Theoretical and Methodological Aspects of Studying Public Politics’ Electoral Potential and Their Social Media Positioning

Abstract

This study’s subject is the theoretical and methodological aspects of studying politicians’ electoral potential and their social networks positioning. This article aims to explore politicians’ activity in social media to identify its impact on their electoral potential. The authors of the paper used the methods such as analysis and synthesis to study the positioning of politicians in social networks, as well as a systematic approach to examine political, social, cultural, and economic factors affecting the characteristics of the manifestation of activity in the Internet space as a whole, and in social media in particular. The work used empirical and analytical methods to study open empirical data, methods of qualitative analysis to study content posted in virtual space. The authors consider the theoretical and methodological aspects of public politicians’ positioning in social media and their potential electoral impact. The article highlights the main methods and approaches to studying this problem and outlines the ways for further research. The findings and results can be used to research further the electoral potential of public politicians and their social media positioning.