СТРУКТУРА ЦИФРОВЫХ КОММУНИКАЦИЙ ПОЛИТИЧЕСКИХ ПАРТИЙ РФ НАКАНУНЕ ВЫБОРОВ 2021 ГОДА

Abstract

The analysis of the structure of digital communications of political parties is actualized by the proximity to the electoral cycle of 2021. Referendum-2021 will show the level of public support for the current socio-political course and, possibly, will change the political balance in the State Parliament. The purpose of this study is to present the results of an automated analysis of the party communication digital markers and regulation strategies by online network communities of political parties. The methods of data collection and analysis were the analysis of social graphs (the structure and density of user connections within social media communities) using proprietary software and cognitive mapping of political party digital content with the creation of a database and its analysis via the SPSS Statistics 24.0. The cases of empirical analysis were the political parties of the Russian Federation - participants of the Referendum-2020. As a result of the study, all online party groups-analysis cases are segmented into three clusters: groups regulated by online macroleaders; communities managed by online microleaders; groups with «horizontal connections» that do not have influential influencers. For each type of community, the features of the social media communication content are defined. In conclusion, recommendations on the organization of social and media support for the activities of political parties are formulated.