Communication strategies of politicians for stable image construction

The relevance of the study is due to the rapid transformation of political communication in a hybrid media environment. At the same time, one of the key factors of modern political communication is the political image, and its construction is increasingly mediated by digital platforms. The purpose of this work is to identify common features characteristic of effective communication strategies of politicians used to form a stable image. Objectives : to systematize domestic and foreign theoretical approaches to the study of communication strategies in political discourse; to determine the types of communication strategies of politicians; to develop a model of an effective communication strategy designed to construct the image of politicians. The methodology of the research is based on the constructivist paradigm and the method of comparative analysis of scientific literature, which made it possible to systematize the types of communication strategies of politicians. The results of the study of current theoretical approaches to the study of communication strategies of politicians have revealed different, but at the same time interrelated classification parameters, among which, in relation to the formation of the image, four key categories can be distinguished: the purpose of communication, the time of communication, the communication channel, communication techniques (speech, non-verbal, technical, etc.). Conclusoon . Goal, channel, time and methods of communication not only determine the type of communication strategy, but are also integral components of any communication strategy of a politician as a whole. As a result, an effective communication strategy for the purpose of constructing a political image can be presented as a model consisting of four interrelated parameters and representing a cycle of six consecutive stages.