EVOLUTION OF POLITICAL ADVERTISING IN THE COMMUNICATION SPACE OF UKRAINE

Abstract

Society always tries to be as informed as possible, especially if it concerns the political sphere. In the pre-election period, when the level of political activity increases, the information space becomes the field of their power struggle. The media have always been a kind of reference point in choosing the political sympathies of the addressees, and the content of the media shaped the attitude of these addressees toward reality. Since the public's responsibility for its political choices is high, the audience must always identify political advertising in any form. Political advertising went from its birth to an active phase of development in a span of almost 30 years. If at the end of the 20th century, we saw advertising only in the press, on television and radio, then at the beginning of the 21st century it is actively spreading in literature, on external elements, and with the development of the Internet – in social networks. The study analyzed political advertising and political campaigning from 1991 to the last presidential elections and developed a periodization based on the elections of the President of Ukraine. The emergence of political advertising took place in the late 1990s of the 20th century. Today, in the communication space of Ukraine, there is high-quality political advertising that meets the requirements of current legislation and relevant ethical standards. Along with this, we have the existence of political "jeansa" (hidden advertising), which violates journalistic and ethical standards. Political advertising has constantly evolved and acquired new forms related to the development of technology, information space, and society's demands. During its development, it went through several stages and transformations: from the unsuccessful application of postSoviet and Russian experience to the application of political technologies in the Telegram social network. The evolutionary period continues to this day. Modern communication technologies will help push political advertising to a new stage of development.