Communication Strategies of Election Campaigns in Modern Russia

Abstract

The article highlights the forms of communication strategies used by Russian politicians in election campaigns. The author describes modern forms of communication strategies based on new media and social networks and compares the effectiveness of new and traditional media in political messaging during election campaigns. The researcher’s contribution to science lies in the development of language types used by politicians in the election process. In this study, the hypothesis of similarity between social network users is considered erroneous, since their political preferences are not the same. The users’ age and social affiliation differ, which means that a politician needs to shape individual election messages for each group separately. The study identifies the basic elements and models of pre-election political communication. Political communication management is a complex process that includes strict adherence to the sequence of management stages and timely transition between them, on the one hand, and effective implementation of all necessary technological processes for each type of political communication at each stage, on the other. Correct communication management certainly serves as a basis for increasing its effectiveness and, therefore, is a guarantee of successful and conflict-free achievement of its main goals.