Scholarly record

SOCIAL REPRESENTATIONS OF THE POLITICIANS ABOUT THE IDEAL IMAGE OF A POLITICIAN

Maija Zakrizevska

Abstract

Politicians and political parties very often hire advertising specialists that serve like experts – consultants during pre-election campaigns creating the images that correspond to the demands of the electorate [4]. The aim of the research is to investigate the social representations of the politicians of Latvia about the ideal image of a politician. The research methods are method of association analysis and interview (partially structured). The research selection was made up of the Latvian politicians (N=114). On the basis of the results received with the method of association analysis, it can be concluded that the social representations of the Latvian politicians about the ideal image of a politician are, first, as bout an honest (14%), second, educated, professional, competent (12,7%), third, clever (12,4%) person that works for the benefit of the country, protecting its interests (6,2%). On the basis of the results received from the interviews, it can be concluded that the social representations of the Latvian politicians about the ideal image of a politician are associated with that that a ideal politician is honest, carries out his/her promises.

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