USE OF DIGITAL TECHNOLOGIES IN ELECTORAL POLITICAL COMMUNICATIONS
Abstract
The article examines the role of digital technologies in modern electoral political communications and analyzes their impact on electoral processes. The author analyzes the main tools, such as social networks, websites, mobile applications, chatbots and big data analytics, that are actively used in modern political campaigns. Digital platforms are considered as a tool for voter mobilization. One of the main ways to use digital technologies in election campaigns is to engage voters through social networks and other online platforms. Political parties and candidates use Facebook, X, Instagram, YouTube, TikTok, as well as specialized applications to spread their messages. The role of social networks in the election communications of the presidential campaign of K. Harris and D. Trump is analyzed, as well as the experience of using digital technologies in political campaigns in India, in particular, the use of the mobile application Narendra Modi App. The use of artificial intelligence in modern election communications is analyzed. In particular, an example of the use of AI in local elections in Great Britain, in the 2024 elections to the Indian Parliament, as well as the use of artificial intelligence in the creation of deepfakes in D. Trump's political communications is given. The key advantages of digital technologies are identified, including the speed of information dissemination, personalization and accessibility to the general public. Challenges related to disinformation, the spread of fakes, deepfakes and manipulation of public opinion are also outlined. The article emphasizes the importance of using digital technologies in political campaigns and their role in shaping modern political communications. The prospects for the development of digital technologies in election processes are analyzed, in particular with the help of artificial intelligence and blockchain technologies.
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