Information on the thesis

The dissertation emphasizes that «PR-support in politics» occupies a certain place in the composition of PR-technologies, substantiates the idea of ​​the structural components of this concept and their functional purpose.

An important goal for research «Impact of PR-support in politics in the context of globalization» is the need to address the methodological aspect of the study, as some components of applied political science belong to categorize that are not fully reflected in the theoretical developments of domestic political science, as evidenced by the predominance of empirical description insufficient to understand the nature of these components and determine their role and place in political processes.

It was found that «PR-support in politics in the context of globalization» should focus not only on the peculiarities of the perception of the subjects of the electoral process within the country, but also take into account the general trends and capabilities of modern media. It should be borne in mind that «PR-support in politics in the context of globalization» – absorbs the level of state branding (reputation building) and outreach work of the state to determine national priorities and differences, ways to coordinate the political will of states, which are combined state interests with foreign policy development trends.

The author used a comprehensive comparative analysis of «PR-support in politics in the context of globalization» on the example of countries with different types of political culture and geopolitical affiliation: the European Union (Federal Republic of Germany, French Republic and Italian Republic), Latin America (Argentine Republic and Federative Republic), North America (USA) and Central Europe (Ukraine), who found that the fundamental need to use certain types of PR-technologies in the electoral process of different countries is based on fundamental differences in political culture, political consciousness and political activity characteristic of these countries.

The role of political PR as a type of sociopolitical technologies, the use of which in the political process is the embodiment of the interests of political actors taking into account the features and characteristics of political culture and political consciousness of the electorate, the formation of national public opinion in some countries – in a globalizing world. Emphasis is placed on the impact of globalization on political activity, which is considered as a cultural phenomenon that connects political communication, political consciousness and features of the formation of political culture. Electoral engineering and the activities of patronage services of political actors are identified as the key to effective and successful electoral process. It is emphasized that the image of a political entity, which in the context of globalization can be a powerful promoter of positive «state branding» in the global political consciousness.

Keywords: power, politics, PR, PR-assistance in politics, PR-assistance in politics in the context of globalization, PR-technologies, globalization, country’s image, leader, image of a political leader, political technologies, elections, election campaigns, electoral technologies, electoral engineering.