Suchergebnisse

Introduction Changes which happened during development of the Ukrainian society in past decades and accompanied by significant socio-political transformations, previous power structures break up rethinking and transformation of the system of social values and ideals, has determined an attention of scientists on researching the institutes which make influence on the mass consciousness. Among them key role belongs to communicative structures and mechanisms of information transfer. The area within which manipulative practices are most often used is the institution of political advertising. Its main tasks are to stimulate public attention and interests in political events, vicissitudes, formation of motivated preferences of citizens, their political and electoral activity. In order to realize such influence, various tools and methods are used, the spectrum of which is constantly expanding and improving. We will trace the most common domestic practices of political advertising.Purpose The purpose of the work is to analyze the psychological component in political advertising, taking into account Ukrainian practice.Methods: During the study, the following methods were used: analytical, on the basis of which a number of signs of political advertising were highlighted, the psychological peculiarities of its impact on mass consciousness and behavior were investigated. The authors also used a systematic method by which political advertising is considered as a complex process, the most important elements of it are identified, their interdependence and mutual predetermine are traced;OriginalityThe 2019 presidential and parliamentary campaign in Ukraine showed continuous manipulation on the topic of "new faces", besides the following manipulative technologies were also used:-political competence of new people (managerial experience is not political competence);- calls for the destruction of the old political system, in the absence of key aspects in the programs, in addition to populism (the goal is to get the support of the electorate);-party presentations are only bright wrappers, not the essence of a new product, because nobody talks about ideology or strategy of change;-"promoting bright" – concerts, shows, performances – is an attempt to emotionally bribe the electorate, not appealing to the minds of voters.These aspects point to the use of traditional outdated approaches to the conduct of the election campaign, despite the society's requests for updated techniques for running election races.Conclusion The adoption of a balanced and competent decision of the voter depends largely on proper awareness from different sources (outdoor advertising, souvenir advertising, media, internet sources, etc.) about the personalities of subjects of the political process, their election programs, the level of electoral activity, political consciousness of citizens, psychological readiness to make a politically balanced decision.Further research within this problem is advisable to direct in the direction of researching trends of manipulative influence of political advertising on the Ukrainian electorate, as well as ways of legislative restriction in the use of hidden psychological influence ; В статье представлен анализ психологической составляющей в политической рекламе с учетом украинских реалий и практик. Определено, что политическая реклама в условиях глобализирующегося информационного общества выступает средством активного психологического воздействия на человеческую психику, стимулируя ее эмоции, регулируя поведение, направляя политическое сознание. Авторы проследили особенности технологий, которые чаще всего используются в сфере отечественной политической рекламы. ; У статті презентовано аналіз психологічної складової в політичній рекламі з врахуванням українських реалій та практик. Визначено, що політична реклама в умовах глобалізованого інформаційного суспільства виступає засобом активного психологічного впливу на людську психіку, стимулюючи її емоції, регулюючи поведінку, спрямовуючи політичну свідомість. Автори простежили особливості технологій, які найчастіше використовуються в сфері вітчизняної політичної реклами.

Introduction Changes which happened during development of the Ukrainian society in past decades and accompanied by significant socio-political transformations, previous power structures break up rethinking and transformation of the system of social values and ideals, has determined an attention of scientists on researching the institutes which make influence on the mass consciousness. Among them key role belongs to communicative structures and mechanisms of information transfer. The area within which manipulative practices are most often used is the institution of political advertising. Its main tasks are to stimulate public attention and interests in political events, vicissitudes, formation of motivated preferences of citizens, their political and electoral activity. In order to realize such influence, various tools and methods are used, the spectrum of which is constantly expanding and improving. We will trace the most common domestic practices of political advertising.Purpose The purpose of the work is to analyze the psychological component in political advertising, taking into account Ukrainian practice.Methods: During the study, the following methods were used: analytical, on the basis of which a number of signs of political advertising were highlighted, the psychological peculiarities of its impact on mass consciousness and behavior were investigated. The authors also used a systematic method by which political advertising is considered as a complex process, the most important elements of it are identified, their interdependence and mutual predetermine are traced;OriginalityThe 2019 presidential and parliamentary campaign in Ukraine showed continuous manipulation on the topic of "new faces", besides the following manipulative technologies were also used:-political competence of new people (managerial experience is not political competence);- calls for the destruction of the old political system, in the absence of key aspects in the programs, in addition to populism (the goal is to get the support of the electorate);-party presentations are only bright wrappers, not the essence of a new product, because nobody talks about ideology or strategy of change;-"promoting bright" – concerts, shows, performances – is an attempt to emotionally bribe the electorate, not appealing to the minds of voters.These aspects point to the use of traditional outdated approaches to the conduct of the election campaign, despite the society's requests for updated techniques for running election races.Conclusion The adoption of a balanced and competent decision of the voter depends largely on proper awareness from different sources (outdoor advertising, souvenir advertising, media, internet sources, etc.) about the personalities of subjects of the political process, their election programs, the level of electoral activity, political consciousness of citizens, psychological readiness to make a politically balanced decision.Further research within this problem is advisable to direct in the direction of researching trends of manipulative influence of political advertising on the Ukrainian electorate, as well as ways of legislative restriction in the use of hidden psychological influence ; В статье представлен анализ психологической составляющей в политической рекламе с учетом украинских реалий и практик. Определено, что политическая реклама в условиях глобализирующегося информационного общества выступает средством активного психологического воздействия на человеческую психику, стимулируя ее эмоции, регулируя поведение, направляя политическое сознание. Авторы проследили особенности технологий, которые чаще всего используются в сфере отечественной политической рекламы. ; У статті презентовано аналіз психологічної складової в політичній рекламі з врахуванням українських реалій та практик. Визначено, що політична реклама в умовах глобалізованого інформаційного суспільства виступає засобом активного психологічного впливу на людську психіку, стимулюючи її емоції, регулюючи поведінку, спрямовуючи політичну свідомість. Автори простежили особливості технологій, які найчастіше використовуються в сфері вітчизняної політичної реклами.