Features of election campaigns in different electoral systems

Abstract

The article considers the specifics of conducting election campaigns in majority, mixed and proportional electoral systems. It is substantiated that the type of electoral system determines the nature of the election campaign and allows to determine the main types of electoral technologies used to win. Concepts such as "electoral system", "majority electoral system", "proportional electoral system", "mixed electoral system", "political brand", "party brand" have been studied. The focus is on the fact that the notion of elections is not limited to the act of voting, it is a much broader notion that takes place within an election campaign, the nature of which is determined by the type of electoral system already exercised. It is focused on the fact that in the majority electoral system it is important to focus on building a brand of politics, and in the proportional electoral system – the brand of the party. It is determined that all election campaigns, depending on the type of electoral system, were radically different from all previous election campaigns conducted in Ukraine: new channels of communication, new election technologies and means of manipulation. However, despite the availability of media technology, politicians continue to use outdated manipulative technologies. It is substantiated that the pro-government political force chooses one or another type of electoral system, given the possibility of obtaining the largest number of votes. Electoral technologies such as "administrative resource", "double" and "election grids" have been studied. It is shown that the process of virtualization has formed not only new forms of organization of public communication and analytics in politics, but also led to a radical change in the organization and conduct of elections. It is shown that there are universal electoral technologies that are used in any electoral system. It is concluded that media technologies are becoming more important today during election campaigns.