DOI: 10.25136/2409-7144.2022.10.39105

Abstract: The present research is devoted to the study of the role of the media in shaping and promoting the image of political parties. The analysis used general scientific methods, such as institutional and historical, as well as elements of content analysis of official documents and analysis of statistical data. The study of the image of political parties will always be relevant to ensure modern mechanisms for its formation. However, in the era of digitalization, political parties must be able to instantly adapt to new trends and trends in the field of communication. Research on the visual aspects of political communication has now acquired particular relevance due to the spread of social media in the political sphere. Communications and the environment of communication in the modern world are changing, which means that the process of obtaining information is also changing. The study of technologies for promoting the political image of parties through such channels as the media and social networks is of particular importance. In modern democratic states, political parties act as that socio-political institution, the issue of the perception of the image of which by citizens is of particular interest. Political transformations taking place in modern society lead to fundamental transformations in the mass consciousness, a change in the perception of images, their semantic content. Political parties are undergoing significant changes both at the institutional level and at the level of the formation and perception of their image by the mass consciousness. Political parties today are forced to quickly adapt to new conditions, which invariably entails fundamental changes both in the party structure and in party politics. Mediatization pushes political parties to the inevitable activation of mechanisms to attract voters through the media.

DOI: 10.25136/2409-7144.2020.9.33869

Abstract: Currently, control over the political process is exercised not only on the physical level: a significant role in political transformations is also played by media space. Alongside the traditional forms, such as television, radio and periodicals, the Internet grows in popularity, being a platform for communication between most active social actors concerned with the problems of political, cultural and other social spheres. The virtual environment that opens doors for the promotion of civil initiatives. It is noteworthy that civil activity can have a destabilizing effect on the media space, when the population uses online platforms not as a resource of “soft power”, but as the means of influencing the government. The citizens’ pursuit of sociopolitical changes manifests not only in the forms of protest: media space affords opportunities for participation in various online platforms, forums, etc. for the citizens with active political position. At the same time, the virtual means of participation in such projects as a resource of political administration have certain limitations and are controlled by the government. Leaning on the comparative analysis, the author analyzes the theory of the question, as well as Russian and international practical experience pertaining to implementation of civil activism as a resource for political administration of media space. The conclusion is made on the level effectiveness of implementation of civil activism in media environment, its capabilities and limitations.

DOI: 10.7256/2454-0684.2018.9.27460

Abstract: This research is dedicated to examination of the role of social networks in electoral process of modern Russia. The author also reviews the factors that substantiate the effectiveness of using social networks in electoral campaigns. A conclusion is made that the activity in social networks does not have a strong effect on the voting results. Partially, it is due to the deficit of qualified specialists in the area of political advertising in social networks; or an improper choice of promotion platform. Among the main unsolved problems are the following: low users’ trust in the traditional political parties and their representatives; high level of fragmentation of Internet community; and comparatively weak connection between its separate segments. It seems important for the political party or a separate politician to structure their activity in accordance with the challenges of surrounding reality, skilfully form and promote their image using the existing opportunities of relevant technologies, especially information, which reflection is the Internet and the system of its interactive services.