PR technologies as a practical tool for political management of a new format

Abstract

The present study reveals the essence of the use of modern PR technologies in the conditions of the formation of a new format of political governance that can influence the course of political changes through explicit or implicit influence on an individual at once at two levels of his existence - real and virtual. The author's position is that the emphasis on virtual levels of individual existence is due to the processes of positioning digital data as the most significant resources of the current era, as well as the desire of political actors for digital surveillance of society and the search for mechanisms to control public opinion. In this regard, political management largely focuses on PR technologies embedded in the infrastructure of the network society, which, unfortunately, lead to the gradual curtailment of democratic foundations and the generation of information perception in the characteristics of the post-truth era, where PR becomes a full-fledged tool of deep manipulation.