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Author
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Yan Medviedev, Serhii Piddubnyi, Olga Zaslavska, Olesia Posvistak
& Viktoriia Nalimova
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Year
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2025
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Publisher
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International Journal on Culture, History, and Religion
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Abstract
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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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Language
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English