POLITICAL BEHAVIOR AND POLITICAL REPRESENTATION: CHALLENGES OF THE DEVELOPMENT OF DIGITAL POLITICAL TECHNOLOGIES

Abstract

The study explores the broad conceptual dimension of the prospects for digital political governance based on the democratic expression of will by Internet users. In this context, attention is paid to the virtualization of political demands and interests, which requires democratic political institutions to develop mechanisms for verifying “genuine” and “non-genuine” needs and claims of citizens and political communities. The mechanisms of digital political campaigns that utilize access to Internet technologies and social media platforms within political-technological strategies are identified. The study examines how Internet users are influenced by content that appears more organic and peer-endorsed than overt political advertising.
The ability of digital political campaigns to bypass traditional “gatekeepers” and reach niche audiences through personalized political messaging is revealed. The specificity of the increasing political-technological impact of targeted political advertising on behavior and representation is demonstrated. It is established that targeted advertising can take various forms, including short videos, banners, or direct messages, aimed at maximizing engagement while often neglecting individual rights, thereby deepening digital inequality. It is argued that voters tend to perceive such messages as specifically tailored to them, which increases the likelihood of persuasion.
The significance of digital political actors’ use of trust and outreach potential to influence followers is analyzed. The study highlights the enhanced persuasive effect of personalized (targeted) political-technological messages across various digital touchpoints. It is substantiated that digital political behavior increasingly becomes an act of virtual self-expression within the thematic space of the digital political world.