the Characteristic of an image in election campaign (January 2012г.)

Also as in the beginning of the presidential career of V.V. Putin continues to remain one of the most recognised politicians (100 %). Its political views are estimated doubly, political support has made 44,8 %, however, the respondents, ready to vote for V.V.

Putin as for the president tomorrow, has met less (37,2 %). Supporters of the politician assert, that its basic merits is maintenance of stability or even country development (in comparison with 90), worthy representation of Russia on a world scene. Opponents (31,4 %) accuse him of the inactivity, leading the country of political stagnation, not the decision it of social problems. Putin's rejecting political views not always in a condition to prove the position, it is frequent their statements the big substantial sharpness and emotional okrashennost, testifying to faster not realised aversion, than rational distinguishes. Besides sights of the politician are not clear for a considerable share of respondents, that is connected by transformation of an image in time of co-ordinates («I will not understand, that he wants, understood earlier, and now is not present») and not positioning by the politician of the sights concerning an ideological axis.


At enough high political support the general number of negative estimations of the politician exceeds number positive (tab. 2), the most significant for respondents are Putin's is professional-business characteristics, they prevail both in attractive, and in an unattractive profile of an image.

Speaking about political and is professional-business appeal of the politician, respondents mentioned competence, aspiration to change a situation in the country to lift prestige of Russia on a world scene, ability to present the sights clearly enough, skills perfectly to keep on public. Attractive business qualities of the politician are closely connected in representations of respondents with a power component of an image («the talented manager, is capable rulit the country», «to supervise oligarchs, politicians-korruptsionerov», «to be authority on a circle of ruling elite»). It is important, that, as a rule, respondents mark professionally - business qualities of the politician, political lines are not central in an estimation of an image of Putin, the majority are at a loss to name its concrete political views.

The second for the importance in image is psychological appeal of the politician. Respondents carried to it: a self-trust, lidersky the potential, persistence, resoluteness, were mentioned also its strong-willed qualities. Putin's one more unconditional plus are its communicative skills, oratory («well is able to speak without a piece of paper», «well-aimed phrases, ability to speak and stand on the position»). Has met much less mentions of social characteristics of an image, such as skill to communicate and sociability, attracts attention a certain estrangement of the politician from the people in representations of respondents. Intellectual qualities of the politician are less often mentioned, the sharpness of mind of Putin is treated by respondents as a cunning sign. According to respondents Putin wishes to seem the erudite intellectual, actually being the strong-willed, basic politician with liderskim in potential more likely. Responses about psychological appeal of the politician characterise V.V.Putin as the politician aspiring to an object in view, with accurate strategy, ability to finish any business.

External and corporal qualities of the politician are closely connected in representations of Russians with an activity category. Respondents mention sportivnost, smartness of the politician associate at them with health, vigour, mobility.

Least in an attractive profile of an image morally-ethical qualities are presented, among the mentioned there was a simple origin, interest to a life of people, care of different levels of population. It is necessary to mention the decrease tendency in an image of characteristics of affinity to the people and aspirations to change something to the best (motive of business), possibly, here plays the role Putin's status and its political experience treated many is inadequate. A number of respondents, trying

To estimate productivity of its work of presidents and the prime minister, confirm that «in the country of nothing the aspiration to improvement of a life of the people has changed», thus recognising for it. Negatively influencing feature, that 14 % of respondents of anything in the politician are not pleasant is also.

Table 2. Indicators of an image V.V. Putin at rational level of perception

Appeal % Unattractiveness %
The external 9 The external 5
The corporal 4 The corporal 7
The psychological 27 The psychological 8
Morally-ethical 7 Morally-ethical 17
Political and business 37 Political and business 49
Force is pleasant 45 Force is not pleasant 16
Weakness is pleasant 2 Weakness is not pleasant 21
Activity is pleasant 52 Activity is not pleasant 17
Passivity is pleasant 3 Passivity is not pleasant 22

Among unattractive characteristics of an image distinctly prevail political,

Is professional-business and morally-ethical qualities. Unattractive professional and business characteristics of the politician can be divided into some groups:

- The qualities connected with the characteristic of mutual relations of the politician with the people, wanderers and opponents. Respondents characterise V.V.Putin as unduly authoritative head applying for the absolute power. Opponents of the politician attribute to it aspiration to be the autocrat - the despot unduly severely finishing with competitors, stopping political pluralism. Propensity to application of authoritative methods of work, is connected in image with the power characteristic treated as negative line (at the given image the indicator «is not pleasant force» one of the highest). Attributed a policy, neglect to the people, extends, according to respondents, and on its contenders. Some respondents have condemned Putin's refusal to enter open discussion and its nonparticipations in political debate of presidential election campaign.

- The qualities, concerning an overall performance of the politician as the president and premieres - of the minister. Political experience makes considerable impact on definition by respondents of support or not support of its political views. Estimating criticism Putin as the politician - of the manager with the experience, we will allocate the basic moments:

-Indecision in personnel questions, in struggle against corruption and terrorism;

-Default of promises, divergence of words from affairs;

-Last professional experience in prospecting services;

-Weak character in the relation about an environment, potvorstvovanie korruptsioneram and to oligarchs (the most widespread characteristic);

It is possible to carry to unattractive moral characteristics: falsity (dishonesty, default of promises), authoritativeness (in a combination to neglect to the people, adjoining on impudence); Moral unattractive characteristics of the politician, and are closely connected with its motivational portrait, they quite often are mentioned with the motive characteristic «the power is necessary for the sake of the power».

Putin's psychological unattractiveness is closely connected from it liderskim by potential. If authoritativeness was treated by respondents as more likely the morally-ethical characteristic within the limits of psychological qualities, it was transformed to arrogance cruelty, a cold thrift. The confidence of the forces, the policy mentioned by supporters, is transformed to self-confidence by its opponents (the most widespread characteristic). Unattractive psychological lines of an image focused on themselves attention in election campaign, by January, 2013 their value has essentially decreased. External and corporal unattractiveness of the politician (as well as appeal) did not bear in an image of crucial importance and has been closely connected in prestavlenijah respondents with categories of force and weakness of an image. So, for example, attempt suddenly to rejuvenate speaks aspiration to hide a coming old age («unnaturally youngly began look», «tries to look younger as upstarts from a platform»). As the weakness sign is treated also low growth of the politician.

Putin's imperious profile looks as follows (enc. 7, fig. 4). Third of respondents considers, that the power is necessary to Putin that «to do business»: to put into practice the certain social program («to have possibility to do change in the country», «… radeet for the country and the people …», «aspires to increase of a rating of the country on international scene»). The second for popularity in image is the imperious motive («it without it cannot» any more). The third on importance had been presented mercenary motive (at times in a combination to charges in dishonesty and «political untidiness» a policy). Motives «the power is necessary for the sake of ambitions» and «the power is not necessary» are expressed in image to a lesser degree.

At rational level of perception V.V.Putin is perceived as the strong and active politician (рил.7, fig. 5-6), and some respondents accuse him even of excessive force and activity, noticing, that in it and its unattractiveness consists. Force as the attractive characteristic of an image often connect with behavioural and psychological characteristics of the leader («it resolute», «he self-assured and strong», «can spend a hard line»,

«Is able to observe a rigid line»). Power fullness of an image in a negative key is expressed mainly in characteristics of the politician as tyrant, the despot and the usurper of the power. Respondents have explained the given estimations in two ways:

1.личностные features of the politician (self-confidence, cynicism, propensity to cruelty and suppression, motive of ambitions and the authorities). It is remarkable, that the same personal features in more

Moderate expression (and lidersky potential) supporters of the politician treat resoluteness, purposefulness, political weight as attractive displays of force of an image;

2.негативное influence of long stay at the power, corrupting influence of the world of a policy, sensation of permissiveness, gradual loss of internal terminators.

Putin's activity is regularly mentioned in a context of its professionally business appeal or unattractiveness, political experience, external and corporal characteristics. Among positive responses it is mentioned its fast obuchaemost and ability to be guided in a surrounding situation, quickly to it to adapt, active professional work («it constantly goes on the country, constantly communicates with people»). Activity as is negative the characteristic of an image is mentioned by respondents much less often, than as positive. It communicates respondents with attempts of the politician to monopolise political space, with its mercenary motive. Estimating unattractive activity of an image, respondents mark Putin's too frequent occurrence on the screen, persuasive propagation of its image («it by the plane flies by the Harmony to a guelder-rose goes»). Passivity of an image speaks exclusively in a negative key and in categories of professionally unattractive characteristics, failures of internal policy of Russia in spheres of public health services, formation are mentioned insufficient attention to the decision of actual problems, non-interference to affairs korruptsionerov and oligarchs.


The estimation of appeal of the politician by means of studying of its associations with animals and smells, allows to assert, that the politician is perceived by the majority of respondents attractive (enc. 7, fig. 8,12). At unconscious level of perception (as well as on rational) V.V. Putin looks strong enough and maskulinnym (fig. 3; enc. 7, fig. 13). The image is significant for interrogated, according to criterion of scale of the person, it is perceived as the large and average politician. Activity of an image prevails over its passivity (prevalence of number of aggressive animals in associations (fig. 4).

Drawing 3. Force indicators in V.V.Putin's associations with animals (January 2012)

33 32









Strong animal weak animals

Drawing 4. Activity indicators in V.V.Putin's associations with animals (January 2012)









Aggressive animal nonaggressive animals

Estimating a statusno-role component of an image, we will allocate 40 % of respondents assotsiirujushchih the politician with the "animals-hunters" independent, vigorous, strong enough, but gregarious animals (there were many associations with a fox, a wolf, a tiger). Among associations with the animals, adversely influencing electoral appeal, and met to us, we will note the animals symbolising displays of greed, dependence and dependence («keepers of a hole», "servant" - on 12 %), weaknesses ("victim"-8 %). It is remarkable, that associations with the animals, specifying on lidersky potential, to us has met not so much (only 8 %). Besides to an image associations with cold, but bright and light colours, with natural social and rural smells that allows to speak about perception of an image at unconscious level as «» enough close, but losing the mystery and sakralnost are characteristic. It is necessary to notice and that at rational level the politician is perceived as stronger and active, but on unconscious V.V.Putin is characterised as more attractive political leader.

The image of the given politician is co-ordinated enough with a rational attractive profile of the ideal president on parametres of external, psychological and is professional-business characteristics. Attractive volevee qualities of the candidate, its self-trust, professionalism to the full correspond to substantial fullness ideal kontsepta the Russian political culture of the present stage. However weak expressiveness of moral appeal of the politician (prevalence in image is faster than moral unattractiveness - egoism, greed and dishonesty, tyranny) considerably influences a mismatch of these konstruktov in mass consciousness.

Expressiveness of force of an image speaks about its conformity to an ideal prototype at unconscious level, however on a rational cut this tendency is ambiguous (enc. 8, fig. 4-6). On the one hand force level as attractive characteristic of the candidate corresponds to level of the ideal president, with another, force indicators as unattractive characteristic (despotism, cruelty, aggression concerning contenders) attract attention. The activity indicator speaks about a coordination of an image Putin with an ideal prototype at both levels of perception (enc. 8, fig. 8). The estimation of the politician on parametre of an ideal prototype, is in many respects caused by that Putin to the full corresponds to an image of the ideal candidate-winner of election campaign. It differs high activity, aggression, sufficient power fullness, thus it possesses communication with imperious circles. In its statusno-role characteristics associations with animal "hunters" considerably prevail, it is perceived as significant, «», but also a little discharged politician (the basic, cold colour associations, social and rural smells). Even moral unattractiveness of an image speaks about conformity of personal potential of Putin kontseptu the potential candidate -

The winner (as it will be co-ordinated with its moral uncertainty). Interestingly that, after election campaign, in image of Putin activity decreases, unconscious force, scale of the person, value of a role «the owner of wood», moral appeal increases. These tendencies to the full correspond to the scenario of accession (transformation) of the candidate-winner described in designed fantastic plots.

Conclusion: the Image of V.V. Putin is co-ordinated enough also beads at both levels of perception, however at rational level the politician is perceived as stronger and active. Appeal of the political leader is estimated by respondents ambiguously (unconsciously it is more attractive). The Most convex in image is the profile political and is professional-business characteristics. As the steady attractive party of the candidate such lines as resoluteness, persistence, strong-willed qualities act. Business competence and professionalism of the leader are not put by respondents under doubts, however opponents quite often reproach Putin with the administrative errors, insufficient insistence, absence of the control over subordinates. The reason of it they see in unattractive morally-ethical qualities of the person of the candidate (not desire to solve the problems facing to the country, indifference to the fact of deterioration of a standard of living of a society). Political and psychological features (a self-estimation, administrative skills) act an image thus as ambiguously treated, often they appear dependent on criterion of political support of respondents and consequently are treated is inconsistent.

Considering the factors defining electoral appeal of the politician and uniqueness of an image, we will note first of all a number of the objective factors connected with its personal and role component. The image of V.V.Putin differs accurately enough certain personal features (enc. 6.рис.3). It is characterised unequivocally treated

"Nuclear" lines of an ideal prototype, the psychological and political qualities estimated in a context of an extensive range of a timebase (has communication not only with in the image of the past, but also the future). Clearness of a personal component, possibly, is the reason of that dynamics of an image of Putin mismatches to the full with the general tendencies of perception of the politician in election campaign, (so, for example, by January 2012г. The importance of external characteristics to which, as a rule, respondents pay attention during the electoral period decreases, the image grows dull, loses corporal fullness).

Putin's political, business and professional qualities, still are the most convex part of its image. Activity of the candidate is estimated doubly, thus, that the most part of respondents finds faults also advantages of professional and business characteristics. The important influence on perception of the politician was rendered also by other objective factors: Putin's actions during election campaign its rhetoric with opponents and

Supporters (has in many respects provoked alienation of an image), its role position at the moment of elections and a role for which it applied. Specificity of posts of the president and the prime minister has added a policy of appeal, but also has provoked a situation at which Putin's general electoral appeal and approval of its political views has often been determined by an estimation respondents of a condition of the Russian state and a society (by criteria of standards of well-being, criminality, geopolitical stability);

Politiko-cultural features of perception of the political leader in Russia have important values for Vladimir Vladimirovicha's perception. It is obvious, that on process of perception of this candidate the considerable attention and the image of the ideal president implanted in the Russian politiko-cultural traditions, and representations of citizens about the candidate the potential winner in election campaign (an image elektoralno the successful candidate) pay.

Within the limits of the general tendencies of perception of the politician-candidate in presidential election campaign, the characteristic of a personal component of the given image appreciably was defined by features of a political context of a selective situation of 2012. In this case we will note first of all: attributing of election campaign of 2012 of uncontested character, Putin's consideration as obviously won pre-election race; Putin's perception as the political leader not aspiring to hold a political post, and aspiring it to itself to return; weariness of a society from long stay of the politician on the higher political posts;

According to results of the carried out qualitative research is more often (enc. 10), Putin support women, they perceive the politician as more aggressive and attractive at unconscious level, mark its professional and corporal appeal, however Vladimir Vladimirovicha's motivational portrait at them is washed more away is more often. The age to a lesser degree influences perception of the given politician, we will notice only, that for representatives of the senior generation (from 51 years) at unconscious level perceive the candidate stronger and attractive. Respondents with higher education pay attention to rational force, activity professional unattractiveness of the politician whereas for respondents with secondary education, more significant are its motives is more often.

It is possible to carry to the major subject factors which have influenced perception of the candidate also features of transformation of mass consciousness in 2011-2012гг. (Growth of protest and passively unsatisfied moods, increase of inquiry about such value as

"Justice", actualisation of inquiry about moral qualities of the politician, specificity of the relation to institute of "elections" and to an image of the future), appreciable influence have rendered also features and transformations of socially-demographic structure of the Russian electorate.

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