The image of a regional political leader during the 2023 election campaign

Using the example of gubernatorial elections in the Nizhny Novgorod region

Abstract

There is research of the symbolic content of the image of a regional political leader during the pre-election period (using the example of the 2023 gubernatorial elections in the Nizhny Novgorod region) in the paper. Using a set of empirical methods of qualitative and quantitative types, text messages posted during the election cycle on the official web pages of the current head of the Nizhny Novgorod region in “Telegram” and “VKontakte” were analyzed. It has been established that the two main goals, one way or another manifested in the symbolic and semantic content of the image of a political leader, were the formation and dissemination of regional identity (dominant intention) and an evenly balanced desire for development in a number of different sectors (economy, industry, construction, Housing and communal services, transport, etc.).