Horbachov A. Models of political behavior of citizens in the process of functioning of the political market in Ukraine

Object – the political market. The objective – identifying models of political behavior of citizens in the process of functioning of the political market in Ukraine. Methods – the structural, the comparative, the sociological. The theoretical and practical results – the main models of political behavior in the political market of Ukraine are distinguished. The novelty – the models of political behavior of the actors of the modern political field for the first time are selected and substantiated on the basis of rational choice theory; new directions of political marketing are proposed, based on the comparative analysis of features of the modern political and consumer market and focused on the development of mechanisms of confidence building, bilateral symmetrical communication model of agents of the political market of Ukraine; clarified theoretical and methodological approaches to the analysis of the concept of "political market" on the basis of the conceptual demarcation with the categories that characterize the behavior of agents of the modern political field; the argumentation about the specificity of contemporary forms of political lobbying in the formation of behavior of regional and business groups - was specified; the statements concerning the main directions of transformation of the models of behavior of agents of political market under conditions of development of the network society are specified; have further developed the arguments regarding the methods of studying the political behavior of citizens in the context of the modern development of democracy, the formation of an information society in Ukraine; have justified the development of substantiation of political marketing methods that take into account the peculiarity of the modern political and consumer market of Ukraine. The rate of implementation – developing specific recommendations for analyzing the impact of political behavior models on the functioning of the political market in Ukraine. The scope of application – the power structures; political parties; the NGOs; the analytical and educational activities