Міжнародні відносини: теоретико-практичні аспекти (May 2020)
“FACEBOOK” AND PARTIES IN THE POLITICAL CAMPAIGNS 2019 IN UKRAINE AND POLAND: COMPARATIVE ASPECT
Abstract
The article analyzes some peculiarities of the campaigning in social media (on Facebook example) by the political forces that entered (according to the election results 2019) to their national parliaments (the Verkhovna Rada of Ukraine and the Sejm of the Republic of Poland). The type of the content posted in Facebook, as well as user reactions, have been explored in the article. There were selected the common features and differences of using Facebook (that remains the most popular social media in the above-mentioned countries) in the parliamentary election campaigns of Ukraine and Poland in 2019. The following methods were used in the study: empirical, functional and comparative. It was stated that in both countries Facebook (like other social media) is not yet the main agitation tool, but it continues to gain more popularity and publicity, and not only in the electoral process. This fact is also related to the growing number of the Internet users. The most popular content type in social media is photo or (less frequently) video. However, not all political forces in both countries make full use of the Facebook possibilities (for example, Facebook events are not always created, comments often remain unanswered, etc.). Also, Facebook pages of some political parties are not sufficiently supported (such cases are observed not only in Ukraine but also in Poland). Instead, more attention is focused on social media profiles of the political forces leaders and on the advertising or campaigning in traditional media. Further development of this research may include analysis of campaigning in other social media, funds spent on advertising and / or profile management, profiles of the political forces leaders. The results of the research can be used not only for conducting of the effective electoral campaigns by political forces, but also for the high quality social changes (e.g, be applied in the public organisations or government agencies work).
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