Dysfunctions of the Political Parties' Internet Content Management

摘要

The significant impact of digital communications on the political socialization of young people and the formation of public opinion in Russian society cause political parties to pay special attention to digital management, brand digitalization and technologies for online support of political and election campaigns. The creation of an online community, management of Internet content (targeting), and neuro-visual modeling of the perception of information products should become modern tools for interaction between political parties and electoral groups. Modern Russian parliamentary political parties have managed to create formal digital infrastructures (official Internet representations and social media pages), but have not made them functional and effective. None of the Russian political parties uses modern methods of micro-segmentation of social media users and does not implement the technologies of targeted informational address (microtargeting). In turn, digital information products of political parties are developed and promoted without taking into account the peculiarities of perception and are not properly tested. All this gives some advantages for the control of mass consciousness through digital communications for counter-elites and non-systemic political actors.