Political Communications in Network Electoral Clusters: cyber technologies in the formation of a network party brand

Abstract

The article represents the results of the analysis of network electoral clusters as a phenomenon of cyber parties and political technologies in the electronic media environment in the context of the problem of consolidating political power. Pointing to the modern specifics of the electoral processes and institutions of modern Russia, the author justifies the movement of protest activity and manipulation by the electorate into the electronic space. Based on the review of the relevant publications, the author concludes that the analysis of network electoral clusters, as well as technologies for political mobilization on the Internet, represents an important source and a problematic field for political scientists working on the problem of consolidating political power. For a democratic solution to the problem, it is necessary to timely identify and take into account protest activity in the electronic media environment, monitor and prevent the spread of potentially dangerous content using the technical and communicative resources of social networks. At the same time, the solution of the problem is not limited to countermeasures in the Internet space, the introduction of censorship, etc. It lies in the plane of improving the interaction of society and power, the electoral legislation, the party system and the personal political competence of citizens, their ability to assess the reliability of information, determine their political preferences, focusing not only on the political image of parties (party brand), but also the real content of their activities and programs.