Suchergebnisse

Marketing is an extremely dynamic and intensive phenomenon, and the transformations taking place in the modern market paradigm cause the emergence of impression marketing in different spheres including the political one. This article is aimed at the analysis of the marketing of impressions as a tool in the political sphere. Emotions that influence making decisions were identified. Ukrainian post-Maidan society was studied and the population reaction to President V. Zelensky's emotional style of communication was analysed. As the result of the study, it was found that emotional marketing affects a person's feelings, their emotional state and is associated with the creation of positive associations. It can be stated that modern politics is characterized by components of attraction, theatricality, entertainment. Action management in Ukrainian political space is studied and such examples as speeches by politicians, parliamentary sittings, arrests and searches of businessmen are provided. The general perception of the president was evaluated and it was found that the emotional feelings of the population are almost polar. It was concluded that emotions are an indicator of the political situation in the country and in Ukraine, in the political sphere, fear is one of the decisive emotions which, in particular, plays a mobilizing role. Thus, impression marketing is a powerful tool for adjusting the electorate to the emotional rhythm of information perception.

The relevance of the research comes from the extent of the influence of information and communication technologies in socially significant areas, where the manipulation of public consciousness, in the Internet space, particularly in social networks, is an obvious phenomenon. The aim of the study was to discuss the opinion that the main driving factor in the use of social networks, as a proven platform for the manipulation of public consciousness, has been increased by social restrictions on personal contacts caused by the COVID-19 pandemic. General and special research methods were employed to achieve the stated objective. It is concluded that, despite the obvious advantages of the use of social networks in the political process, the political manipulations that currently exist in the virtual environment are often of a destructive nature and carry hidden symbolic threats to destabilize the life of a given country, as well as to worsen the quality of life of each of its citizens. Most of the time, political manipulations in the virtual environment take place at various stages of the electoral process.