Tools for Representation of Moscow's Public Authorities in the Media: Gender Issues

Today, as at all times, state and civil servants are actively monitoring their social image. However, the tools by which an official can create his own image have been improved. Now it is enough to be media person, that is, to conduct a competent dialogue with the Media and create your own sites on the Internet. The present paper is an attempt to contribute to discussion of such issue as limited influence of using different social networks as an effective tool of self-representation in the public realm. The current study suggests to provide an analysis of the conversion of various social networks of deputies of the Moscow city Duma, proof that Facebook and Instagram are the most effective social networks for its representation and building the relationship between the effectiveness of its content and gender identity. Using a continuous survey of all 45 deputies of the Moscow city Duma and analysis of the conversion of its social networks, the study identified the most effective accounts, the reasons for their success, as well as the mistakes of other deputies. Key words: social networks, representation, gender identity, conversion