NEW MEDIA AS AN OBJECT AND SUBJECT OF POLITICAL MANIPULATION: CONCEPTUAL APPROACHES

Abstract

The issue of the role of new media in the context of strategies of political manipulation and influence on the public is becoming particularly relevant in the global context today. The purpose of the study is to analyze conceptual approaches to the positioning of new media as an object and subject of political manipulation. The article examines the potential of manipulation in terms of media, considers its structure as a specific type of psychological influence. The strategies and formats of successful use of media technologies to promote certain political concepts are considered. The characteristic features of the components and algorithm of the manipulative process are highlighted, which allowed to form a general scheme of its implementation. It is proved that by using communication mechanisms, the media actively influence socio-political development. The specifics of modern media campaigns and media projects that have a vector of manipulative political influence are studied. The challenges and risks related to new media are identified. The need to integrate social media into the public administration system on the principles of democracy, openness and responsibility is substantiated. It is proved that the process of manipulation is influenced by various factors that determine its direction, methods and techniques used, and, accordingly, its effectiveness and efficiency. The importance of developing strategies to counteract online manipulation, such as the spread of fake news, hate speech and other types of manipulation, is substantiated. The author emphasizes the need to develop a comprehensive strategy for the use of media resources that would take into account the potential of these platforms to strengthen democratic processes and increase public engagement. Recommendations are made for political forces and figures to develop effective communication strategies in the media that could guarantee high quality information exchange, maximum audience engagement and, at the same time, protection of fundamental rights and freedoms of citizens in a democratic society. The author substantiates the importance of the role of media literacy as a means of developing critical thinking among the population and combating disinformation.