MODERN TECHNOLOGIES: NEW OPPORTUNITIES IN TELEVISION

Аннотация

This article presents the possibilities of television in today's information age, proposals for its development, and television, as the most widely watched media, cannot lag behind other types of media, and TV does not lose its relevance when it adapts to the times. Keywords: television, technology, political, media, personnel. In the context of the rapid development of digital technologies and their significant impact on political communications, the study of modern technologies used to create the image of politicians on television is of particular importance. New video production and image processing tools provide unprecedented opportunities, but at the same time increase the risk of manipulating public opinion. Analysis of the balance between authenticity and artificiality in creating a politician’s television image is the key to understanding modern political reality and is necessary for the formation of critical thinking among citizens. Therefore, the study of technological approaches to the formation of the image of politicians on television is necessary to ensure awareness and prevent manipulation. In modern democratic states, political parties are a socio-political institution, and the issue of the perception of their image by citizens is of particular interest. Radical changes in the public consciousness, changes in the perception of images, their semantic content are caused by political changes taking place in modern society. Political parties are experiencing serious changes both at the institutional level and at the level of formation and perception of their image by the public consciousness. Today, political parties are forced to quickly adapt to new conditions, which always entails radical changes in both the party structure and party policy. Mediatization is pushing political parties to inevitably use mechanisms to attract voters through the media. The dynamism of the modern information and media environment continues to create significant, sometimes unexpected changes that have a significant impact on democratic governance. This has changed the conduct of elections, the participation of citizens in political life. Due to the development of the media, the working methods of state institutions have fundamentally changed, their activities have become more transparent, changes have occurred in the organization of elections, which also affected the involvement of citizens in this process. In this context, this paragraph is about modern technologies used to create the image of politicians on television, and the analysis will focus on technological aspects and their impact on audience perception. Modern editing technologies create wide opportunities for shaping the image of a politician on television. The dynamics of editing, the selection of frames and the use of special effects can significantly affect the audience's perception of the image of a politician. Fast editing can create the impression of energy and dynamism, while slow editing can create the impression of calm and confidence. Smart shots allow you to show the desired qualities of a politician. 8 88 International scientific journal ISSN: 2181-3906 «MODERN SCIENCE АND RESEARCH» 2025 VOLUME 4 / ISSUE 5 / UIF:8.2 / MODERNSCIENCE.UZ These include using close-ups to show emotion or using wide shots to emphasize its impact and importance. Special effects, although rarely used in political advertising, can create a certain mood or emphasize the importance of the event.1 As in any game, there are certain rules in editing: The first rule states that it is necessary to produce a specific video product in all respects, taking into account the lighting, color scheme and sound, along with visual images. The combination of these factors creates what is called the editing style. Deviations from the chosen style are allowed, but again as a conscious “game”, this is done by the director or TV journalist to achieve a certain expressive task. The second rule is that the editing procedure should be thought out in advance and precede the filming process: an "editing sheet" is drawn up in advance, that is, a schedule where everything that happens in the video is recorded. This stage of work helps to determine which frames will be combined in the subsequent editing and how to place cameras and lighting. Lighting also plays an important role in creating an image. Bright light can create the impression of openness and goodwill, while shadows can create an image of essence and intellectual potential. The correct use of lighting helps to emphasize the advantages of a politician's appearance and hide its shortcomings. Shot composition is also an important tool. Placing a politician in the center of the frame emphasizes his importance, and using the rule of thirds creates a more harmonious and attractive image. The choice of background and scenery can also affect the perception of the politician's image. For example, an office-like background can emphasize his prof