Perception of the digital presence of the Communist Party of the Russian Federation by youth audience: a sociological analysis of communications in social networks

A sociological analysis of the perception of the digital presence of the Communist Party of the Russian Federation in social networks by youth audience is conducted. The purpose of the study is to determine the specifics of youth perception of the Party’s communication strategies in the digital space and to identify factors affecting the effectiveness of party digital communications.

The methodological basis of the study is represented by a quantitative approach implemented through a standardized sociological survey of 300 respondents aged 18–35 who actively use social networks. The sample is formed considering the main socio-demographic characteristics of Russian youth. Data analysis includes descriptive statistics, correlation, and factor analysis. The study results demonstrate the paradoxical situation of the Party’s high recognition among youth (94.7%) with a low level of involvement in the Party’s digital communications (4.8% of subscribers). The systemic issues of the Party’s content are revealed: low scores of interactivity (2.1 points out of 5), visual attractiveness (2.4 points), and compliance with youth’s interests (2.3 points). The main obstacles to attracting a youth audience are outdated forms of information presentation (52.3% of mentions), the lack of relevant topics (47.7%), and association with the previous era (45.7%). The formation of the Party’s contradictory image as a recognizable but archaic political actor of the digital space is revealed. Correlation analysis confirms the main role of political interest, education, and age in the perception of the Party’s content.

The study results are applicable for improving political communications and understanding the features of the political socialization of the digital generation. Comparative studies of digital strategies of political parties and a longitudinal analysis of the impact of social networks on the electoral behavior of youth are promising areas.

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