CURRENT METHODS OF COMMUNICATION OF PUBLIC POLITICIANS OF MOSCOW WITH CITIZENS IN THE INTERNET SPACE (ON THE EXAMPLE OF THE ELECTIONS TO THE STATE DUMA IN 2021)

Abstract

The digital transformation of all spheres of society has led to the need to develop Internet communications and increase the importance of social networks as platforms for discussing and broadcasting positions. The purpose of this work is to analyze and evaluate the activity of public politicians in Moscow in social networks to develop practical recommendations for conducting Internet communications. In the course of the research, the authors of the article used structural-functional and systematic approaches to determine the key parameters of building communications in the virtual space; discourse analysis and technologies of social media predictive analytics to study the posted content, its tonality and the dynamics of discussions both in social media and on the Internet in general; as well as classification and generalization methods for highlighting the main types of page maintenance by public politicians in social networks. The set of methods used made it possible to give a comprehensive assessment of the positioning of public politicians in the Internet space. In the course of the study, a qualitative and quantitative analysis of the content posted on social media by both public politicians on the pages of their own social networks and the audience discussing their activities was carried out; the types of maintaining pages in social networks by politicians of different levels are highlighted: federal, regional and municipal; the strengths and weaknesses of each type are identified. The authors of the article analyzed the main indicators that determine the effectiveness of public politicians' pages in social networks, identified the most popular communication platforms, developed recommendations and techniques for Internet communication of public politicians in Moscow with citizens. The results obtained in the course of the study can be used by public politicians in their activities both in the context of the implementation of election campaigns, and for regular interaction with their audience, as well as by research scientists for further in-depth study.