Annotation: Today, the formation of political image attracts the attention of scientists and practitioners, absolutely all politicians, does not leave indifferent any person interested in the development of modern society, political processes and relations in it. Problems related to the image of power have become relevant today in connection with the active development of democratic institutions, especially the institution of free general elections. The problem of constructing ideal images (leader, ruling elite, situation and other elements of social relations) and introducing them into the mass consciousness has become crucial.