POLITICAL ADVERTISING IN THE RUSSIAN FEDERATION: DEFINITION, PECULARITIES, DEVELOPMENT PERSPECTIVES

Sokolova Olga Vladimirovna, Petrykin Maxim Anatolievich

The article is devoted to the research of the term “political advertising” in Russia based on the legislation in force and actual practice. Political advertising has been overviewed from the position of three approaches: as the type of advertising, as form of mass communication and as public relations activity in government authorities. It’s worth mentioning, that in the absence of legal definition of the term “political advertising” as well as in the absence of legal regulation of public relations to achieve targets of promotion of any political party or candidate beyond the frames of election campaign, the understanding of the term “political advertising” as well as the practices of its application may differ. This situation is not the positive factor from the perspective of development of modern progressive forms of democratic political process, makes it difficult to control the process by authorized bodies, and opens the door to bad practices in media manipulation of public opinion. At the same time the potential of legal and media communicational effect of political advertising is large, and allows to drive the political process in Russia to the much more qualitive level, subject to clever usage and detailed legal regulation.

Keywords:political advertising, legal regulation, media communication, public relations