The impact of political campaigning in social media during the campaign period of the Russian presidential election in 2024

Every year, the number of users of social networks is growing, representing not only a growth of communication between users and obtaining the necessary information, but also a political communication space growth. Over the past ten years, political parties have been increasing their presence on social media and broadcasting their political agenda. Currently, it is problematic to assess the effectiveness of communication on users of social networks with a political agenda. It is not clear what place political campaigning occupies on social networks against the background of other types of campaigning, including campaigning in the media. The hypothesis of the study is the statement that political campaigning on social networks influences the decision of the voter in the presidential elections of the Russian Federation. The research methodology includes: the method of content analysis, comparative analysis, as well as the method of comparison and the method of secondary data analysis. The aim of the work is to obtain data on the impact of the social media community of Russian presidential candidates during the election campaign in the 2024 elections. The objectives of the research are to study the political communication in the social networks of presidential candidates and the impact on the decision-making of the voter for whom to cast their vote on election day. The study is conducted during the campaign period from February 17 to March 15, 2024. The novelty of the work is to obtain specific data, on the basis of which a conclusion was drawn about the effectiveness of political campaigning on social networks in federal elections in Russia, as a result of which the hypothesis about the impact of political communication on social networks during the campaigning period was not confirmed.

Presidential elections, social technologies, political technologies, social networks, political communication, election campaigning, campaign period, social networks analysis, electorate, content analysis