The state is a complex social entity that plays a system-forming role in society. This is reflected in the implementation of many functions inherent in the state as a social institution. Their combination implies a directed influence on the elements that interact in a certain situation, in order to achieve goals in the most effective ways. Such goals seem significant in the context of a certain set of socially useful aspects of life. The implementation of public administration in such conditions actualizes its social orientation, which is based on a scientific approach using modern information and communication digital technologies. This approach should be based on social modeling, which is a specific way of knowing the corresponding aspect of being. Its specificity lies not only in the formalization of knowledge about social structures and processes, but also in the reflection of controlled and spontaneous processes, the awareness of the necessary actions and the will to carry them out in the interacting subjects – actors and building by them of a logically related model of behavior. At the same time, a feature of cognition is the maximum approximation of the formed image to a real process or phenomenon. This is achieved by taking into account the largest number of factors in their relationship with each other, as well as goals of creating the model and the results expected from its implementation. Within the framework of social modeling, there are objective ways to form a behavioral image that allow you to predict the direction and content specifics of the development of many social processes. The article considers the main areas of application of social modeling in public administration: assessment of the effectiveness of management bodies in the monitoring mode, development of strategic decisions, their translation into technological formats, digital representations of strategies and technologies.

The article considers the forms of political participation of generation Z in modern Russia and gives an assessment of the prospects for digital forms of this participation. The paper describes the characteristics that distinguish generation Z in terms of the influence of these characteristics on the political behavior of its representatives, as well as possible motives for the political participation of young people. The authors give the results of a study that allow you to get answers to the questions: what features make this or that form of political participation the most attractive for generation Z? Is generation Z really critical and negative about regime? Can digital forms of political participation become mainstream in the country’s political life thanks to youth and the rapid digitalization of society? The paper describes the criteria for the attractiveness of various forms of political participation, such as rallies, actions, demonstrations, strikes, hunger strikes, revolutions, elections, crowdfunding, written appeals to the authorities and petitions, participation in political movements and parties, meetings with political figures. These criteria are: personal safety, speed of implementation of the form, the ability to attract attention and find like-minded persons. According to the results of the study, the authors substantiate the conclusion about the prospects of using digital forms (in particular, online voting) of political participation, primarily due to the speed and security that distinguish digital forms of political participation from traditional ones: it is very convenient to express your civic position from anywhere in the world, while simultaneously doing other things and not fearing negative consequences for participation. In addition, digital forms of political participation are demanded by young people as the most convenient, as they are built into their “natural habitat” – the space of social networks.

The article deals with the problem of implementation of personalization in marketing communications based on empathy of brand consumers. The paper substantiates the significance of artificial intelligence in the collection and processing of a large amount of personal data of users of the online space. The article presents an analysis of the main scientific approaches of Russian and foreign authors specializing in the study of the emotional component in the construction of personalized online communications. The authors present the results of the comprehensive research of consumers’ attitude to the personalization of marketing communications based on the artificial intelligence capabilities. In the course of the study the authors consider the technologies of using artificial intelligence mechanisms in the construction of personal communications in the online environment. The article gives theoretical substantiation of the need to use the mechanism of empathy in the construction of personalized communication with consumers. The paper substantiates conclusions about the possibility to build empathic connection between brands and their consumers under the condition of activating the function of emotional contagion, the effectiveness of using the emotional state of consumers in the preparation of personalized offers. The study describes the specifics of using personalized marketing communications as a modern marketing tool, which is expressed in the impact on the identification of buyers at the subconscious level. The article presents the technologies of personalization through consumers’ attitudes towards personalized communications. The paper presents the results of an empirical study conducted by the authors of the article in the spring of 2020, aimed at determining the willingness of consumers to share information about their emotional states. The article makes the conclusions about the existence of consumers’ need for trusting relationship with brands based on the mechanism of empathy; about the possibility of increasing the effectiveness of personalized brand communications through the use of segmentation of consumers depending on their mood; about the benefits of using artificial intelligence technologies in marketing communications.

The article identifies and analyses the main professions-suppliers of personnel to the authorities, reveals their role in the formation of the Russian managerial political elite, and also considers professional spheres and social groups from which incorporation into the political class occurs. The paper takes as a basis the biographies of 800 representatives of all levels of executive and legislative power holding senior positions. According to the results the author creates a rating of professions that cater to the power system, determines the professional lifts and levels at which they are able to lead as well as dedicates and differentiates by the branches of the professional sphere – ramps leading to municipal, regional and Federal authorities. The study notes the special role of engineering-technical and economic professional blocks in the ability to enter the authorities. And also the article identifies and defines a significant group in terms of number with high passability at all levels of government and an instant career type that leads to power immediately after receiving higher education. The paper considers social and educational features of this group, reveals universities-suppliers, tendencies of recruitment of this category in the system of power. The author notes the role of the digital sphere in the formation of the political elite.

It is generally believed that, based on the principle of separation of powers, the branches of government are endowed with independence from each other and equality among themselves, which means that they can control and balance each other’s activities. This principle can also be considered true for politicians, representatives of each of the branches of government. Bureaucrats holding positions in the executive branch are politically equal to electocrats in the legislative branch. At the same time, bureaucrats and electocrats are politicians of different kinds, they have a large number of differences in their powers, functions, rights, and competencies. But does this principle remain immutable for the Russian political system de facto? Are bureaucrats and electocrats so different from each other in Russia? The present study, analyses the biographies of 800 politicians of the Russian Federation who hold public positions in the executive and legislative authorities of all three levels: federal, regional, and municipal. The analysis allowed us to reveal the specifics of recruitment and circulation of personnel in the Russian political system, which makes it possible to speak with a high degree of probability about the trends in the development of the Russian establishment as a whole.