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Communicative Technologies of the Regional Electoral Campaign of 2016 in the Internet

Научные исследования: 
Выпуски: 

 

For citation: Nikitina E.A., Melnikova N.A., Nenevolina P.N. (2018) Kommunikativnyye tekhnologii regional'noy elektoral'noy kampanii 2016 g. v seti Internet [Communicative Technologies of the Regional Electoral Campaign of 2016 in the Internet]. Mediaskop 2. (in Russian). Available at: http://www.mediascope.ru/2448

DOI: 10.30547/mediascope.2.2018.10

 

© Elena A. Nikitina
PhD in Philology, Associate Professor of the Chair of Theoretic and Applied Linguistics of Dostoyevsky Omsk State University (Omsk, Russia), el_nikitina@rambler.ru

© Natalia A. Melnikova
PhD in Philology, the head of the information policy department of Omsk State Technical University (Omsk, Russia), nata_aleks@mail.ru

© Polina N. Nenevolina
Master Candidate of the Philology and the Media Communications Faculty Dostoyevsky Omsk State University (Omsk, Russia), polina.nene@gmail.com

 

Abstract

The article is devoted to the studies of candidate's image creating communicative digital technologies during the 2016 electoral campaign of in Omsk. The work is interdisciplinary due to the current situation of institutionalization of PR as a science. The article analyzes communicative mechanisms of candidate's positioning and promoting in various social networks. The authors managed to prove that positioning strategy choice is determined by demands of a particular social network audience. As a representative of the opposition party, O. Denisenko who ran for the post of the mayor could not rely on of the support of regional media administrative resources. Therefore he had to use all possible digital channels. For each communication channel, a specific candidate positioning system was developed. The candidate's site was used as an information resource of the candidate's activities, it became possible for his potential voters to communicate with him online. A wide range of different social networks such as"Odnoklassniki", "VKontakte"', Instagram, Facebook, You Tube Twitter was used as a source of collecting feedback from the electorate, covering everyday events that were taking place in the candidate's headquaters. The needs and interests of the target audience of a particular network were taken into consideration. So usage of social networks in pre-election technologies allows to generate targeted content and to deliver it to personalized consumers.

Keywords: digital communications, electoral campaigns, social networks.

 

Notes

Bekbulatova T. (2016) Khozhdeniye po laykam [Browsing "Likes"]. Kommersant.ru, June 20. Available at: http://kommersant.ru/doc/3013117

Biografiya O. Denisenko [Biography of O. Denisenko]. Available at: http://olegdenisenko.ru/bio/

Borodin S. Auditorii sotsial'nykh setey. Gde vashi kliyenty? [Audience of Social Networks. Where Are Your Clients?]. Sam sebe gu.ru. 2014. August 21. Available at: http://samsebegu.ru/auditorii-sotsialnykh-setei-gde-vashi-klienty

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Denisenko posetoval, chto omichi vyboram predpochli komfort divanov [Denisenko Complained that the Omsk Citizens Preferred Comfort of Their Sofas to the Elections.]. Omsk-inform. 2016. September 19. Available at: http://www.omskinform.ru/news/98344

Glen S. V Omske mnogokvartirnyy dom na bul'vare Pobedy rushitsya na glazakh [The Multistorey Block House on Pobeda Boulevard in Omsk Is Ruining Before Our Eyes]. BK55.ru. 2016. June 15. Available at: http://bk55.ru/news/article/76654/

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Sotsial'nyye seti v Rossii: tsifry i trendy za fevral' 2016 g. [Social Networks in Russia: Figures and Trends for February 2016]. Brand Analytics. 2016. April 15. Available at: http://br-analytics.ru/blog/socialnye-seti-v-rossii-cifry-i-trendy-za-fevral-2016-g

Statistika sotsial'nykh setey [Statistics of Social Networks]. Brand Analytics. 2018. April. Available at: https://br-analytics.ru/statistics/author

Tselevaya Auditoriya Populyarnykh Sotssetey. [Target Audience of Popular Social Networks]. 2015. November 20. Available at: http://todaymig.com/newsocial/22-celevaya-auditoriya-populyarnyh-socsetey.html

https://www.ok.ru/profile/570613558483

https://ok.ru/profile/581802566414

https://ok.ru/krutinka.imy

 

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