Social Media and Political Communication: Studying the Interactive Component

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Internet, online platform, political discourse, public opinion, social media


The study purpose is to examine the measure of popularity of separate interactive components of political discourse delivery through social media in the modern Russian Federation. The research methodology builds on an empirical approach through a door-to-door survey. It involved a total number of 1,000 residents of Moscow, the Russian Federation. Respondents were divided into 5 groups of 200 people. They had to choose one of the following types of social media as the most frequently used: social networks, online video platforms (OVPs), blogs, and messengers. Accordingly, the research results demonstrated that social networks are the most popular (53.4%) among study participants. Less number of respondents (19%) consider messengers effective, 15.4% of study participants find video hosting the most significant type of social media, and only 12.2% believe that blogs are the most effective among others. Furthermore, the following factors determined the interactive component of political discourse in social media: the involvement of respondents regarding the participation in online voting, commenting and reposting content (48%), maintaining a blog with a political intent (34%), and refusal to participate in political dialogue (18%). The research results may contribute to further study regarding the behavioral features of media platform users and ways to establish communication between government structures and the public. It may also grant improving the methods of psychological influence on the citizen worldview within political science. The research has a practical significance as the results obtained may facilitate lobbying the interests of political subjects and develop campaigning activities.


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Author Biographies

Tuan Anh Nguyen, Faculty of Humanities and Social Sciences, Peoples' Friendship University of Russia, Moscow

Tuan Anh Nguyen is a Postgraduate of the Faculty of Humanities and Social Sciences of the Peoples' Friendship University of Russia in Moscow, Russian Federation. Tuan’s research interests include political studies, social media in policy etc.

Trung Chi Bui, School of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi

Trung Chi Bui is a Ph.D, Associate Professor at the School of Journalism and Communication of Vietnam National University in Hanoi, Vietnam. Trung is interested in politics, campaigns, elections, social media and information technologies.

Konstantin Sokolovskiy, Department of General Subjects, Humanitarian and Technical Academy, Kokshetau

Konstantin Sokolovskiy is a Candidate of Juridical Sciences, Associate Professor of the Department of General Subjects of the Humanitarian and Technical Academy in Kokshetau, Kazakhstan. He specializes in interactive component of political communications, the role and impact of the social media in politics.


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How to Cite

Nguyen, T. A., Bui, T. C., & Sokolovskiy, K. (2022). Social Media and Political Communication: Studying the Interactive Component. Journal of Ethnic and Cultural Studies, 9(4), 187–200.



Original Manuscript
Received 2022-02-11
Accepted 2022-06-15
Published 2022-12-10

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