To the Effectiveness of Political Communication in Youth Environment (on the example of parliamentary poll to the State Duma in 2016)

Author: Leonid S. Anikin, Anderey A. Koshelev

Communicology. 2018. Vol.6. No.2
Leonid Sergeevich Anikin, Dr. Sc. (Soc.), professor at the department of sociology of communications and management, Saratov State University;
Alexander Anatolievich Koshelev, Cand. Sc. (Soc.), associate professor at the department of sociology of youth, Saratov State University. Address: 410012, Saratov, Bolshaya Kazachya str., 120/7. E-mail:

Abstract. The paper is dedicated to the tools and methods of political communication (parliamentary poll to the State Duma in 2016). The authors actualize the concept of political PR, emphasize the need for scientific and practical study of this phenomenon relative to youth social groups through sociological research methods. According to the authors, effective PR campaigns are a set of various measures implemented by politicians to promote various kinds of ideas of the state system through the construction of a positive image in the public opinion. The key point in this direction seems to be the influencing nature of information campaigns that create the necessary conditions for a political advantage in the process of various kinds of democratic plebiscites. As a result of the research, the author reveals the most effective ways of pre-election campaigning in the youth environment and outlines the prospects for further study of the problem. When preparing PR campaigns to promote political ideas in the future, potential candidates should focus on meetings with youth social groups, diversify the content so that would be of interest to the audience. In addition, while maintaining conventional strategies, it is necessary to use Internet resources more intensively, and when organizing TV debates, in order to achieve greater efficiency, to actively involve as speakers persons with unquestionable authority in the youth environment.

Keywords: politics, PR, campaign, youth, influence, information

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For citation: Anikin L.S., Koshelev A.A. To the Effectiveness of Political Communication in Youth Environment (on the example of parliamentary poll to the State Duma in 2016). Communicology (Russia). 2018. Vol. 6. No.2. P. 95-104. DOI 10.21453 / 2311-3065-2018-6-2-95-104.

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