Podashevska T. Social-communicational electoral technologies as a means of positioning of political parties and organizations

The dissertation is dedicated about grounding of theoretical and methodological principles of research Social-communicational electoral technologies as a means of positioning of political parties and organizations. Was done the complex characteristic of social-communicational electoral technologies as a means of positioning. Substantinated the claim that social-communicational electoral technologies are a set of actions aimed at fostering in the minds of the voters the idea that proposed political party has its own specific identity signs which distinguish it from others in the election campaign. To study the processes of political positioning during elections to The Verkhovna Rada of Ukraine (Supreme Council of Ukraine) has been proposed and described such leading or traditional following methods: unique proposition or SWOT analysis, methods of compliance, register method, method of mapping, method of emotional relationships. The study of social-communicational electoral technologies should be based on social communication metatheory which characterized by the methods of theoretical knowledge (analogy, typology, modeling) rather than empirical research (experiment and observation). To determine positioning processes we suggested three basic models (macromodel, middle model, micromodel, and grounded conditions of their optimal implementation. Was offered the periodization and singled out four Social-communicational electoral technologies as a means of positioning of political parties and organizations for all the parliamentary system in the independent Ukraine (from 1994 to the present). Evolution of models Social-communicational technologies of Ukraine at the elections 2012 and 2014 cardinally influenced to the dynamics of changes in electoral preferences, as reflected in conducted empirical research. The author of dissertation proposed a list of the effects of positioning Political Party during the election: electoral (an indicator of electoral effect should be considered the percentage of increase / decrease in the number of votes of voters during entire intermediate monitoring surveys); political (we offer to accept an indicator of political effect the number of mentions party in a certain period of time during the election campaign; as well as requests from other political entities requesting to enter the parliamentary political bloc after elections); social (an indicator of social impact is an increase / reduce the number of segments of the electorate; increase / decrease the program provisions of the party oriented to social programs); resource (an indicator of resource effect is the amount of resources both economic and human resources in the form of capital, which will be involved in implementing activities of the election campaign and realization of program provisions after the election); financial (an indicator of financial effect should be considered the amount of money spent on the campaign the amount of money needed to implement socio-economic measures planned after the elections). With the developed method dissertator conducted a survey in 12 cities of Ukraine (East, West, North, South and Centre) of 14 experts and 928 respondents, results of which were contributed to the verification of application SCET during the parliamentary elections in 2012 and 2014 by those parties and associations, who were elected to parliament.