GRASSROOTS ЯК НЕПРЯМИЙ МЕТОД ЛОБІЮВАННЯ ПОЛІТИЧНИХ РІШЕНЬ

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Interest groups use a sophisticated combination of various methods and technologies in their lobbying activity, their list expands and diversifies in a digital society and differs depending on the subject of lobbying and available resources for influence. To increase the effectiveness of lobby campaigns along with traditional methods of direct influence, interest groups seek to create a certain impression about a particular issue in the public. For these purposes indirect methods of lobbying are widely used, they do not have a specific target audience, they are applied outside the offices and corridors where government officials make their decisions. Among these indirect methods of lobbying, grassroots take a special place. This term grassroots refers to the self-organized activity of groups, their attempt to influence "from the bottom up" by analogy with the growth of grass from the roots. Grassroots involves influencing decision-makers not directly, but through the public, mobilizing support for political interest through mass communication. The power of grassroots is not in financial resources, but in the ability to use the beliefs and efforts of ordinary citizens to shape the political agenda. To mobilize community lobbyists use a combination of public affairs and media relations tools. This method of influence is widely used by non-governmental organizations around the world to ensure the protection of human rights in various spheres at the local, regional, national and international levels - from race, national, religion, gender discrimination to the abortion and climate change. The article analyzes grassroots as a method of lobbying influence by mobilizing the public around a political issue; its content and essence, advantages and risks to the political system are defined. It is determined that grassroots not only enhances the effectiveness of interest group lobbying, but also makes a significant contribution to the development of democracy by promoting public awareness of important political issues, helping ordinary citizens understand the essence and consequences of legislation from a layman's perspective. The author identifies the main grassroots tools, demonstres the specifics of their effective application, emphasizes the key role of mass communication, including social networks, in organizing grassroots lobbying to expand audience coverage and mobilize public support. The importance of astroturfing lobbying as an imitation of grassroots, the creation of artificial public support for political decisions and events, which threatens the democracy and transparency of the political process, is established. Key words: astroturfing, grassroots, interest groups, lobbying, grassroots initiatives, political communications, political decision.