Media Communications of Executive Power: Assessing Effectiveness

Abstract

Assessing the Effectiveness of Media Communications of Executive Power: An Analysis of Speeches. This study focuses on developing a method to evaluate the effectiveness of communication between Russian executive authorities and citizens. The empirical data was collected from posts on the official pages of the Ministry of Health of the Russian Federation, Perm Krai Ministry of Health, and Sverdlovsk Oblast Ministry of Health on the social media platform VKontakte. The relevance of this research lies in the need to establish objective measures of speech performance based on verifiable data. One such measure is the engagement coefficient of users, determined through the online service Popsters.ru. The novelty of this study lies in interpreting effectiveness as a complex characteristic represented by the reactions of recipients — likes, comments, and reposts. The proposed algorithm for evaluating the effectiveness of media dialogue between authorities and citizens includes the following procedures: determining criteria for selecting content, automatic analysis of material, ranking publications, content analysis of publications, and identifying their discursive-stylistic features. It has been proven that the engagement of users in communication with authorities is influenced by the content, thematic, linguistic, and non-verbal parameters of the text (question-answer complexes, evaluative vocabulary, prospective and exclamatory constructions, categorization, emojis, etc.). This methodology can be used to assess the effectiveness of media dialogue between executive power and citizens on other digital platforms.