Wykorzystywanie skandalu do tworzenia wizerunku przez polityków
The use of scandal by politicians to create their image

Summary/Abstract: The purpose of this article is to analyze the use of scandalization as a specific way of creating politicians’ image and attracting the attention of the public. In this context, the author has defined the concept of scandalization and identified reasons justifying the use of such mechanisms in politics. By the analysis of the careers of selected Polish politicians, the author has characterized the image of a scandalous person and identified the role of such people in the political arena. Moreover, he has distinguished and described four types of scandalization: discrediting, provocative, shocking, and involving a celebrity. By referring to this typology, the author has identified a number of general considerations to the use of scandalization mechanisms for self-aggrandizement and image creation.

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