The Use of Social Media by the New People and United Russia in the 2021 Election Campaign

Abstract

Currently, digital platforms can act as venues for formulating collective purposes and identities. Digital communication is turning into one of the main ways to interact with wider audiences. Increased political competition and the necessity to gain voters’ attention require political parties to use all communication channels with target groups. New media are one of the tools for interaction with the electorate. They are becoming increasingly universal, mobile. The power of persuasive influence on the political consciousness and values of citizens is growing, thanks to the ability to spread information on the Internet through leaders of public opinion, the creation of communities of like-minded people. The article identified the most significant factors contributing to the success of the party New People and United Russia party at the federal and regional elections of to 2021. One of these factors is using social media to promote party programs amongst the general population of the electoral age. On the example of the Sverdlovsk region, the authors carried out a comparative analysis of the effectiveness of the use of social networks of the young “New People” and United Russia, which have been part of the State Duma and the local legislative bodies for many years. An important conclusion is that the party “New People” has managed to effectively use social media when working with different segments of voters to realize the population request for renewal of the composition of the federal and local legislative bodies.