STRATEGIES FOR USING PERSONAL TRAUMA IN POLITICAL IMAGE-MAKING: A COMPARATIVE ANALYSIS

Abstract

The article explores political image-making strategies based on leaders’ personal traumatic experiences. The analysis focuses on four case studies: Nelson Mandela, Aung San Suu Kyi, John Fetterman, and Sadyr Japarov. The aim is to examine how experiences such as imprisonment, house arrest, or serious illness are used to construct a public image, and how effective these strategies are in different cultural and political contexts. The methodology includes qualitative comparative analysis using discourse and content analysis of public statements, media coverage, and visual materials. The findings show that personal suffering can enhance political legitimacy and strengthen emotional connection with voters. However, the success of such strategies depends on cultural expectations and must be supported by real actions. The practical significance of the study lies in its potential to predict public perception of political figures and to develop ethically grounded approaches to using personal narratives in public discourse.