Who Are the Political Leaders We Are Looking for? Candidate Positioning in Terms of Leadership Style. A Cross-Cultural Study in Goleman’s Typology

Abstract

In the “age of manufactured images” recognition and response to voters’ needs might be crucial. Candidate positioning requires from political marketers constant monitoring of electorate’s perception and preferences. The aim of the study was to find the profile of ideal president in terms of his leadership style. The study was conducted in two countries of different democracy maturity (Poland and Georgia). The results show voters’ perception regarding real political figures and preferences of ideal president’s style on two dimensional perceptual map, built by agency and communion. Discussed issues broaden research on the role of leadership features in candidate image creation.