Integration of social networks into political media communications
Abstract
This article assesses the effectiveness of digital platforms as social media tools in electoral campaigns and the impact of digital platform algorithms on audience political behavior. Using secondary analysis of statistical data from research companies DataReportal, We Are Social, and Mediascope for 2014-2024, a comparative study was conducted of six social networks (Facebook, YouTube, Instagram, Twitter/X, TikTok, and VK) in six countries (the United States, Germany, Brazil, India, France, and Russia). It was found that Twitter/X (up to 0.58) and Facebook (up to 0.51) demonstrate the highest correlation between political discussions and voter turnout, while YouTube and Instagram, despite their high reach, show low conversion rates due to the predominance of entertainment content. A national specificity was identified: in Russia, the key platforms are VK (correlation 0.37) and YouTube (0.35) due to the current geopolitical situation.
About the Authors
V. V. Silkin
Moscow State Linguistic University
Russian Federation
Russian Federation
Silkin Vladimir Vladimirovich, Dean of the Faculty of Journalism; Head of the Department of Information Processes Management, Doctor of Political Science,
Candidate of Sociological Sciences
119571, Moscow, Vernadsky Ave., 84, building 1.
D. G. Baburov
The Russian Presidential Academy of National Economy and Public Administration
Russian Federation
Russian Federation
Baburov Daniil Germanovich, postgraduate student
119034, Moscow, Ostozhenka St., 38, building 1.
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Review
For citations:
Silkin V.V., Baburov D.G. Integration of social networks into political media communications. Communicology. 2026;14(2):96-109. (In Russ.)
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