FEATURES OF THE USE OF MANIPULATIVE TECHNOLOGIES IN PRESIDENTIAL ELECTION CAMPAIGNS

Abstract

The article examines the features of employing manipulative technologies in presidential election campaigns. The aim of the study is to analyze the essence and specifics of the use of manipulative technologies in presidential election campaigns, to reveal their influence on the formation of political attitudes and beliefs. General scientific methods of cognition were applied during the research, including analysis, synthesis, induction, deduction, a systematic approach, comparison, and modeling. The findings demonstrate that manipulation in the political context involves the deliberate use of information flows to influence public consciousness, particularly through creating illusions and distorting perceptions of reality. The primary tools of manipulation include media technologies and specially designed communication strategies that shape public opinion and construct narratives favorable to political actors. Key methods of political manipulation encompass selective presentation of information, delaying news publication, fabricating facts, employing historical analogies, discrediting opponents, semantic manipulation, disinformation, and other techniques aimed at provoking emotional responses and fostering subjective perceptions of events. The study delves into manipulative techniques that have evolved from Soviet-era myths to contemporary political narratives, noting their ongoing adaptation and effectiveness as tools in the struggle for power. Special attention is given to the role of mass media in shaping public opinion, including its use for discrediting political opponents and influencing electoral processes. The growing impact of modern technologies, such as generative artificial intelligence models, introduces new opportunities for manipulation, making such techniques more effective and harder to detect. This poses significant challenges to democratic processes, requiring active measures from society, political actors, and the international community to safeguard the informational space. The practical significance of the study lies in its potential application for enhancing information security and counteracting manipulative technologies in the electoral process.