CHAPTER 4. INFORMATIONAL LOBBYING AS MARKETING METHOD OF ORGANIZING POLITICAL DISCOURSE

Abstract

The phenomenon of lobbying is considered as a mechanism for representing group interests, a system and practice of realizing the social interests of various groups, unions and associations of citizens, as well as business groups and corporations, which act through purposeful influence on the legislative power and state administrative structures. The informational and communicative essence of lobbying is revealed, and informational lobbying is singled out as a specific type of lobbying activity in the conditions of a post-industrial society. Information lobbying is defined as a method of information support for the activities of certain interest groups, structures operating in the sphere of decision-making by state authorities and local governments, and a special way of forming and supporting communications, which has specific features, principles and norms of information exchange and reproduction of political contacts, communication channels and other components. It is proven that the communicative nature of information lobbying allows its subjects to organize political discourse. In general, it is appropriate to define information lobbying as a form of marketing communications, which is a specific result of the development of political markets in the conditions of developed representative democracy, when the owners of large public resources begin to play a special political role. Like any type of marketing communications, information lobbying is focused on establishing two-way relations and forming feedback between the communicator and the recipient. A special direction of information lobbying is international lobbying activity, which is interpreted as the interaction of legal entities or individuals with state power structures and management institutions that are formed at the global level, in order to influence the development and decision-making by them in their own interests or in the interests of specific clients.

Keywords

• lobbying, representation of group interests, democracy, political institution, political communication, political discourse, political marketing technology, methods of informational and psychological struggle, international lobbying activity