Voytovych N. Legal, ethical and socio-psychological aspects of political advertising as a component of social communications

The object of the research is political advertising as a factor of social communication. The purpose is to study is to analyze the social and psychological aspects of political advertising as a factor of social communication. Research methods are based on a combination of general scientific methods of studying the specifics of the analysis of social and communication phenomena. The handling of the source base of the analysis of political advertising as a social and communication phenomenon was based on the application of the analytical-synthetic method, which allowed to formulate the principles and methods of selection, analysis and generalization of theoretical research material. The application of the method of content analysis allowed to determine the key characteristics of the content of political advertising in the media. The comparative-historical method, principles of generalization, induction and deduction are used, and also psychological methods of M. Rosenberg, T. Leary, B. Smirnov, I. Schwartz are applied. The theoretical significance of the results is to develop and substantiate the theoretical aspects of the circulation of political advertising within the scientific field 27 - social communications. The practical significance of the results is the possibility of using the materials and conclusions of the dissertation for understanding and further analysis of the phenomenon of political advertising. The results of scientific research can be used in the educational process for students of specialty 061 Journalism field of knowledge 06 Journalism. Analysis of the current state of political advertising in the media, in particular hidden, can be used by editors and journalists to analyze their own editorial policy. Scientific novelty of the study is due to the modern possibilities of the process of formation and functioning of political advertising, approaches to the analysis of the problem of circulation of political advertising in the mass media. In solving the tasks set in the dissertation for the first time: - the periodization of political advertising and its classification are developed; - materials with hidden elements of political advertising in print periodicals are highlighted; - the level of identification of hidden political advertising by the audience is found; - the test that precedes the voting at the polls is proposed; - a social and communication model of political rating growth is presented; - the algorithm of interaction between political advertising and political choice of the electorate is developed. The following points have been improved: - quantitative and qualitative aspects of the signs of hidden political advertising (political "jeans"); - differentiation of political advertising and political agitation; - identification of political advertising in the social and communication sphere. The following points have been further developed: - elements of the study of the identification of political advertising in the pre- and pre-election periods.