SOCIOCULTURAL FACTORS IN CREATING THE POLITICAL IMAGE OF A FEMALE LEADER: THE GEORGIA MELONI CASE

Abstract

Introduction. In recent years, there has been a significant increase in the number of women holding highranking positions and playing key roles in public life. However, despite this progress, female politicians continue to face gender stereotypes and prejudices that can negatively impact their political image and career prospects. The author analyzes the case of the political image presentation of the Italian Prime Minister Georgia Meloni. 
Materials and methods. The theoretical and methodological framework for the study is neoinstitutionalism, which allows to focus on the role of cultural values in political communication processes and to show the 
importance of considering the values dominant in society when constructing a political leader’s image. The empirical basis of the study was a biographical method and an analysis of political discourse (using Georgia Meloni’s 
speeches from 2019 to 2023 as an example).
Results and conclusions. The analysis of image-forming factors demonstrates the important role of a modern politician’s ability to convince society of their desire to share cultural values. The Italian society dominant values such as «masculinity», «uncertainty avoidance», and «individualism» formed the basis for the presentation of Georgia Meloni’s biography and autobiography in the public sphere. Meloni’s preference for local clothing brands also contributes to the perception of her unity with the Italian society. In the Italian politician’s political discourse, a persuasive and formal tone prevails, using the «first person» form. Appeals to personal freedoms, with a 
focus on activity and personal achievements, resonate with listeners, in line with their values of «individualism». 
Discussion. An analysis of Georgia Meloni’s case makes it possible to identify the sociocultural factors behind the successful construction of a female politician’s image and extrapolate her experience to the advancement of female leaders in other cultural contexts. The way a politician’s life path, appearance, speech, and behavior are presented in the public sphere, is intended to demonstrate her unity with society and her willingness to share values that are important for people. However, the imageforming factors of modern politician presented in this article are not exhaustive and require further research