Social Networks as a Formation and Promotion Tool of a Political Image: case of Kuzbass Governor S. E. Tsivilyov

The research features tools and technologies that shape and improve the image of a regional politician as in case of the Governor of Kuzbass S. Е. Tsivilyov. The research objective was to give recommendations that could improve the image of the Governor of Kuzbass. The research was based on the neo-institutional approach. The paper presents the most popular interpretations of the definition of political image, political technologies, their classification and types. Social networking is defined as a new information technology of forming and promoting the image of a politician. A successful image in politics is a phenomenon and a multifaceted and multi-level process. The research will contribute to improving the rating indicators of the Governor of Kuzbass. The study showed that only an integral approach to understanding and building an image can get quick results. The problem of creating an attractive image of a regional politician has become especially urgent due to a change in regional political elites, when established corporate relations are undergoing transformations. Under these conditions, the personality of a politician, or rather his or her image, which is created through media engagement, the blogosphere, and social networks, is becoming increasingly important. With the rapid development of social networks, the image of a politician is becoming increasingly symbolic and constructive. Thus, the success achieved in constructing the image of a regional politician is largely due to the rapid development of new political technologies.