Potential of Digital Technologies in Election Campaigns

Abstract

Currently, the active introduction of digital technologies into the field of political communication has led to a transformation of electoral discourse structure. Big data analysis techniques are widely used at the preparation stage to identify the target electorate; at the communication stage, machine learning technology helps to pinpoint fakes and monitor the media, and neural networks create campaign content. Digital technologies enable actors in the political process to communicate with the electorate through channels independent of mainstream traditional media, densify the information environment and contribute to the creation of a unique digital scenography that produces a powerful emotional impact on the electorate. The article examines the most active period of the election campaign, when the candidate is in direct contact with the electorate, and digital technologies enhance the degree of his/her influence on potential voters. It is shown that the choice of digital technologies depends, to a large extent, on the political culture of the country. The cases of election campaigns in the USA, France, India and South Korea are considered.