Abstract

The most crucial element of a politician’s image building is the construction of trust; in a media-centred democracy, nothing is more important for a politician than being regarded as authentic, genuine, and real. If a politician is considered trustworthy, voters might disagree on certain political issues, but they will believe that he or she is guided by an integrity and a personal motivation that ensures a degree of reason; and, conversely, if a politician is considered untrustworthy and fake, it does not matter much if the voters agree with him or her in certain political matters.