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

Mironov's recognition has made 90 % that exceeds indicators of April 2011г. The majority of respondents is not approved by its political views, 86,6 % did not vote for S.M.Mironova on last elections, and 77,4 % are not going to vote for it and on the future presidential elections.

The disapproval is caused mainly by mistrust to the political program of the politician and party to which it belongs («All its program – a farce, it is ground under elections») and the relation of respondents to level of its political independence («Mironov – Putin's pawn»,

«He correctly speaks, but simply puppet, is artificial the created campaign»). That fact, that as opponents those who does not know political views of this politician quite often act, testifies to great value of personal features of Mironov in its image. Degree of their expressiveness and clearness for the perceiving it becomes frequent electoral appeal of the politician defining in an estimation.


At rational level of perception appeal of the politician clearly is not defined, as a whole the number of negative estimations exceeds number positive, it is pleasant nothing to the majority of respondents (33 %) in S.M.Mironov.

Psychological qualities of the person concern the most mentioned attractive characteristics (tab. 4), such as mind and gravity in a combination with confidence and severity; the care supported with calmness and accuracy. The second for the importance, political and is professional-business appeal of the politician is presented by erudition, which in

Combination to experience form representations of respondents about Mironov, as about the politician competent of the sphere. Mironov from the point of view of its supporters is inclined to make the weighed decisions, to be consecutive in management and a choice of the assistants. The mentioned attractive professional skills realised by Mironov in not political sphere, promote perception of the politician as «». In election campaign bolshee the attention respondents was given to ability of the politician not to win selective race, and to make opposition of the operating power, to popularise the image, such personal psychological and professional lines as resoluteness, justice and fearlessness in the critic were mentioned. That as "plus" mobility of a political platform of the politician (the given line in image of Zhirinovsky is treated by respondents is remarkable is presented as more likely negative). Quite often, speaking about the politician, respondents mention its appearance. The given characteristic of an image, rightfully it is possible to carry to variativnym to qualities of an image, the same external characteristics are treated by respondents with a different emotional sign. Besides, in the course of a mention of abilities of the politician to keep on public and to state the position supporters and opponents opposite values express.

Moral characteristics of an image are washed away enough and nekonkretny, have more likely a moral-ethical orientation (kind, peaceful, true). It is important, that Mironov more often others characterise as the person, instead of the politician («as a whole quite good», «anything so muzhichok»,

«The person as the person»). Possibly, it is connected with feature of influence of such objective factor of perception as - a role.

Mironov's leaving from a post of the speaker, was considerably complicated by its perception from a position of role characteristics. The candidate to a lesser degree assotsiirujut with party

«Fair Russia», than for example Zyuganov from the Communist Party of the Russian Federation. Absence of expressional characteristics in many respects promotes its perception as a policy not capable not only to win an election campaign course, but also to represent itself as the considerable competitor to the potential candidate-winner.

Table 4. Indicators of an image S.M.Mironov at rational level of perception

Appeal % Unattractiveness %
The external 13 The external 19
The corporal 3 The corporal 5
The psychological 22 The psychological 12
Morally-ethical 8 Morally-ethical 11
Political and business 20 Political and business 34
Force is pleasant 22 Force is not pleasant 1
Weakness is pleasant 5 Weakness is not pleasant 30
Activity is pleasant 21 Activity is not pleasant 7

Passivity 5 is pleasant passivity 24 is not pleasant

Respondents carry its political, is professional-business and external qualities to the most unattractive lines of the politician (enc. 7, fig. 3). More often unattractive qualities as are mentioned: absence of political will, a role of fictitious opposition, conciliation with an official political policy, nerazrabotannost own political program, public plainness.

In image the close connection of external characteristics and morally-ethical qualities is observed. So, for example, the sight is frowningly treated by respondents as a sign of obstinacy, arrogance, the grey hair is perceived for one as by an old age and decrepitude symbol, and for others as a wisdom and experience sign. Anyhow, external and corporal the characteristic add to an image of professional passivity more likely. Mironov's Morally-ethical and psychological unattractive characteristics are estimated in image doubly. Some accuse the candidate of a rage, severe customs, impudence, thus others mentions it as about unduly soft, weak-willed, irresolute, unreliable, inclined «to fawn upon the power». Such unattractive qualities as inconstancy and bribability are mentioned also. Many respondents attribute to Mironov absence of charisma, respond about it as about the boring, inexpressive and weak politician. The unattractive moral and psychological profile of the politician is most closely connected with motivational specificity of its image. Mironov is represented by opponents as embittered, but the weak politician thirsting of the power for enrichment, but not capable it to acquire owing to insufficient liderskogo potential.

In image substantially there are all basic motivational orientations (enc. 7, fig. 4). Prevalence of mercenary motive is registered, the following on prevalence motive attributed to Mironov is «the power is necessary for the sake of ambitions». Motive has put only on 3 place on popularity.

It is difficult to estimate degree of expressiveness of force of an image Mironov at rational level. On the one hand, among qualities of the leader, weakness characteristics (30 %), than forces, with another were more often mentioned, there was a considerable number of respondents (22 %) naming politician the strong. Charges in weakness sound in the different forms, connected to a thicket with suspicions in its artificial oppozitsionnosti: (is not able to use the affinity to the power in own interests; has no own force and acts as a puppet of the Kremlin; konjunkturshchik, rushes about between political forces and it is not capable to define the political position). However supporters respond about the candidate, as about capable to make real political opposition. To displays of force of the politician carried its aspiration to contradict the power, to keep on debate, ability to defend interests of party, persistence at calmness and steadiness preservation.

Concerning parametre of activity of an estimation of respondents of the politician had mainly neutral character, however activity it was mentioned nevertheless more often passivity. As unattractive line of an image it of Mironov is connected about attributing to it a role of the political puppet only representing activity. Passivity of an image proved in such qualities as shyness and indecision.


At unconscious level of perception of the politician see as pleasant, is faster maskulinnogo, but not differing high indicators of force, activity and independence (fig. 8). In not realised characteristics of appeal of an image respondents prevail associations with attractive animals and smells. The image differs the average importance and

"Ponderousness", the number of associations with large and small animals equally also concedes to number of averages on scale (enc. 7, rice 10.). In comparison with 2011 we can notice, that respondents began to perceive S.M.Mironova more considerable political figure. A motivational profile and a statusno-role position of the politician at unconscious level of perception as nekonkretna, as well as on the rational. More often the policy assotsiirovali with animals of roles "servant" and «the keeper of a hole», mercenary motive confirms the importance at both levels of perception. Attributing to an image of statusno-role positions «not from our wood» and

"Victim" (15 and 10 % accordingly) negatively affects Mironov's rating.

Insufficient expressiveness of characteristics of force and activity in image is clearly visible, in a considerable share of neutral associations, or statements of respondents, that the politician «does not have smell». Such characteristics do an image washed away and not clear. However in comparison with data of 2011, we can say that «the smell of an image» became more courageous. The politician is perceived as natural and «», thus to it to the greatest degree there correspond associations with a rural smell (29 %).

Drawing 7. Indicators of appeal and naturalness in S.M.Mironova's associations with smells (January 2012)

Unpleasant smell 26

Pleasant smell 40

Artificial smell 17

Natural smell 48

0 10 20 30 40 50 60

It is impossible to name an image accurate and unequivocal, in it complementary colours, but thanks to a prevalence of cold and light tones in associations with colour prevail, it is possible to confirm about some solidity of the politician in the opinion of respondents.

About Mironov's political potential says that at unconscious level as a whole the politician looks better, than on rational, neosoznanno it is perceived as more attractive, but less active. nekonkretnost a force indicator repeats itself at both levels of perception, thus, that interest in it is not too great, respondents frequently and do not know as to concern Mironov and to treat its characteristics. In this case their estimation degree of attributing often determines the policy of mercenary motive, dependence and weakness.

Drawing 8. Indicators of force and activity in S.M.Mironova's associations with animals (January 2012)

Nonaggressive animals 37

Aggressive animals 25

Weak animals 28

Strong animals 26

0 5 10 15 20 25 30 35 40

Coincidence of an image of Mironov with a profile of the ideal president, occurs on parametres of separate psychological characteristics (such qualities are mentioned as confidence, severity, frankness), however as a whole attractive professional and psychological characteristics mismatch not only to an image of the potential candidate-winner, but also an image of the strong candidate of the contender. Possibly, therefore Mironov's comparison by image of the ideal president occurs to a lesser degree, than at other candidates (enc. 8., fig. 9). Rare mentions in an image of resoluteness, initiative, vigour, personal potential, aspiration to protect the supporters, and cunning, are caused in respondents by comprehension of inability of the candidate to win. This feature, in a combination to absence of an accurate role of Mironov, promotes razmytosti perception focus, its estimation as person, the politician - of the member of parliament, the party leader (the image of Sergey Mihajlovicha is close even to an image of the official), but not as candidate applying for a presidential post.

Low indicators of activity, disputes on political independence of the politician, nevyrazhennost moral, and specificity of is professional-psychological qualities, are the reason of a mismatch of a personal profile of an image of the politician with characteristics of an image of the potential candidate-winner. The mismatch occurs to image of the ideal president on parametres of force, activity (enc. 8, fig. 10-11), a motivational profile at rational level of perception and statusno-role positions on the unconscious. It is necessary to notice, that the politician respondents of the senior age category more favourably accept, they are is more often ready to give the voice for the given candidate, Mironov's unconscious characteristics on indicators of appeal of force and activity at them above, than at others (enc. 10).

Conclusion: the Image of Sergey Mihajlovicha Mironov is ambiguous enough for today and nekogruenten. The essential divergence of sights of respondents on the attractive and unattractive parties of the candidate that is aggravated with absence strongly pronounced moral, psychological (liderskih) qualities and rod characteristics of an image is observed. The most mentioned are external variativnye lines, significant mainly during the electoral period which act as markers of the psychological and moral qualities attributed in force razmytosti and stereotype of an image. At unconscious level of perception it looks more attractive and active. The important characteristic of an image is its dependence. Thus, that the most part of respondents recognise the politician «» and maskulinnym.

In image status positions and social characteristics are least expressed, that adversely affects electoral appeal, after all, in case of Mironov's perception, the attention is given in bolshej to degree to personal potential of the candidate considered through a prism of its mutual relations with operating political elite. As consequence, degree of its independence, political flexibility, adaptability and a motivational profile of the candidate become the important criteria of electoral appeal. The image of Mironov during time undergoes appreciable changes, the politician does not associate with a concrete interval of a timebase, is not estimated by respondents concerning present or timeliness categories, however political experience of the candidate makes appreciable impact on its perception. The moments connected with character of reactions of Mironov on the major political events, change of its political role, and its place in the Russian imperious structure are significant.

The overestimated indicators of appeal at unconscious level, possibly, reflect that the candidate has not considered reserve of supporters which, however, it was not possible to involve 2012 g, it is probable in connection with not enough active pre-election campaign, selective rhetoric, instability of a status and political position. Presidential election campaign of 2012 promoted increase of the importance of an image of the politician and changes of a rational power component, but first of all it determined a mismatch of an image at rational and unconscious level of perception on activity parametre.

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