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Title | Marketing Communications in Election Campaigns |
Authors |
Tkachenko, Olena Hryhorivna
Yanenko, Yaroslav Vasylovych Sydorenko, Olha Pavlivna Sypchenko, Inna Volodymyriva Dudchenko, Liudmyla Mykolaivna Rudenko, Nataliia Volodymyrivna |
ORCID |
http://orcid.org/0000-0002-6382-6390 http://orcid.org/0000-0003-2468-6636 http://orcid.org/0000-0002-5507-2867 http://orcid.org/0000-0003-3323-3786 http://orcid.org/0000-0003-1929-2077 |
Keywords |
політичні комунікації political communications президентські вибори presidential elections |
Type | Article |
Date of Issue | 2020 |
URI | https://essuir.sumdu.edu.ua/handle/123456789/93668 |
Publisher | IAEME Publication |
License | In Copyright |
Citation | Olena Tkachenko, Yaroslav Yanenko, Olga Sydorenko, Inna Sypchenko, Lyudmila Dudchenko and Natalya Rudenko, Marketing Communications in Election Campaigns, International Journal of Advanced Research in Engineering and Technology, 11(6), 2020, pp. 525-533. DOI: 10.34218/IJARET.11.6.2020.048 |
Abstract |
The article discusses the peculiarities of building political communications based
on the material of official Twitter accounts of Petro Poroshenko and Volodymyr
Zelensky as candidates for the President of Ukraine from 31.03 to 21.04.2019. Today's
politicians are actively leveraging the positive experience of using Internet
technologies to influence target audiences and building political communication with
potential voters.
Therefore, political communications including posts on candidates' official pages
between the first and second rounds of presidential elections were chosen for the
analysis. Based on the content analysis of text messages in the following aspects:
frequency of posting, thematic integrity and completeness of the content, use of
keywords, the participation in debates, vision of Ukraine's geopolitical strategy, and
V. Zelensky's inaugural speech, the authors concluded that V. Zelensky's account was
inferior to P. Poroshenko's account by the number of subscribers (readers) – 34
thousand vs 1.21 million; messages (43 vs 270); meaningful keywords.
Significant differences were observed in the thematic content filling. V. Zelensky
used completely different instruments considering the mood of the citizens of Ukraine,
their attitude to the previous government. He played on the heartstrings of Ukrainians.
His phenomenon is similar to the phenomenon in the interpretation of I. Kant, it is
based primarily on feelings. |
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