The election campaign for the office of the Mayor of Warsaw in the 2018 local government elections in the context of E. Goffman's dramatic theory, on the example of candidates from Patryk Jaki and Rafał Trzaskowski.

Abstract

Objectives Presentation of the presidential campaign from the perspective of E. Goffman's dramatic theory with the use of image creation techniques.Selected methods of creating the image were listed and juxtaposed with elements of the presidential campaign for the office of the president of Warsaw, R. Trzaskowski and P. Jaki. This operation was aimed at showing politicians as actors who use theatrical attributes and certain treatments in order to achieve the intended effect of creating an image. Material and methods Selected materials from the presidential campaign were used and analyzed using the content analysis method. Results Politicians used specific image-building methods during the campaign to create a specific impression on voters. The actors' behavior is carefully prepared and all stage elements are used during the campaign: stage, actors, backstage, props. Conclusions During the presidential campaign, politicians used selected image-building techniques in order to present themselves in a specific way that would respond to voters' expectations.

Keywords

• election campaign
• image building
• mass media
• social role
• dramaturgical theory