Abstract: The text focuses on strategies for building a political image in the media through the concept of gender identity. The analysis of the political models of media’s gender identity shows that the media use priority traditional patriarchal stereotypes about the role of men and women in society. Thus the different political figures are reduced to a homogeneous mass. The erasure of boundaries between public and private and the focus on the politician’s lifestyle instead of ideological and political messages have shaped a new understanding of politics – a spectacle designed to entertain, not to solve socially significant issues. However, these processes change the idea of ​​active citizenship and civil society, reduce voters to fans or haters, whose position comes down to watch or not offered by media images.

Keywords: media, politics, gender, popular culture, social media, lifestyle

Rhetoric and Communications E-journal, Issue 25, November 2016, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

Read the original of the text (in Bulgarian)