Open AccessAdvertising communications in politics: the essence and main approaches to the study
Author(s) -
Artur Rafikov
Publication year - 2021
Publication title -
žurnal političeskih issledovanij
Language(s) - English
Resource type - Journals
ISSN - 2587-6295
DOI - 10.12737/2587-6295-2021-5-3-136-147
Subject(s) - politics , political communication , relevance (law) , commit , persuasion , argumentation theory , rhetorical question , phenomenon , advertising , process (computing) , political advertising , work (physics) , public relations , political science , computer science , epistemology , law , business , psychology , social psychology , engineering , mechanical engineering , philosophy , linguistics , database , operating system
The purpose of this work is to develop and test a definition of «advertising communications in politics». A retrospective method is used, which assumes an analysis of development of scientific approaches to the phenomenon of political advertising in the Russian political science. The result of this study is the definition of «advertising communications in politics», by which it is proposed to consider the process of transmission by a political actor to other political market participants of advertising information containing some data about this actor, their program and activitywhileusing various argumentation, as well as rhetorical, stylistic and other speech techniques, and the purpose of which is to influence the behavior of the selected electoral groups and to encourage them to commit certain targeted actions. The proposed definition allows identifying and analyzingof advertising communicationsin the digital environment with its new frameworks, such as for example posts and publications in social networks, as well as materials on the official websites of political actors. The theoretical significance of this work lies in the relevance of the proposed definition for the digital environment, as well as in the possibilityof using it for distinguishing advertising communications from PR communications, since the nature of the information transmitted in the process of communication is used as a criterion for distinction.