The Charismatic Body Politics of President Putin

Research output: Contribution to journalArticlepeer-review


Vladimir Putin's image and brand make sophisticated, culturally embedded use of his biography, martial arts expertise, and idiolect, with his physical self strongly privileged in the modes of his self-presentation. As a politically marketable product, his public persona enjoyed broad appeal among Russian voters in the period 2000–2011, when he and his United Russia party operated in an electorally uncompetitive environment. Since the urban protests of 2011–2012, Russia's political scene has become much more dynamic. Having initially configured himself as a charismatic leader whose very body symbolized a new and confident Russia, during his third presidential term, which began in 2012, Putin finds himself facing new presentational challenges that he may or may not be equipped to meet.

Original languageEnglish (US)
Pages (from-to)101-119
Number of pages19
JournalJournal of Political Marketing
Issue number2-3
StatePublished - Jul 2 2016


  • Putin
  • Russian political culture
  • body politics
  • image formation
  • perception of politicians
  • political marketing

ASJC Scopus subject areas

  • Sociology and Political Science
  • Marketing


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