Features of communications in social networks of the candidate A. Beglov in the election campaign for governor of St. Petersburg in 2024

The purpose of this article is to identify the features of the candidate's communication in social networks, identify areas of improvement and problem areas in interaction with target audiences. The subject of the study is the digital communications of candidate A. Beglov in the framework of the election campaign for governor of St. Petersburg in 2024. The empirical basis of the study was publications on the candidate's official account in the Telegram messenger in the period from August 10 to September 5, 2024. The authors pay attention to identifying the key themes and analyzing how the candidate interacts with various target groups of voters. The article also provides statistical information on the publications. The methodology includes a discourse analysis of publications using thematic, lexical and tonal analysis, as well as an assessment of the involvement of the target audience based on statistical data. The novelty of the research lies in a systematic approach to studying the candidate's interaction with target audiences through social networks, which allows us to identify both successful aspects of communication. The main conclusions of the study are to identify the predominance of messages related to urban infrastructure, social and educational projects in A. Beglov's telegram communications. A special contribution of the authors to the research of the topic is a detailed analysis of vocabulary with a positive tone, which allows us to evaluate the rhetoric of a candidate in the context of his election strategy. It is revealed that publications related to solving urban problems and improving living conditions play a key role in forming a positive image of a candidate. The linguistic features of the texts of publications contribute to creation of a positive and trusting image of the candidate, create a balanced and convincing pre-election discourse.

political communication, social media, electoral campaign, Telegram, digital communication, elections, discourse analysis, Governor of St. Petersburg, linguistic analysis, digitalization