The comparison between ideal and projected images of political leaders in Armenia

Abstract

Various studies indicate that image of political leaders has an impact on voters decisions. Current research clarifies traits and characteristics, which can motivate electorate to prefer one candidate to another. The ideal image of political leader is developed based on these desired traits. However, it is only one side of this research, and on the other side, the projected image of political leaders in Armenia is explored. In order to identify it content analysis of two political leaders’ images was conducted. These candidates are Raffi Hovannisian and Serzh Sargsyan, who ran for the post of the President in 2013. The analysis of political leaders projected images permitted defining what kind of symbols were used by political leaders, and which kind of stereotypes and ideas, were underlined by leaders themselves.