Public Opinion Factors in the System of Political PR
Abstract
The purpose of this article is to highlight the factors shaping public opinion in the system of political PR. The methodological toolkit formed the conceptual framework for the study of public opinion in domestic and foreign science. The essence of public opinion as an integrative social formation characterized by structural and functional complexity is determined. The mechanisms of formation of public opinion, the effectiveness of which depends on electoral technologies and the ability to control the behavior of voters are considered. It has been established that in addition to purely informational and substantive aspects, public opinion is formed under the influence of socio-psychological factors and is reflected in mass behavior. The role of information policy on the part of the state, which is a deliberate process of influencing the formation of citizens’ consciousness by means of PR, is considered. The necessity of studying public opinion as a prerequisite of electoral behavior and the factors influencing the course of the election campaign are described. The influence of competing political forces on the formation of public opinion depending on the homogeneity of the structure of the target audience is determined. The scientific novelty of the article is to determine the actual trends of the relationship between the information and political and socio-psychological aspects of the formation of public opinion in the system of political PR. The conclusions of the article are that consideration of these aspects and their correct application form the basis for the improvement of the relevant strategies, aimed in general for further strengthening and democratization of the Ukrainian state. The mass consciousness is directly influenced by the nature of the presentation of political information, which is being implemented by the media, and the position of opinion leaders, painted with the corresponding image.
Keywords: public opinion; political PR; informational state; socio-psychological factors; PR campaign; electoral technologies; image; electoral behavior.
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