Електоральна комунікація за допомогою ЗМІ: проблема ефективності в українських умовах

Abstract

The body of the article goes on to discuss the experience and peculiarities of establishing the electoral communication by means of mass-media in previous Ukrainian election campaigns and includes suggestions how to increase the effectiveness of this process in the upcoming elections. The author makes a conclusion, that starting with the parliamentary elections of 2002 in Ukraine the effectiveness decline of media impact and the influence of many manipulation technologies are under study. In these conditions participants of elections have to take into consideration technologies of direct communication with the voters and remove the accent of electoral communication from technologies of political advertising to public relations technologies.