Osobowość – szansa czy przeszkoda na drodze prezydentury w Polsce?
Osobowość – szansa czy przeszkoda na drodze prezydentury w Polsce?

Summary/Abstract: THE ARTICLE CONTAINS deliberations concerning personality types and the resulting possibilities of building one’s political image. By trying to answer the question whether or not a politician’s distinct personality is an opportunity or an obstacle on one’s way to electoral success, the Author discusses the profiles and political images of leading candidates in presidential elections in Poland in the years 1990 to 2010. Analyzing the winners’ and the losers’ campaigns, he concludes that from the perspective of modern political marketing, candidates with flexible, easily-marketable personalities are generally more successful than those with strong personalities. A more flexible personality allows one to build a politician’s image in a way matching the voters’ expectations prevailing in a given political situation.

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