Telegram channel development in promoting a political brand
https://doi.org/10.21453/2311-3065-2024-12-3-61-81
Abstract
The article is devoted to the construction of a political brand of a candidate in the elections of the President of the Russian Federation in Telegram. The authors consider the official channel of the candidate as one of the components of the communication activities of the politician within the framework of the election campaign. At the same time, this communication activity is studied from the point of view of the text component – both individual materials and the communication canvas of the channel as a whole. The study was conducted based on the examination of posts published in the official Telegram channel of the candidate for the post of the President of the Russian Federation Nikolai Kharitonov in the period from January 9, 2024 to March 21, 2024 (from the moment of publication of the first post to the publication of the final interview on the results of the election campaign, a total of 69 text messages). The analysis has shown the cross-cutting images used by the politician in the posts – heart / soul, home, and village. The authors analyze these images in relation to the political brand and sum up the results of the campaign in Telegram in terms of maintaining the required level of positioning of the political brand.
About the Authors
K. N. Kuzmin
Academy of Media Industry
Russian Federation
Russian Federation
Kuzmin Kirill Nikolaevich – postgraduate student, junior specialist of the corporate relations department of Mars Incorporated
Moscow
V. V. Kravtsov
Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Kravtsov Vladimir Vladimirovich – DSc (Philol.), professor of the Department of Public Relations and Media Policy
Moscow
O. G. Shishkov
Higher School of Economics (HSE)
Russian Federation
Russian Federation
Shishkov Oleg Gennadievich – head of the video production department of the Marketing Communications Directorate, chief specialist of the Public Relations and Media Relations Department, Mosstroyinform State Budgetary Institution
Moscow
References
1. Abduragimov I.M. (2012). Once again about the state problem of extinguishing large forest fires (in Russia and around the world). Fire and Explosion Safety. Vol. 21. No. 2. P. 5-10 (in Rus.).
2. Adyasova L.Y. (2015). The concept of the Soviet Union and its linguistic explication in modern Russian media discourse: Author’s thesis. Moscow (in Rus.).
3. Arutyunova N.D. (1999). Language and the human world. Moscow: Yazyki russkoj kultury (in Rus.).
4. Baranov A.N. (2014). Descriptor theory of metaphor. Moscow: Yazyki slavyanskoj kultury (in Rus.).
5. Belogrud I.N., Mkhitaryan M.A. (2016). Support of economic entities of the regions. Nauchnye trudy Volnogo ekonomicheskogo obshchestva Rossii. Vol. 198. No. 2. P. 234-237 (in Rus.).
6. Bykov I.A., Medvedeva M.V., Hradziushka A.A. (2021). Anonymous communication strategy in Telegram: Toward comparative analysis of Russia and Belarus. In: 2021 Communication Strategies in Digital Society Seminar (ComSDS). P. 14-17.
7. Chudinov A.P. (2006). Political linguistics: a textbook. Moscow: Flinta; Nauka (in Rus.).
8. Chudinov A.P. (2008). Russian political metaphor at the beginning of the 21st century. Political Linguistics. Vol. 24. No. 1. P. 86-93 (in Rus.).
9. Dorokhin V.N. (2019). The phenomenon of political Telegram channels as innovative digital media in Russia. Vestnik VSU. Series: Philology. Journalism. Series: Philology. Journalism. No. 1. P. 103-105 (in Rus.).
10. Epishkin I.I. (2017). Telegram channels: reasons for launching projects and promotion tools. MediaAlmanah Journal. Vol. 80. No. 3. P. 30-41 (in Rus.).
11. Gorbatov D.S., Gurushkin P.Y. (2021). Propaganda techniques in Internet news memes of the Telegram messenger. Vlast. Vol. 29. No. 3. P. 26-35 (in Rus.).
12. Gromov M.N., Milkov V.V. (2001). Ideological currents of ancient Russian thought. SPb.: RHGI (in Rus.).
13. Gulyaev A.A. (2024). Upcoming presidential elections in March 2024. Vlast. Vol. 32. No. 1. P. 31-34 (in Rus.).
14. Kamalova G.R., Safin M.I. (2024). 2024 Presidential elections in Russia: New trends and features of the election campaign in the era of digitalization. Vlast. Vol. 32. No. 3. P. 20-25 (in Rus.).
15. Kodanina A.L. (2017). Social and political aspects of blogging: Russian experience. Znak: problemnoe pole mediaobrazovanija. Vol. 25. No. 3. P. 177-182 (in Rus.).
16. Konoplev D.E. (2017). Telegram as a new communication environment in the media and social media. Znak: problemnoe pole mediaobrazovanija. Vol. 25. No. 3. P. 198-200 (in Rus.).
17. Korgunyuk Y.G. (2018). Presidential elections in post-Soviet Russia through the prism of the concept of cleavages. The Journal of Political Theory, Political Philosophy and Sociology of Politics Politeia. Vol. 91. No. 4. P. 32-69 (in Rus.).
18. Lakoff D., Johnson M. (2004). Metaphors We Live By. Moscow: Editorial URSS (in Rus.).
19. Larchenko L.V. (2018). Development of Arctic support zones – state strategy for a decade. Innovations Journal. Vol. 232. No. 2. P. 76-80 (in Rus.).
20. Lytneva A.A., Dubinina A.E. (2020). Telegram as a new platform in mass communication. Materials Athanasian Readings. Vol. 31. No. 2. P. 52-57 (in Rus.).
21. Lyutykh O.Y. (2012). Political reforms in Russia and improvement of the political system at the beginning of the XXI century. Gumanitarnye i socialnye nauki. No. 5. P. 11-23 (in Rus.).
22. Markov E.A. (2015). Technologies of success: Elections of the President of the Russian Federation in 2004. Theory and Practice of Social Development. No. 15. P. 76-78 (in Rus.).
23. Nakhimova E.A. (2005). Precedent phenomena with the mental field-source “Theater” in modern political discourse. Political Linguistics. No. 15. P. 102-114 (in Rus.).
24. National economy of the USSR in 1958: statistical digest. (1959). Moscow: Gosstatizdat (in Rus.).
25. Pavlyutenkova M.Y. (2015). The role and place of social media in public policy. RUDN Journal of Political Science. No. 3. P. 71-81 (in Rus.).
26. Popov S.I., Ershov N.A. (2018). Political communications on the Internet. Political Science Issues. Vol. 8. No. 3. P. 28-38 (in Rus.).
27. Razinkina N.S. (2011). Conceptual metaphor in the Russian language of the Soviet period (1917–1956). Tomsk State University Journal. No. 344. P. 26-29 (in Rus.).
28. Rogers R. (2020). Deplatforming: Following extreme Internet celebrities to Telegram and alternative social media. European Journal of Communication. Vol. 35. No. 3. P. 213-229.
29. Savelyeva M.I. (2018). An event that determines the vector of development of the domestic food industry for a quarter of a century. Vse o myase. No. 2. P. 60-62 (in Rus.).
30. Skovoroda G.S. (1973). Works in two volumes. Moscow: Mysl (in Rus.).
31. Varlamova M.N. (2021). The Problem of Defining the Soul as the Beginning of Movement in Aristotle and Alexander of Aphrodisias. History of Philosophy Yearbook. No. 36. P. 162-195 (in Rus.).
32. Vyshlov E.V. (2007). The heart as a central spiritual and emotional organ. Siberian Journal of Clinical and Experimental Medicine. Vol. 22. No. 2. P. 137-139 (in Rus.).
33. Vyshnepolsky S.V. (2024). Analysis of the influence of environmental issues in the program documents of candidates on the results of the 2024 Russian presidential elections. Post-Soviet Continent. Vol. 42. No. 2. P. 39-50 (in Rus.).
34. Yezhov D.A. (2024). The 2024 Presidential campaign in the mirror of election slogans. Vlast. Vol. 32. No. 3. P. 17-20 (in Rus.).
35. Yurkevich P.D. (1869). General pedagogy course with applications. Moscow: Gracheva and Co (in Rus.).
36. Yurkevich P.D. (1990). Philosophical works. Moscow: Pravda (in Rus.).
37. Yushkina N.A. (2022). Electoral potential of public politicians in social networks. Vestnik Universiteta. No. 1. P. 188-196 (in Rus.).
38. Zarin S.M. (1996). Asceticism according to the Orthodox Christian teaching (ethical and theological study). Moscow: Palomnik (in Rus.).
Review
For citations:
Kuzmin K.N., Kravtsov V.V., Shishkov O.G. Telegram channel development in promoting a political brand. Communicology. 2024;12(3):61-81. (In Russ.) https://doi.org/10.21453/2311-3065-2024-12-3-61-81
Views:
480
Email this article 
