Abstract
<jats:p>This chapter examines the complex transformation of the professional image of lawyers in the context of the total digitalization and media coverage of the legal environment in 2024–2026. The author analyzes the impact of digital communications, artificial intelligence (AI) technologies, and the publicity of legal proceedings on reputation formation and the effectiveness of legal defense. Historical and cultural archetypes of the lawyer's image in fiction and cinema are examined, paralleling them with modern demands for flexibility, mobility, and moral choice. Particular attention is paid to the «Pyramid of Meanings» and nonverbal aspects of communication (body language), which remain critical in the era of AI dominance. Case studies from recent years demonstrate how impression management and digital reputation are becoming tangible factors influencing the outcomes of high-profile court cases.</jats:p>