Abstract: The article is devoted to the analysis of experience and peculiarities of using the Internet in modern election campaigns run by the USA. It is noted that in the current political environment of Russia, there is a growing interest of political experts and leaders towards theoretical and practical issues of elections and influence of election campaigns on the mechanisms of government and political management. It is shown that Americans not only use the entire scope of social tools for conducting public surveys on the Internet, but also create information trends and products that are easily sold during the election period. Moreover, the model of 'digital diplomacy' involves the transmission of propaganda struggle from traditional mass media to the Internet. In this regard, the author notes that today there is a need in scientific support of election campaigns and systematic follow-up of the Internet space. Therefore, integration of Internet communications into the election process in these or those countries is an essential element of election campaigns. 

Abstract: The article includes analysis of political communications in early XXI century.  It is shown that the Internet has changed the political communications, and it currently serves as a fundamental area, based upon which mutual adaptation of off-line and on-line political actors take place.  Transformation of political communication facilitates the transfer from the paternalist power relations to the political pluralism.  The author provides the hypothesis that it is by the political communication that the legitimate political discourse between society and government may take place.  Within the context of the modern Russian reality political communication serves as means of existence and translation of political culture, which may serve as a basis for the democratization of the relations between the state and the civil society. Transformation of the political communication facilitates the transfer from the paternalist government relations, and the etatist model of government, clientalism in the system "power and society" towards the political pluralism. Therefore, the politics in its ideal understanding is an activity aimed at the general organization of the society, bringing into accord various interests and goals, finding agreement and compromises.