The role of social media in implementation of image strategies of the politicians in the context of information society development at regional level

Abstract

Purpose. To research the main trends of social media development in the field of political activity and social management at regional level, their roles in implementing the information policy concept, and also the role of the personal ity factor in this process. Methods. Stages and mechanisms of implementation of the image strategies of the subjects of political activity through the modern information and communication technologies and media, in particular social media, are analyzed. As an empirical basis, the results of the years-long monitoring of a politician's activity in social media are analyzed in the article. Results. In the research the "social media" and "blogosphere" phenomena are considered in the context of their current impact on political process at regional level. Any representative of the regional government having decided to campaign for the formation and promotion of their image and the image of the structure they work for in the blogosphere and social networks benefits in the way that it is here where they can find "their" targeted audience, addressing certain niche structures, choose the target groups they are interested in out of the huge mass of users of social networks, selecting motivators for each of them. Interactivity and promptness of information flow enable representatives of the authorities and private individuals, interest groups and civil society organizations to maintain an effective dialogue in order to conduct a balanced internal policy corresponding to the actual problems of the reality. Scientific novelty. The paper reveals development regularities of using the new information technologies in modern political process at regional level, and provides the most effective mechanisms, forms and models of interaction with target audiences.