Political communication and political PR-communication: problems of differentiation

Abstract

Political communication is a complex process of interaction between political actors, the media and the public to exchange information, ideas and values. It plays an important role in shaping public opinion, mobilizing the electorate and ensuring the effective functioning of democratic processes. However, along with the development of political communication, there is a need to distinguish between political communication and political PR-communication, which are interrelated but have significant differences in their functions and goals.

The present article examines political communication as the process of transmitting political messages through various communication channels, including mass media and interpersonal relations, emphasizing its importance in democratic societies. Particular attention is paid to the role of the Internet as a new communication channel that provides a direct link between the government and citizens, facilitating active discussion of political initiatives and interaction through social networks. The interaction of political and PR communication is studied, where the former focuses on the information function and the latter on the image management of political actors. The article also focuses on the peculiarities of political PR in the digital era, in particular within the context of social media, where political messages are often combined with emotional and manipulative elements. The authors emphasize the importance of distinguishing between political communication and PR communication, taking into account their functional roles, target audiences, and methods of influence. Particular attention is paid to the challenges posed by fake news and disinformation, which make it difficult to separate reliable information from manipulation strategies. The importance of symbolization and proper decoding of political messages for the effective perception of information by the audience is considered. In addition, the criteria for distinguishing between political communication and political PR communication are illustrated.

The aim of the article is to study the common and distinctive features of political communication and political PR-communication, as well as to develop criteria for their differentiation. The objectives of the study include clarifying the essence of both concepts, determining their impact on public opinion, political activity and democratic processes, as well as outlining the criteria for distinguishing between political communication and PR communication. In the future, it is planned to study political communication and political PR-communication in different socio-cultural contexts.