Communicating the delegation of public support as a form of gaining the favor of the electorate

Abstract

The purpose of the paper is to analyze communication activities aimed at providing support in the local elections to the candidate indicated by the outgoing mayor or commune head. Due to the introduction of the limit of two terms for executive authorities of communes in 2018, the discussed phenomenon of transferring the gathered capital of social trust will probably be included in the election campaign scenario. On the basis of empirical research, image activity aimed at delegating the support was presented and threats to the process were identified.