Digital format of communications and political image formation
Technological progress and the emergence of new media have significantly changed the process of political communication. A new philosophy underlying the concept of global political communication has begun to take shape. From the point of view of political communication, the real event of the day seems to be digital media, alternative media and, in particular, social networks. Choosing the right communication channel that allows the sender/political actor to reach a mass audience can have a significant impact on the intended success of the message. The new mass media, functioning in a digital format, allow users to actively participate in the process of political communication. Debates and online voting, which are also carried out in digital format, are now used in shaping the image of political actors. They expand the opportunities of citizens for their active participation in the process of political communications. During the reconstruction of empirical image models, their structure, content and features are clarified in comparison with theoretical image models.