Digital Social Platforms in Political Communication: Tools, Strategies, and Their Implications

Yan Medviedev; Serhii Piddubnyi; Olga Zaslavska; Olesia Posvistak; Viktoriia Nalimova

doi:10.63931/ijchr.v7iSI1.2.445

Authors

Yan Medviedev Interregional Academy of Personnel Management, Kyiv, Ukraine https://orcid.org/0009-0004-2105-5518
Serhii Piddubnyi Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine https://orcid.org/0009-0008-5596-6386
Olga Zaslavska Khmelnytskyi National University, Khmelnytskyi, Ukraine https://orcid.org/0000-0003-1608-1530
Olesia Posvistak Khmelnytskyi National University, Khmelnytskyi, Ukraine. https://orcid.org/0000-0002-8462-3584
Viktoriia Nalimova Khmelnytskyi National University, Khmelnytskyi, Ukraine https://orcid.org/0000-0001-6540-5197

DOI:

https://doi.org/10.63931/ijchr.v7iSI1.2.445

Keywords:

influence strategies, political campaigns, social media in politics, online political discourse, elections

Abstract

Social media has become an indispensable tool for communication and political campaigns, significantly shaping the dynamics of political discourse in contemporary society. Its relevance is underscored by the intensification of political debates on the international stage, particularly in relation to wars and armed conflicts. The war in Ukraine exemplifies how social media has also become an informational battlefield where political communication plays a decisive role. With society becoming increasingly reliant on the internet, studying the strategies and outcomes of political social media use is crucial to understanding its impact on public opinion, voter behavior, and electoral processes. This study applies the constructivist research paradigm and employs qualitative content analysis to examine the influence of the internet, and social media in particular, on political and social discourse. It analyzes electoral marketing practices and the use of digital platforms in political campaigns, with the goal of identifying significant methods, assessing their effectiveness, and uncovering the essential components of political social media engagement. Additionally, the research investigates the construction of political leaders’ personalities online and addresses the difficulties and challenges associated with social media use in political campaigns, while outlining potential future directions. The methodological approach involves reviewing relevant literature to identify theories and concepts on social media and politics, as well as case studies that demonstrate actual practices of digital campaigning. The results indicate that as digital platforms continue to advance, they will exert even greater influence on politics, underscoring the importance of responsible and ethical participation by politicians, voters, and regulators.

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