Narzędzia kreowania wizerunku medialnego polityków a etyka środków społecznego przekazu

Abstract

This article is aimed to discuss issues related to the way in which a politician’s image is created in media. It covers the media image management tools that are being used in mass media. It shows a difference between political marketing and narrative marketing. It focuses on people who are the professional political image creators and role of mass media in creating the image of the particular person. The author reminds us that several technics have huge influence on media reality and that these technics are often manipulative. Based on scientific papers she explains concepts of public relations, so called black PR and political consulting. She also presents synthesis of the teaching of the Church on the subject of the ideal politician and the ethics of the media. The goal of the article is to present the means of influencing the political image in media in comparison with the teaching of the Church.