#zeteam vs “Porokhobots” in #zepresident Elections on #zeukraine: Communication Strategies in Digital Society during the 2019th Presidential Elections in UkraineIrina

Abstract

Scientific interest in the study of socio-political processes affected by digital media has increased exponentially for the last 10 years. The new tools were actively used to manage radical social processes and for other political purposes needed to mobilize society. The paper presents a study of two communication strategies in the SNS Instagram during the 2019th Ukrainian presidential elections and provide an attempt to explain new social processes. The sample consists of 1097 posts from 30 candidate fan-accounts for the period from March 31 to April 21. The results reveal two opposite communicative approaches and show that the most effective was a positive emotional message containing special statements.