On some components of the "political image" of a modern leader

The article presents an analysis of the evolution of the relationship between government and society, on the example of presentation models characteristic of each stage of development of the Kyrgyz society and the holding of elections to representative bodies of power at all levels, as well as the election of high-ranking national officials and heads of local administrations With the strengthening and development of democratic traditions in society, ways of influencing the public opinion of voters are improving. One of these approaches is the formation of the image of a political leader. Studies of the modern political life of Kyrgyzstan through structural analysis fit into the method of binary oppositions. In this method, binary oppositions are used not only for the purpose of comparing the elements of this or that leader of interest to us, his political platform, election promises and analysis of post-ruling results. And democratic institutions are presented as irrelevant, local historical realities. As for the presentational realities of modern political life, they directly transform the main ideas in their context in three specific planes: history, the physical and spiritual world of the ethnos. Recommendations are given: a prerequisite for a successful election campaign is a properly created image of a political leader that meets the expectations of the electoral group as much as possible, is able to win the sympathy of the people, bring to the surface of political processes that archetype that will allow you to set a certain motive for activity - through the mass media, the press, political advertising.