Abstract. The article examines emblematic Bulgarian politicians, some of them prime ministers, from the last 25 years, looking for signs of the Savior in their public image and the messages they convey. It also presents reflections on strategies for gaining popularity and votes in the context of electronic and social media; and puts hypotheses why the strategy of the Savior is so successful in Bulgarian politics.
Keywords: savior, public image, signs, politics, Bulgaria, prime minister
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