The power of the image. Can a photograph win a presidential election? [THE WAY TO THE PALACE]

"In the USA, the way of creating the image of politicians, besides in terms of photos, is on a completely different level than in Poland. There, candidates are deliberately created, for example, meme situations. This was the case, for example, erstwhile Donald Trump put on an apron and for a minute transformed into an worker of a fast food restaurant. The viral effect was powerful," says Jakub Szymczuk, a erstwhile presidential photographer, presently at the discipline to Lubię foundation.