COMMUNICATION TECHNOLOGIES IN THE ELECTORAL PROCESS: AN ANALYSIS OF APPROACHES
Abstract
The article analyzes new approaches to the electoral communication process, the need for which lies in the rapid development of information and communication technologies. It has been established that the project approach will take into account possible risks and changes in electoral moods, as well as rationally combine communication and electoral technologies in the electoral communication process. The use of the narrative approach is justified due to the need to ensure the integrity and complexity of both communications and content, and the actions of a political subject in the electoral process.
Strategic communication technologies in the electoral process are defined as a certain set of actions that must be consistently, properly, using specific means and techniques, implemented by a political subject in the information and communication space to achieve political and electoral goals, rationally combine project, narrative and systemic approaches.
The main stages of designing communication electoral strategies as a scientifically based process of creating a project, a prototype of the desired behavior of citizens during elections and ways to achieve it, in particular: analysis of communication potential, structuring political and electoral goals, analysis and targeting of stakeholders, interaction with target audiences, developing a narrative matrix, identifying communication channels, planning actions and identifying resources, implementing an election campaign, monitoring, evaluating and adjusting communications and actions. It has been established that the use of strategic communications, carried out on a systematic basis, will minimize the use of fakes, psycho viruses, propaganda and populism in the domestic communication space, political discourse and during election campaigns, and will also contribute to increasing the level of trust in the relevant political party or political leader.
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