MANAGEMENT OF POLITICAL COMMUNICATIONS IN THE PUBLIC SPHERE
DOI:
https://doi.org/10.65237/2336-3630-2025-10-1Ключові слова:
Political communication, communication management, TCM model, political actors, types of communication, forms of communication, stages of management, multitype communication, technological operations, informational influence.Анотація
The article presents a comprehensive analysis of theoretical approaches to the study of the phenomenon of political communication. It examines classical communication theories, contemporary multidisciplinary approaches, and models of vertical interaction between political actors. The author emphasizes the need to incorporate political communication into the broader context of political process management by proposing an original concept based on three axes: type of communication – form of communication – stage of management (the TCM model).
The proposed typology of political communications includes five main types (presidential, governmental, civic, translational, and corporate), which are categorized as either formative or translational. The article introduces the concepts of multitype and native political communications. A classification of six forms of political communication (strategic, media, digital, event-based, advertising, and crisis) is proposed based on an integral characteristic: target audience, content, and tools of influence.
A step-by-step management model for each form of communication is developed (from information gathering to implementation of adjustments), reflected in a political communication management matrix comprising over 300 key technological operations. The TCM model enables effective planning and implementation of political communications adapted to Ukrainian realities, taking into account both their typological and procedural characteristics.
The article concludes that the academic discourse on political communication management remains fragmented and highlights the need for its integration into a unified methodological framework.
References
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