The article analyzes the phenomenon of political manipulation, as a mechanism for using hidden technologies in the political sphere to achieve political goals. Having considered three theoretical approaches to the explanation of manipulation, the author notes, that it is often perceived as destructive. Manipulation in terms of design is less common. The neutral approach to manipulation, whose supporters advocate contradictory ideas, is ambiguous. Analysis of manipulation outside of ethical evaluation allows us to recognize the following signs of the phenomenon: communication act, the nature of which depends on the goals of the subject; an alternative to the commanding power, which provides for the non-violent achievement of the subject’s goals; often eliminates obvious threats to the object. The author believes that manipulation should be considered ambivalent: if the actions of the entity take into account the interests of the entity, then the process of manipulation acquires constructive features and is interpreted as socially acceptable, creative, albeit covert management. If the subject acts selfishly, then the manipulation has a negative color and is condemned by society. Political manipulation – the use of manipulative technologies in the political sphere to achieve political goals. The tool of political manipulation is often media, with which you can quickly reach the largest possible audience. Obviously, the inextricable link between political manipulation and the media is a change in the nature of political manipulation, along with a change in the specifics of the media.

The author analyzes new models of electoral behavior, developed mainly by Western scientists, in particular: the concept of multi-factor evaluation of elections, the concept of the impact of voters with changing preferences, the concept of electoral behavior at the individual level, where three types of electoral votes are distinguished: "voice of thought", "voice of belonging" and "voice of change" and the like. These concepts are a scientific reflection of the new processes that occur in the social and political structure of the states with a consolidated democracy, in a post-industrial, information society. Another situation exists in transitive political regimes, for which the following models are more adequate: the technological model of voting, the model of voting for a political image, the model of rational voting, the model of national-cultural identification, and the like. Various models and concepts give grounds for the conclusion that the differentiation of the electorate groups based on voting is a fruitful approach for stable societies that are devoid of explosive processes, rapid changes and are undergoing gradual evolutionary reforms, which are displayed in the results of voting of the citizens. But in transitional political regimes, the electoral choice most adequately indicates the model of voting for a positive image of a candidate or political party. Keywords: new models of electoral behavior, states of consolidated democracy, transitive political regimes.

Based on the analyzed material, the author proves that manipulative electoral technologies have a very important influence on the political values of the population and the results of their voting during the elections. In a post-industrial society, political manipulation, electoral technologies, and the power of the information become crucial in manipulating the society, since the vast majority of citizens perceive the world around them through the electoral pro- cess. The 2019 presidential election in Ukraine demonstrated a combination of manipulative, “dirty” and “clear” electoral technologies. And the media and the Internet, which are involved in this process, have now become one of the most important public institutions. The experience of political campaigns on Facebook in the United States and Europe shows that the right audience and the right messages aimed at it usually help to achieve success. The results of the 2019 presidential election in Ukraine showed how new political technologies affected their course, and helped one of the candidates win. In this election, new technologies clashed with the traditional ones that have been operating in Ukraine for decades, and the results showed that the new ones are much more effective. The article notes that it is necessary to introduce “clear” electoral technologies into the political field of Ukraine, taking into account its social, political and economic reality and the global game rules. They must be created by intensive means, designed and implemented as science-intensive social engineering products.

The article proves that political manipulation is one of the conditions for the stable existence of political regimes and allows to control people and their consciousness. Tools and means of political manipulation are being continuously developed and improved, because they help political regimes function stably. Political manipulation is usually planned and organized, and can carry potential risks for the development of society as a whole. Political manipulators actively attract the media, which effectively distribute needed information and have the fullest impact on social consciousness. Peculiarities of political manipulation as a specific form of political influence, involve creating additional psychological levers of effective action in the process of the struggle for power. Political manipulators, with the help of various technologies of political manipulation, latently correct mass consciousness; include artificial stimulus (motivations) for action; redirect public moods and social activity in the direction they need. The author studies the current manifestations of political manipulation in the society: influence on public opinion; state authorities discredit; political advertising. To achieve success in the political struggle, the manipulator needs the support of society, which is guaranteed by the actions of mechanisms to influence public opinion. The author identifies and analyzes the following mechanisms of the means of political manipulation: language suggestion (speech influence), neuro-linguistic programming, and negative campaigning.

The author argues that electoral process is particularly indicative of studies on political manipulation, because during this period all manipulative resources are mobilized, which en- courages people to actively support certain forces. The mechanisms of political manipulation are constantly working, improving, so that at the right time they can be activated at full capacity helping to achieve the desired outcome. Manipulation is not limited to electoral practices. It can be successful provided it’s total or full coverage, continuous and leaves no alternative and there are no large-scale contradictory manipulative actions.