Media Technologies In Political Communication: Types And Potential Of Use

Abstract

The article is about the analysis of media technologies as a significant and integral component in modern
political life and political communication. The main features of new media, their unique capabilities and technologies
are highlighted. In my article the idea of expanding the channels for disseminating information, which affects the area
of social communication, the creation of new communication formats, which expands the opportunities for citizens'
participation in political life, is further developed. Also the media technologies have an increasing influence on the
political process. In addition to that, the problem of typology of media technologies used in political communication is
analysed. A wide range of parameters is defined for distinguishing classifications of media technologies - from
technical application to meaningful content and purpose. The author provides a classification of media technologies in
the area of election campaigns. The main methods of media influence on the electorate are considered.
The subject of my analysis is media technologies in the communication system as one of the technologies
influencing group behavior, way of thinking, human consciousness, political choice and society as a whole. Attention is
focused on the functions implemented by the media: consolidating, manipulative and destructive. It is emphasized that
the potential of the implementation of the outlined functions reveals the powerful possibilities of media influence on the political orientation and value of citizens. There are the main methods of media influence on society: formation of an
information agenda, manipulation of information, creation of political stereotypes, myths, etc. The potential of using
media technologies and the technology of manipulative direction are analyzed. Features of the influence of the media
on human behavior with the aim of depoliticizing it are considered. The summary is the importance of further study and
theoretical understanding of the connection between media and political communications, their application for effective
political communication, the use of their positive opportunities and the reduction of negative impact.