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  • Electotral Campaign Strategies on the Internet: Comparative Analysis of Candidtates' Media-Strategies during the Russian Regional Gubernatorial Elections (Fall 2018)

Electotral Campaign Strategies on the Internet: Comparative Analysis of Candidtates' Media-Strategies during the Russian Regional Gubernatorial Elections (Fall 2018)

Student: Zemskova Anastasiia

Supervisor: Yury Kabanov

Faculty: Saint-Petersburg School of Social Sciences

Educational Programme: Political Science (Bachelor)

Final Grade: 7

Year of Graduation: 2019

The work is devoted to a comparative analysis of the media strategies of the governors of the regions of Russia on the example of gubernatorial elections in 2018. The study examines the social platforms Facebook, Twitter, Vkontakte and Odnoklassniki as tools for promoting pre-election campaigns in the Internet. To assess the effectiveness of promotion of social networks of candidates, we introduced the variable on the basis of which we made conclusions about what similarities and differences do governor media strategies have depending on the region, political regime and party affiliation, and what specific features does the Russian case have in relation to the experience of western countries. Based on a comparative analysis, we concluded that the effectiveness of the candidates' media strategies was quite low; most politicians did not turn to the Internet as an instrument for mobilizing the electorate.

Full text (added May 15, 2019)

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