Management of political communication in the period of media convergence: in search of a conceptual approach

Abstract

Purpose. Study of political communication functioning under conditions of media convergence and identification of various problems hindering that process. Methods. The study involved a group of methods by which objective results were obtained. A method of systemic approach allowed to analyze elements of concepts and categorical apparatus comprising such concepts as «media convergence», «political communication». The method of historical analysis allowed us to consider the process of understanding media convergence in foreign and domestic academic literature. The study involved data obtained by the author during the content-analysis, which allowed to collect empirical data on the subject of the present work (analysis of a text array of multimedia features as on the official websites of government agencies as at other venues in the network-social networking, blogs). Scientific novelty. It is the study when the authors attempted to enter in terminology such a notion as «media convergence» apparatus of political communication and consider the interaction of this phenomenon with the processes of political communication. Results. Proceeding from the results of our research, it was found out that media convergence as a multi complex process includes technological and social levels. Study of new forms of political communication took place in the context of these two measurements, allowing mark key trends. In particular, it has been proven that the formation of new forms of political expression is deterministic in a greater degree of social (particularly interinstitutional), rather than technological conditions. The given complex issues clearly demonstrate all the difficulties that hamper the transfer of public services in electronic format.