Negative aspects of social victories in the system of organizational voice campaigns

Abstract

The study is devoted to identifying the negative aspects of the use of social networks in the system of organizing election campaigns by considering cases from different countries. The cases of Brazil and India were chosen for the study, as countries where there is no totalitarian regime, which leaves the importance of the institution of elections, as a result, gives value to the construction of election campaigns. It was found that a more decentralized communication environment with greater participation of voters who are directly connected with political agents through the use of social media can contribute to populism. Considerable attention in the study is devoted to revealing the prerequisites for holding elections, the features of building communications between carriers of active and passive electoral rights. As examples of building such election campaigns for writing the article, the experience of participating in the electoral process of Jair Bolsonaro in Brazil in 2018 and BJP in India in 2019 was chosen. The case studies of Brazil and India suggest that even such promising emerging industrial countries may face significant challenges in their democratic transitions. While unfair competition, fake news, and other types of low-level political discourse and unethical political communication have existed in these countries before, social media have undoubtedly taken these problems to another level. The routinization of such political discourse in the age of social media, when such types of messages are amplified, disseminated, and replicated among populations with low levels of critical digital literacy, is certainly problematic in itself. These disturbing trends raise new questions about the ethics of contemporary political communication and the role of governments, corporations, the press, and citizens in curbing unethical political discourse, including through the dissemination of fact-checking tools among the population.