Media as a Technological Tool and Channel for the Formation and Promotion of the Image of Political Parties

Abstract

The present research is devoted to the study of the role of the media in shaping and promoting the image of political parties. The analysis used general scientific methods, such as institutional and historical, as well as elements of content analysis of official documents and analysis of statistical data. The study of the image of political parties will always be relevant to ensure modern mechanisms for its formation. However, in the era of digitalization, political parties must be able to instantly adapt to new trends and trends in the field of communication. Research on the visual aspects of political communication has now acquired particular relevance due to the spread of social media in the political sphere. Communications and the environment of communication in the modern world are changing, which means that the process of obtaining information is also changing. The study of technologies for promoting the political image of parties through such channels as the media and social networks is of particular importance. In modern democratic states, political parties act as that socio-political institution, the issue of the perception of the image of which by citizens is of particular interest. Political transformations taking place in modern society lead to fundamental transformations in the mass consciousness, a change in the perception of images, their semantic content. Political parties are undergoing significant changes both at the institutional level and at the level of the formation and perception of their image by the mass consciousness. Political parties today are forced to quickly adapt to new conditions, which invariably entails fundamental changes both in the party structure and in party politics. Mediatization pushes political parties to the inevitable activation of mechanisms to attract voters through the media.