Загальна Концепція Політичного Маркетингу Та Використання Політичних PR-технологій У Формуванні Медіареальності В Добу Діджіталізації

Abstract

Modern life is characterized by the interpenetration of social spheres, one example of which is political marketing. At the same time, the core of political reality is the political market, whose players compete for public support and trust, using the technologies of propaganda, populism and manipulation. The use of the latter in the digital age is directly related to marketing and consumerism. Therefore, it is relevant to study the specifics of the application and impact of these technologies in a marketing way. The purpose of this study is to define and justify the general concept of political marketing and the use of political PR technologies in the formation of media reality in the era of digitalization. The institutional nature of modern political marketing is due to the "consumer" nature of the political market and its origin from classical economic marketing, and therefore it can be described using general marketing strategies; a characteristic feature of the subject field of political marketing in the era of digitalization is the presence of a powerful media space, which "binds" communication channels between consumers (customers) and producers (executors) of a political product and actively uses hybrid tools to influence mass consciousness (primarily, propaganda , populism and manipulation). The raised problem was investigated theoretically using general scientific (analysis and synthesis, comparison and systematization) and special scientific (profile economic and political approaches) methodology; the central method is the analysis of the existing source and scientific-theoretical base. The tendency of political marketing to borrow economic marketing concepts for their productive and effective transformation into the political field has been clarified; it has been investigated that the trust of the broad masses of the population as the basic and most valuable resource of modern political marketing and as an immanent feature of society and public opinion is the object of the main competition of political players and influencers, which is targeted by the influence of propaganda, populism and manipulation technologies; it has been proven that digital technologies and media tools have changed the above-mentioned means of influencing the consciousness of the masses in the direction of increasing their communication component, which indicates that with the development of the digital age, the indicated technologies of political marketing have acquired the features of full-fledged PR classical marketing and increasingly influence the mass consciousness . The revealed problem creates a foundation for the further development of research on political marketing, the study of which in domestic science was started only recently and so far lags behind world scientific trends.