Media tools in the formation of electoral preferences in election campaigns in Kazakhstan

Abstract

Modern realities are the growing influence of "new" media and social networks. Their most active user was initially young people, with the subsequent involvement of citizens of various age categories and social groups. This reinforces the trend that "new" media have become the most important factor in the socialization of citizens.

The article discusses information technologies used during election campaigns. The features and factors determining the role of "new" media in the formation of electoral preferences are shown. The analysis of the use of information technologies during the election campaign for the election of the President of the Republic of Kazakhstan in 2019 is presented. Based on the generalization of these data, an assumption is made about the leading role of Internet media. The use of new media in election campaigns was used to assess the expectations of voters. This was shown by the example of materials and information about the results of the 2019 elections. The analysis of the documents, along with the publications of the Kazakh Internet media, revealed trends in the use of new technologies in election campaigns. Based on the social cross-section, an indicator of the influence of factors and their interactions on the vector of electoral preferences was calculated. The calculated data confirmed that Internet articles, interviews, information, comments are most in demand during the electoral process. At the same time, the problem of obtaining objective data from the Internet has been studied. Despite the fact that online publications project a political idea and point of view under the guise of public opinion, there is a risk of uncontrolled outbursts in response to the strategic use of media information.