ПРАКТИКА ЗАСТОСУВАННЯ ВИБОРЧИХ ТЕХНОЛОГІЙ ПІД ЧАС ПРЕЗИДЕНТСЬКИХ ЕЛЕКТОРАЛЬНИХ КАМПАНІЙ В УКРАЇНІ

Abstract

The work carried out a systematic study of the practice of using electoral technologies during presidential campaigns in Ukraine. The concept of electoral technologies as a tool to influence public opinion has been analyzed. The peculiarities of electoral technologies development in Ukraine during the period of independence have been highlighted and analyzed in stages. It is claimed that in the context of modern society digitalization, the approach to the use of technology in electoral campaigns is changing significantly. An important place in the recent electoral (presidential and parliamentary) campaigns was played by the latest electoral technologies, including the use of social networks. The advantages and disadvantages of their implementation have been outlined. Despite the tendency to use the latest electoral technologies, traditional electoral technologies (talk shows, debates, etc. ) remain quite effective. The «dirty» electoral technologies that were used during the presidential election campaigns in Ukraine have been detailed. Among them, the most popular were: «double» technology, «clone», «revolutionary» technologies, «bribery of voters», image-building, disinformation technologies, fakes (deep fake), etc. It should be noted that the technologies of «performance» and theatricalization of the election process played a rather important role in the successful conduct of the presidential election campaign. It is noteworthy that the effectiveness of the applied electoral technologies depends on human and material resources, the qualities of the leader himself and the team of specialists.