Abstract
The purpose is to identify the main factors in establishing the image of country leaders in the media by selecting, systematizing, and analyzing the key components of the process of developing the media image of politicians. The main methods in the research were system analysis, statistical method, method of scenario modeling, and comparative analysis. Such key concepts as image, character, and media portrait of political leaders at the present stage were defined; the basic features of the so-called new media, based on using Internet resources, were summarized; the main approaches and principles to the theoretical aspect of exploring the phenomenon of leaders’ image in the media space were summarized. Distinctive features, trends and characteristic factors of developing the right image (images and attitudes that are strategically effective, ethically sound, and aligned with desired outcomes and values) of presidential candidates of such countries as the U.S.A. and France were considered. The results and conclusions of this work can be used as a practical basis for future research on the above-mentioned issues, and for developing strategies and plans to promote and strengthen the image of politicians in the media space.