IMAGE CONSUMPTION OF PEOPLE PERCEIVED AS LEADERS

The purpose of this paper is to examine the way in which the press creates, sustains, and enhances a leader's legitimacy. The research subjects are not leaders considered as flesh-and-blood human beings, but rather the images of people perceived as leaders and their impact in the process of societal sensemaking. The paper addresses the role of the process of image construction and re-construction, as it then allows the individual to define what was noticed, categorize it within interpretative schemes, and understand reality as a distinct reflection of events. The image is studied using qualitative methods and techniques. The results indicate that although the literature on image management mostly emphasizes the role of impression management, the image of a leader is determined by social expectations. Therefore, the dynamics within the environment do not simply force the maintenance of the adapted perception of organizational identity, but rather the active management and development of identities throughout image process creation. Finally, it is argued the concept of a leader is masculinized and there is no universal scheme for building a leader's image.