Abstract: The present research is devoted to the study of the role of the media in shaping and promoting the image of political parties. The analysis used general scientific methods, such as institutional and historical, as well as elements of content analysis of official documents and analysis of statistical data. The study of the image of political parties will always be relevant to ensure modern mechanisms for its formation. However, in the era of digitalization, political parties must be able to instantly adapt to new trends and trends in the field of communication. Research on the visual aspects of political communication has now acquired particular relevance due to the spread of social media in the political sphere. Communications and the environment of communication in the modern world are changing, which means that the process of obtaining information is also changing. The study of technologies for promoting the political image of parties through such channels as the media and social networks is of particular importance. In modern democratic states, political parties act as that socio-political institution, the issue of the perception of the image of which by citizens is of particular interest. Political transformations taking place in modern society lead to fundamental transformations in the mass consciousness, a change in the perception of images, their semantic content. Political parties are undergoing significant changes both at the institutional level and at the level of the formation and perception of their image by the mass consciousness. Political parties today are forced to quickly adapt to new conditions, which invariably entails fundamental changes both in the party structure and in party politics. Mediatization pushes political parties to the inevitable activation of mechanisms to attract voters through the media.

Abstract: Currently, control over the political process is exercised not only on the physical level: a significant role in political transformations is also played by media space. Alongside the traditional forms, such as television, radio and periodicals, the Internet grows in popularity, being a platform for communication between most active social actors concerned with the problems of political, cultural and other social spheres. The virtual environment that opens doors for the promotion of civil initiatives. It is noteworthy that civil activity can have a destabilizing effect on the media space, when the population uses online platforms not as a resource of “soft power”, but as the means of influencing the government. The citizens’ pursuit of sociopolitical changes manifests not only in the forms of protest: media space affords opportunities for participation in various online platforms, forums, etc. for the citizens with active political position. At the same time, the virtual means of participation in such projects as a resource of political administration have certain limitations and are controlled by the government. Leaning on the comparative analysis, the author analyzes the theory of the question, as well as Russian and international practical experience pertaining to implementation of civil activism as a resource for political administration of media space. The conclusion is made on the level effectiveness of implementation of civil activism in media environment, its capabilities and limitations.

Abstract: Within the framework of this research the author juxtaposes the Russian and foreign experience in information and analytical support of electoral campaigns. The applied methodology is based on the combination of descriptive and comparative analysis. The key feature of information and analytical support of electoral campaigns in Russia is the lack of focus on solution of the communication (tactical) tasks. Unlike the foreign colleagues, the Russian experts are forced to dedicate substantial attention to the formation of the core idea of the campaign (message) and image of a candidate for elective office; they also have to more often explore the moods of the overall number of voters. They possess noticeably less rich databases, which suggests conducting the additional sociological research. Russia’s specificity is explained by the existence of fundamental differences in the functioning models of political institutions, state of party landscape, level of development and resourcing of research companies at the regional level. The traditionally established representations on the status, role, and place of a candidate in the organization of electoral campaign also matter significantly.