توظيف وسائل الإعلام للتسويق السياسي في تحسين صورة قادة الدول العربية والإسلامية: تركيا ومصر أنموذجا

Abstract EN

The paper came from the reality of the impact of the media and its performance of its function towards awareness and guidance and the role it plays in building nations and focusing on showing leaders and their qualitative impact on people which made the trend to employ various media tools by leaders, politicians and owners of methodological and theoretical schools to benefit from the media.

And its influential tools in finding and providing a popular base that enables leaders to exist and survive and highlight them as models and symbols through which convictions are formed and contribute to the rule and extension of the approach sought by different social groups and systems.

How can the media contribute to the formation, building and preparation of leaders? To what extent have the media been employed by the political leaders of Turkey and Egypt? The paper included four axes.

The first axis dealt with the concept of the media and its functions, the second axis was about the concept of leadership and its types, the third axis was about the influence of the media in building the personality of the leader, and the fourth axis included a presentation of the analysis and interpretation of interview questions for experts in the field of political science and media, and the paper concluded with several results.

Including that the media, through its various means, has become an effective tool of political, economic and cultural control through which countries seek to compete to extend their hegemony and highlight their power.

The media, by employing its various means, has achieved for political leaders many successes in achieving their goals and programs, and that the media works to prepare individuals to carry out the national duty.

The paper also concluded with several recommendations, most notably the need to pay attention to media content that serves the goals of society, as well as the need to intensify efforts to employ it and own mechanisms and aids to achieve the goals of successful leadership programs and to create a variety of methods through the media that help in qualifying political leaders and building their personalities away from conveying their news and achievements as marketing and promotional news only