Cold And Distant Or Hearty And Human? The Visual Portrayal Of Vladimir Putin On Russian Television

Sharply dressed, smooth, and sporty—these are probably among the first attributes associated with the Russian president Vladimir Putin. This image is promoted by television which still remains a powerful medium in Russia. While the annexation of Crimea by the Russian Federation in March 2014 initially led to an increase in the popularity of Putin, his approval rating has significantly fallen since the signing of pension reforms in autumn 2018. This could explain why in September 2018 a new talk show called Moskva.Kreml’.Putin, which offers a synopsis of Putin’s working week, began its broadcast. By analyzing the „new“ image of Putin portrayed in this show and comparing it with his visual presentation in the news program Vremia and the annual talk Priamaia Linia s Vladimirom Putinym, the following paper examines the visual portrayal of Putin transmitted on television. By focusing on the visual, the analysis reveals that the president’s image, and the attributes assigned to him, are established and communicated mostly via the content and arrangement of (moving) pictures. Thus, the study suggests that visual communication on television significantly shapes and influences the perception of the Russian president. This work therefore contributes to a better understanding of television in general and of mass media communication in Russia in particular.