UNDERSTANDING POLITICAL IMAGE BUILDING THROUGH SOCIAL MEDIA

Abstract

The rapid growth of social media platforms has transformed the landscape of political communication, providing politicians and political parties with unprecedented opportunities to shape public perception and build political image. This study explores the role of social media in political image building, focusing on the strategies employed by political figures to create and maintain a positive public image. Through a mixed-method approach combining qualitative content analysis and quantitative surveys, the research examines the effectiveness of different social media platforms, such as Twitter, Facebook, and Instagram, in influencing voter opinions and engagement. The study also investigates how political narratives are constructed, the role of emotional appeals, and the impact of visual content on political image construction. Findings suggest that social media plays a critical role in shaping the political image of leaders by fostering direct communication with the public, enhancing visibility, and enabling real-time reactions to political events. However, the research also highlights the challenges posed by misinformation and the potential for image manipulation. The study concludes by offering recommendations for political communication strategies that can help politicians effectively utilize social media for image management while mitigating the risks of negative public perceptions.