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.

Abstract: This research is dedicated to examination of the role of social networks in electoral process of modern Russia. The author also reviews the factors that substantiate the effectiveness of using social networks in electoral campaigns. A conclusion is made that the activity in social networks does not have a strong effect on the voting results. Partially, it is due to the deficit of qualified specialists in the area of political advertising in social networks; or an improper choice of promotion platform. Among the main unsolved problems are the following: low users’ trust in the traditional political parties and their representatives; high level of fragmentation of Internet community; and comparatively weak connection between its separate segments. It seems important for the political party or a separate politician to structure their activity in accordance with the challenges of surrounding reality, skilfully form and promote their image using the existing opportunities of relevant technologies, especially information, which reflection is the Internet and the system of its interactive services.