In political management practice, the formation of the image of a politician begins with the development of a preliminary program of action, which is determined by elections. To create such a program, the contingent is carefully studied or (as it is commonly called in political science literature) the “target audience” of a political image. This process occurs using various sociological and socio-psychological technologies for analyzing representations, opinions and other manifestations of mass consciousness, conducting expert surveys, observation focus groups, etc. Using these methods, the so-called “ideal image” of a given audience is calculated.