Grožis politiniame diskurse: nuo reprezentuojančio iki geidžiamo kūno

ENThe article quests for answers what visual means and procedures rely on political promotion images in order to force us to look at their created simulacrum and to experience pleasure, and thus beauty. After the analysis of the electoral periods (1993, 1997, 2002, 2004) promotions of the President of the Republic of Lithuania it was arrived at the conclusion that there are still vital stereotypes and the desire to maintain the distance between the represented body and the reader, desirable body found extremely rarely. Such portrayal reflects self imaginary communication model of politicians, in which we view silent reader and speaking sender. While there are a few exceptions, so far in political promotions by the means of view there is a desire to convince only through self manipulation as an object of value. In this way not a political idea and ability to express it by lively, flexible and communicative, and thus ready to hear out body seems significant, but image itself is accented - as it is now, at this moment, as we see, is worth reliance.And namely here, where the body motion, directed to another body is absent, in which it is capable to discover itself and another at the same time, that unexpected moment is impossible - a collision when it is unknown why something unusual happens and we experience pleasure watching. Despite this, in few promotions, for example, those of Vilija Blinkevičiūtė, Artūras Paulauskas, impression of adjacency or invitation to enter into communication, is created. It indicates that over the strategies of sight, switching on and off planes conditions of beauty sensation can be composed in political promotions.