Political Image
Political image, conceived as reputation, is re-legitimated according to democratic
norms of reason and rationality. Competence, strength of leadership, credibility of promises and so on may all be subjected to informed criticism and the test of experience and thus are unsustainable over time through artifice and illusion.
It is very important for politicians to build and uphold a positive image. Under the constant scrutiny of their constituents, politicians must maintain a consistent image yet simultaneously appeal to many diverse voters.