Features of forming the image of politicians in social networks: Russia and the USA

The paper is devoted to identifying the features of strategies for forming the image of political figures in social networks in the USA and Russia. The purpose of the scientific article is to identify the cultural, political and historical features of both countries that influence the perception and reaction of the audience to the content posted by politicians. Deduction, analysis of differences in communication between politicians and audiences in both countries, and classification of the prerequisites for differences in the formation of the image of politicians in social networks were used as theoretical research methods. The empirical basis of the study is the analysis of publications of politicians and their interaction with the audience, the study of various sources of information. The chronology of the use of media platforms to attract voters was studied.