Digital Management in the Activities of Russian Political Parties: the Problem Field of Information Flow Management in Social Media
Research Article
How to Cite
Brodovskaya E.V. Digital Management in the Activities of Russian Political Parties: the Problem Field of Information Flow Management in Social Media. Vlast’ (The Authority). 2020. Vol. 28. No. 6. P. 81-88. DOI: https://doi.org/10.31171/vlast.v28i6.7727 (in Russ.).
Abstract
The article is devoted to the analysis of digital management of political parties and proto-party network actors in modern Russia. The author implements an analysis of the Internet practice of eight Russian parliamentary and non-parliamentary political parties, as well as proto-party network actors («United Russia», KPRF, LDPR, «Fair Russia», «Yabloko», Party of Growth, Libertarian Party Russia, «Russia of the Future») in April – June 2020, i.e. at a time when communications with electoral groups in the real environment were extremely limited. The calculation of the Digital Management Index of Russian political parties and pro-party network actors was carried out on the basis of comparing the following indicators: the development of the digital infrastructure; the intersection of offline and online networks; management of information flow in social media; personcentricity of information flow in social media; informality of information flow in social media; integration of information flow in social media; correspondence of the localization of the information flow to the target audience. A high level of potential to scale up electoral support through online communication with target audiences demonstrates the party «Russia of the Future». Most of the units of analysis («United Russia», KPRF, LDPR, LPR) fell into the second segment with an average level of adaptation to limiting communications in the real environment. «Fair Russia», «Yabloko» and Party of Growth demonstrated a low level of adaptation.
Keywords:
political parties; proto-party network actors; digital management; information flow; social media; target audience; electoral process; digital infrastructure; mobilization potential; switching potential; Digital Management Index
References
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Brodovskaya E.V., Dombrovskaya A.Yu., Karzubov D.N. 2017. Analiz effektivnosti kommunikatsii parlamentskikh rossiiskikh politicheskikh partii (na primere Edinogo dnya golosovaniya 2017 goda). – Grazhdanin. Vybory. Vlast'. № 4. S. 69-90. (RUS.)
Smorgunov L.V. 2014. Setevye politicheskie partii. – Polis. Politicheskie issledovaniya. № 4. S. 21-37. (RUS.)
Chizhov D.V. 2016. Formirovanie imidzha rossiiskikh politicheskikh partii v seti Internet. – Monitoring obshchestvennogo mneniya: ekonomicheskie i sotsial'nye peremeny. № 1. S. 313-338. (RUS.)
Edwards D., Potter J. 2005. Discursive Psychology, Mental States and Descriptions. – Conversation and Cognition (ed. by H. Molder, J. Potter). Cambridge University Press. P. 241-259.
Mercer S. 2011. Culturelinks: Cultural Networks and Cultural Policy in the Digital Age. – Networks: The Evolving Aspects of Culture in the 21st Century (ed. by B. Cvjetičanin). Zagreb: Institute for International Relations Culturelink Network. P. 31-45.
Political Parties in the Digital Age (ed. by G. Lachapelle, P. Maarek). 2015. Berlin, Boston: De Gruyter Oldenbourg. 187 p.
Safiullah M., Pathak P., Singh S., Anshul A. 2017. Social Media as an Upcoming Tool for Political Marketing Effectiveness. – Asia Pacific Management Review. Vol. 22. Is. 1. P. 10-15.
Article
Received: 21.12.2020
Citation Formats
Other cite formats:
APA
Brodovskaya, E. V. (2020). Digital Management in the Activities of Russian Political Parties: the Problem Field of Information Flow Management in Social Media. Vlast’ (The Authority), 28(6), 81-88. https://doi.org/10.31171/vlast.v28i6.7727
Issue
Section
GLOBALISATION AND DIGITAL SOCIETY
Following the submission of the manuscript to the Publisher, the author binds oneself not to publish it somewhere else without permission of the Publisher.
