Polyakov Alexey V.

The article discusses the features of the use of digital political marketing as a special technology of political PR. The authors of the study note that digital political marketing has become a favorite method of promoting political products due to the wide opportunities provided by multimedia platforms for public and private communication on the Internet, as well as Big Data technologies, with which you can analyze an incredibly large amount of all kinds of data about users. Based on these data, the course of the political process is effectively adjusted and the political preferences and views of the online electorate are implicitly changed. The authors examine in detail the possibilities of social networks for promoting PR campaigns, analyze ways to collect data about users and note the risks posed by technological innovations of the digital age for political democracy. In conclusion, the authors conclude that in order to achieve effective interaction between political actors and citizens on the Web, it is necessary to maintain a balance between innovative methods of voter engagement and ensuring their rights to privacy and personal data protection in a risky digital era.

The present study reveals the essence of the use of modern PR technologies in the conditions of the formation of a new format of political governance that can influence the course of political changes through explicit or implicit influence on an individual at once at two levels of his existence - real and virtual. The author's position is that the emphasis on virtual levels of individual existence is due to the processes of positioning digital data as the most significant resources of the current era, as well as the desire of political actors for digital surveillance of society and the search for mechanisms to control public opinion. In this regard, political management largely focuses on PR technologies embedded in the infrastructure of the network society, which, unfortunately, lead to the gradual curtailment of democratic foundations and the generation of information perception in the characteristics of the post-truth era, where PR becomes a full-fledged tool of deep manipulation.