• The authors:
    Sergei Ivanov
    Natalia Legostaeva
    Vladimir Radushevskii
  • Issue: July 24-26th, 2019
  • Pages: 480-487
  • URL:
  • DOI:

Abstract. Contemporary, including Russian, online-space has become an
essential part of political processes. Brand new communication practices
between political leaders and civil society actors based on digital
technologies and new technological solutions are actively progressing. New
public political actors who represent either real social subjects (bloggers,
social network `group` administrators), or `imitations` in the form of
computer programs or a synthesis `man-software` (bots, cyborgs etc.)
emerge. They are being actively involved into political life, affect planning
and execution of political decisions.
At a theoretical level, the main objective is, first of all, a conceptualization
of political leaders` communicative strategies structure and its content in the
online space, self-presentation of political leaders expressed through the
profiles in social networks and blogs as well as mechanisms and forms of
communication used online by the individuals and various groups.
Practical application of the research on political leaders` communicative
strategies in online space is a collection of data which is necessary to create
more efficient interaction mechanisms between political leaders and civil
society actors based on best values and traditions, also considering
contemporary digital technologies and ways of its influence on collective
The increasing role of digital technologies in the life of contemporary
society created the need for researches dedicated to subjects and processes
of communication in online space. This research is dedicated to
investigation of organizational structure of communicative strategies
through the profiles of political leaders and their publication activities in the
social network ‘VKontakte’. The research was based on the analysis of
massive data, not located in the specific spot of content placement but
DOI: 10.22363/09669-2019-480-487
limited by the search keys. For the research some statistical and behavioral
indicators have been revealed, among them are ‘existence/non- existence of
official profile’, ‘number of other profiles’, ‘number of posts’, ‘number of
comments’, and also we introduced an indicator ‘cumulative number of
potential views of the posts’. The results received during the pilot research
helped us to understand that profiles with the names of political leaders have
different statistical data for these indicators which means existence of wide
range of communicative strategies used in online space.
Keywords: communicative strategies, digital technologies, online space,
political leader, social networks

Sergei Ivanov¹, Natalia Legostaeva², Vladimir Radushevskii³
¹St. Petersburg State University, St. Petersburg, Russia,
ORCID ID: 0000-0002-2079-4157
²St. Petersburg State University, St. Petersburg, Russia,
ORCID ID: 0000-0002-8726-8784
³St. Petersburg State University, St. Petersburg, Russia,
ORCID ID: 0000-0003-0302-1221

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