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 română | русский | english

Promovarea imaginii liderului politic: metode şi tehnici (cazul Republicii Moldova)

Author: Aurelia Peru
Degree:doctor of political Sciences
Speciality: 23.00.01 - Theory, Methodology and History of Political Sciences; Political Institutions and Processes
Scientific adviser: Ala Roşca
doctor habilitat, professor, Moldova State University
Scientific council:


The thesis was presented on the 29 November, 2004
Approved by NCAA on the 27 January, 2005


Adobe PDF document0.33 Mb / in romanian


political leader, reformist leader, populist leader, transactional leader, realist leader, political image, strategic image, virtual image, personalization of the political framework, legitimacy, authority, charisma, political symbology, political mythology, political framework, elective marketing, voter, “hardcore”, fluid electorate, manipulation, political lie, political language, elective demand-supply, self-evaluation, political underestimation, political overestimation, positive campaign, negative campaign


The present paper is intended to study the methods and techniques of creating the image of the political leader within the political framework of the Republic of Moldova.

In the first chapter of the study, we shall point out the theoretical and methodological aspects of the political leadership. We shall also define the notion of the political leader and political image and reveal the authority, lawfulness and charisma as basic features of the image of the political leader.

A significant part of the paper is aimed to define and study the typology of the image of the political leader and the specific nature of the process of promoting different types, depending on the social circumstances, the elective demand and disposal. This paper reveals the possibility and impact of the exploitation of the political symbology and mythology as an instrument of manipulating the electorate in the process of creating the political image.

Finally, the present paper conveys general remarks, strategies and techniques of managing the leaders’ image within the political framework of the Republic of Moldova. The performances and failures registered in the administration of the campaigns with positive and negative image are also pointed out.