Personalization as a feature of modern political communication

The article focuses on the phenomenon of personalization in modern political communication, where emphasis shifts from party ideologies to the personal qualities and images of leaders. It analyzes factors contributing to this transformation, including the influence of new media and social networks, changing public expectations, and increasing distrust toward political institutions. The example of Andrej Babiš, leader of the ANO party in the Czech Republic, illustrates how he effectively uses his image to build voter trust despite criticism.