WIZERUNEK EWY ZAJĄCZKOWSKIEJ W KAMPANII WYBORCZEJ DO PARLAMENTU EUROPEJSKIEGO
IMAGE OF EWA ZAJĄCZKOWSKA IN THE EUROPEAN PARLIAMENT ELECTION CAMPAIGN

Summary/Abstract: The article analyses the image of Ewa Zajączkowska a politician of the Freedom and Independence Confederation party in the 2024 European Parliament election campaign. The research process used qualitative content analysis and the author's categorisation key created on the basis of the literature on the subject. Ewa Zajączkowska consciously created an image of a confident and uncompromising politician. In her communication strategy, she used her media experience, rhetorical skills and visual aspects to build her recognisability and maximise her support. The research conducted allows us to conclude that the characteristics of image types were present in her image: "hero", "amant", "expert" and "slacker".

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