with the electorate, but without any form of self-advertising. The specifics of a female politician’s image is that it should combine both male and female characteristics, yet keep within the framework of its gender and take into account gender stereotypes.
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References
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