The dissertation explores social networks as a factor of political influence. The features and consequences of their influence on the political life of society, as well as their potential in the development of democratic political culture and behavior are determined. Systematized approaches that reveal different aspects of a social network, in particular, technological, sociological, communicative, technical, marketing, network, using the uniqueness of a social network as a platform that unites several levels of communication - personal, group and mass; communication styles - informal and formal (official).
Different types of social networks are being investigated. It highlights that each social network has its own rules, forms, and styles of communication. Social network is explored through the context of modern processes of political communication. It analyzes the political and cultural discourse of a social network, which shows media-like and political, public and private, using the principle of "flow" of information delivery from constant viewing of news; infotainment that reveals the mix of informational and entertaining content.
The ambivalent nature of social networks is revealed through their communicative potential of forming or changing political orientations, attitudes, and user behavior. The degree of its manifestation depends on the political situation, the dynamics of election campaigns, the stage of the deployment of information and hybrid wars. Furthermore, the instrumental, communicative, socializing, and psychological elements of the influence of social networks are distinguished, the result of which determines the quality of interaction between political power and society. The forms of political online activities of network users unites two groups − communicative and mobilization, are investigated. The possibility of their transformation into offline (when online interaction is manifested in real political actions and vice versa are considered), combining these forms.
It is substantiated that in an information society, the values of democratic political culture complement the values of Internet culture (freedom, rationality, innovation, creativity) which affects the characteristics of political information, political knowledge and behavior in political life. The phenomenon of the culture of political influence is comprehended, which determines the system and dissemination of knowledge, values, assessments, stereotypes through the transmission of political information, including through modern mass media; reveals the value, ethical and technological aspects of political culture using the means of modern media and technologies. The article examines the positive and negative, direct, and informed influence of social networks on the development of democratic political culture.
There is a tendency for lack of trust in political information on social networks, depression and fatigue from taking part in discussions on problematic politics along with the use of social networks by populist politicians and others. Some problems of using social networks in Ukrainian political discourse are outlined, among other things, its use as a tool of manipulation, low quality of political content on social networks, populism and imitation, which forms the erroneous effectiveness of political communication and political activity of citizens, etc. The author considers the importance of marketing technologies for open communication and interaction between society in a democratic political system. The directions of further research of this problem are suggested.
Prospects for using the influence of social networks in the democratization of political relations are analyzed. The combination of systematic knowledge and information about policy, technological capabilities and unique characteristics of social networks can positively influence the development of participatory democracy in modern realities. At the same time, the understanding of social networks as a tool for obtaining a rapid effect of democratization and growth of politically mature, active citizens seems contradictory. A feature of social networks is a combination of real and virtual environment, online and offline participation. Therefore, the development of democratic political culture is conditioned by the formation of current democratic values and patterns of behavior of citizens, which can be influenced or adjusted (strengthened or reduced) by the use of social networks
