ЦИФРОВАЯ МОБИЛИЗАЦИЯ ПАРТИЙНОГО ЭЛЕКТОРАТА (НА ПРИМЕРЕ ИЗБИРАТЕЛЬНОЙ КАМПАНИИ В ГОСУДАРСТВЕННУЮ ДУМУ РФ 2021 ГОДА)

Abstract

The purpose of the work is to determine the mechanisms of digital mobilization of the party electorate in the Internet. This problem is being updated due to the increasing popularity of the protest agenda among the population of the country, the pandemic of coronavirus infection and, as a result, the popularization of Internet resources, the change in the ways of obtaining new information among Russians in the 20s of the XXI century. As part of the study, the author conducted an expert interview of party workers, SMM-specialists, representatives of the scientific community. Also, the groups of United Russia and the Communist Party of the Russian Federation were monitored in VKontakte for the tonality of information and the mechanisms of citizen mobilization presented, using content analysis. As a result of the analysis, the author came to the opinion that the feature of modern digital mobilization in 2021 is the pedaling of «covid» issues. The author identifies two modes of the tonality of mobilization: creative, based on party projects and volunteer movement, and protest, which is based on collective actions against the policies of the party in power. The paper draws conclusions according to which in 2021 the role of social media has changed, if earlier they acted more for the dissemination of information, then in modern realities within the framework of this topic they are used as tools for uniting people and motivating them to collective actions, whether it is voting or taking to the streets (rallies, marches, demonstrations).