POLITICAL COMMUNICATION: "CHARISMATIC" STRATEGIZING (PRESIDENT OBAMA''S SECOND INAUGURAL ADDRESS AS AN EXAMPLE)

Abstract

The paper analyzes the modern tools of strategic modeling of political situation with taking into consideration detailed diagnosis of the value-sense orientation of the object of manipulation and guiding the meanings and values of the society by the point-contact on the mass consciousness in a communicative environment. The author explores the concept of political charisma, charismatic political leadership and its potential use as a key tool for social mobilization and management of attractors of social development. The analysis of the President Obama's second inaugural address in February 2013 revealed a new strategic modeling tool, based on the principles of social and cultural hermeneutics and methodology of «environmental» influences. The author emphasizes the increasing role of charismatic political influence in the strategic management based on the communicative and reflexive paradigms.