In fact, advertisers are well aware that many people are buying an item not because of its necessity, utility or efficiency, but particularly because of the concept or values that are represented by a product. However, the images are not only bought, but also elected or believed in.
The image for politician is required in order to increase the popularity and help in gaining recognition. The main problem is that politician's image often lacks truthfulness, as it does not reflect the real values and only imitates them. The media helps to create artificial scandals, events or intrigues, which form the background for any politician (or a group of politicians) and anybody can rise as a hero or fall as a victim. Society is forced to constantly monitor such spectacles: politicians seek at all costs to gain attention, for instance, they do not avoid using unjustified threats, intimidating, or otherwise emotionally affecting citizens.
Unsurprisingly, the current most popular political image in Lithuania is the image of savior that supposedly was determined to defend the falling state. The groups of politicians are constantly threatening the public by saying that they are at some sort of uncontrollable danger: Lithuanity is concluded to fall, our language is disappearing, and the nation is doomed to fail. Citizens are constantly blaming each other and, consequently, sowing anxiety in the society.
Ones that are affected the most are usually national minorities. Absurdly, that the supposedly all-knowing politicians and public figures, who shout that the Lithuanian language and the society are in a danger of extinction, fail to do anything more than blaming minorities. Furthermore, such public figures are fast to forget that namely the Electoral Action of Poles in Lithuania are ones who promote the protection of unborn children (the Life Protection project has been introduced by the EAPL faction), are in favour of attracting more funds from foreign countries and improving Lithuania's image in the international context (proposal to reduce VAT for companies' involved in tourism) and to foster the spirituality since students' childhood (the inclusion of religious education).
In fact, the nationalists and other pseudo-parties are soon to bore people by naming themselves Lithuania's rescuers and shouting about country's unavoidable fall. By using the language full of anger, inciting negative emotions, permanently searching for enemies and perpetrators, and destructing the tolerance between people, politicians form a devastating environment that makes citizens want to leave.
Without a doubt, many young people care about the Lithuanian language - hundreds of young philologists has recently achieved a bachelor's or master's degree diplomas. Although, for me, the philologist, who has recently closed the university doors, it is hardly understandable what and from whom all those supposedly language and nation lovers want to save.
What is more, I am sure that dozens of philologists, who are language's experts, will pack their bags and leave just because we, the real-time generation of Lithuania's independence, cannot stand the constant oppression of tolerance and freedom that comes from politicians who can only manipulate the concept of nationhood.
Gintarė Pugačiauskaitė
