DIGITAL POLITICAL PR IN THE CONTEXT OF HYBRID THREATS: CHALLENGES, TOOLS AND DEVELOPMENT PROSPECTS

Roman Shykhutskyi

Abstract


Digital political PR has become one of the key tools of modern communications, determining the effectiveness of interaction between government and society. In the context of hybrid threats and the war against Ukraine, its role is strengthening, as digital platforms serve both as channels for disseminating truthful messages and as environments for disinformation. The use of digital technologies in political PR is accompanied by the spread of fake news, deepfake content, and manipulative narratives that put democratic processes at risk. For Ukraine, this problem is particularly acute due to large-scale information attacks from Russia aimed at undermining trust in institutions. The issues of digital communications and social networks were considered by O. Hotsur, A. Marushchak, N. Kudriavtseva, Kh. Matsiopa, O. Sakhan, O. Yurchenko, T. Lysenko, and O. Sokhatskyi. Theoretical aspects of political security were studied by O. Rafalskyi, O. Kondratenko, H. Zelenko, Yu. Nikolaets, O. Maiboroda, Yu. Shaigorodskyi, V. Perevezii, and O. Kalakura, while the influence of digital platforms on democracy was analyzed by V. Botero Arcila, R. Griffin, P. Lorenz-Spreen, L. Oswald, S. Lewandowsky, and R. Hertwig. Significant contributions were also made by Y. Eremenko, A. Chentsova, A. Kuzmenko, A. Fauzi, and M. Habibi. The purpose of the study is to analyze the peculiarities of digital political PR in the context of information wars and to determine its role in preserving democratic development and information security. The task is to systematize digital communication tools, identify their risks and advantages, and formulate practical recommendations. The article examines the role of social networks, fact-checking, OSINT technologies, cybersecurity, and strategic communications in modern political PR. It highlights the influence of influencers, multimedia content, and algorithmic systems on shaping public opinion, as well as outlines the threats posed by disinformation and deepfake technologies. Digital political PR is becoming an important tool for ensuring the resilience of the state and society under hybrid threats. Its effectiveness depends on balancing information security with democratic freedoms, as well as on the ability to combine innovative technologies with the development of media literacy and strategic communications.

Keywords: digital PR, social networks, information war, disinformation, strategic communications, national security, media literacy.


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References


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DOI: https://doi.org/10.26886/2520-7474.4(62)2024.4

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