Kobieta w polskiej kampanii prezydenckiej. Wizerunek kandydatek na urząd Prezydenta RP w latach 1995, 2005 i 2015

Abstract

The article presents the figures of women running for the president of Poland. Within the last 25 years of the free elections in Poland it was only three times that women sought the highest office in the country. They were: Hanna Gronkiewicz-Waltz in 1995, Henryka Bochniarz in 2005 and Magdalena Ogórek in 2015. In the article the verbal way of creating an image by the said candidates during the presidential election campaign was analysed. The image that is created is extremely important in the elections — it is even more essential for the recipients than the electoral program or the system of values represented by the candidate. Due to the fact that the image is a set of characteristics that, according to the recipients, a given candidate possesses, the main task of the candidate is to effectively highlight those qualities for which there is a social “demand” and also a proper presentation and promotion of her advantages, aptitude or experiences.