The use of black PR in political management and its influence on political culture in Ukraine and Poland

Abstract

In the modern political process, black PR is becoming increasingly important as a tool of political management, especially in countries undergoing transitions to democratic values and stable political institutions. In post-Soviet states such as Ukraine and Poland, black PR has become a significant element of electoral campaigns and political strategies. This article is dedicated to the study of the use of black PR in political management and its impact on political culture in Ukraine and Poland. The aim of the work is to examine the role of black PR as a tool in political campaigns, analyze its influence on public opinion, ethical norms, and trust in political institutions. Special attention is paid to comparing black PR practices in both countries, which share a post-Soviet context but have different trajectories of political development. The study covers key stages of the use of black PR, from the stage of forming negative images of opponents to its impact on the media space and interaction with voters. The article also investigates how these strategies alter political culture, lowering political trust, undermining moral standards, and fostering negative attitudes towards politicians and political institutions. Ethical issues related to the use of black PR in political campaigns are also addressed, particularly the potential threats to democratic processes that may arise from such approaches. The study of Ukraine and Poland’s experience provides insights into the specifics of using black PR during the transformation of political systems, as well as an evaluation of its consequences for the development of democracy in post-Soviet countries. The research is important for developing recommendations to improve ethical standards in political management, particularly regarding transparency in electoral processes and combating manipulations in political campaigns.