Toolbox of imageology in the context of strategic communications (based on the image of modern politics)

Working with the image of a politician, it is necessary to pay attention to its smallest details and components, because the image is a kind of asset that stays with you for a long time, but the slightest inconsistency or careless expression can easily destroy it. Building and maintaining a positive image is a long and painstaking work that requires strategic thinking. The article examines the tools of imageology, which is useful in shaping and promoting the image of modern Ukrainian politics. It is found out why it is important to consider the image today in the context of strategic communications. How Ukrainian politicians and their image-makers use a strategic vision, considering the regional context. After all, the involvement of various tools for building a strong image, no matter how effective, is not a guarantee of a high and long-term level of public confidence in the politician in the context of modern political discourse in Ukraine. Today, communication has become an integral part of human activity in all spheres of life in society. In order to build effective communication, achieve its ultimate goal and desired effects, it is necessary to look to the future constantly. Looking ahead becomes an important component of communication, and the ability to think strategically and build effective communication messages are important skills of a communicator. Since the construction of the image is aimed at creating a positive context of the social subject, it can be considered as an object of communication strategy, and the work of image makers can be considered as the embodiment of strategic communications.