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The answer to both questions put forward in the title is basically the same: almost
everything. The author underlines the fact that if one tried to find the difference between
what can be done with a politician, and, more specifically, his/her media image and what
can be done with a politician during a training the aim of which is to build his/her media
image or at least improve it, it seems that although one cannot do everything with a politician,
that is, there exist some borderlines of shaping his/her media image, a desperate
politician could go beyond what can be done with him/her, and move this borderline as
far as possible during a training. The essay refers to numerous examples illustrating the
possibilities of using the potential of a media image
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