FEATURES OF EFFECTIVE ADVERTISING COMMUNICATION IN SOCIO-POLITICAL ACTIVITIES

Abstract

The transformation of the media environment due to digitalization has led to fundamental changes in the mechanisms of political influence and electoral mobilization. The algorithmic logic of modern platforms, audience micro-segmentation, and the viral dissemination of content create qualitatively new conditions for the implementation of advertising communications in the socio-political sphere. At the same time, the rapid growth in the volume of digital political advertising, the intensification of disinformation practices, and the deepening of societal polarization indicate that the technological evolution of the communication environment is outpacing its theoretical understanding, thereby highlighting the need for the development of new conceptual tools for analysis. A systematization of academic sources from 2021–2026 demonstrates that existing conceptual approaches are characterized by disciplinary fragmentation: the technological, psychological, and PR dimensions of communication are predominantly studied autonomously, outside their systemic interaction. This theoretical and methodological deficit defines the scientific problem of the study. The article aims to develop an integrative theoretical model of effective advertising communication in the socio-political sphere that synthesizes patterns of digital transformation, psychological determinants of public opinion influence, and practical tools for evaluating the effectiveness of public communications. Based on the results of conceptual synthesis, a systematic literature review, and structural analysis, a four-component model is proposed that includes the digital platform environment, the narrative-psychological mechanism, a system of effectiveness evaluation criteria, and an adaptive feedback loop. The model integrates both quantitative and qualitative indicators. Ethical risks associated with algorithmic micro-targeting and the manipulative potential of emotional framing in electoral processes are also substantiated separately. It is argued that achieving communicative effectiveness in the socio-political sphere is possible only through the systemic integration of platform architecture, psychological mechanisms of influence, and responsible communication principles.