Comparative analysis of the representation of youth cells of the parliamentary political parties in the Internet

The object of the study are the youth "wings" of Russian parliamentary political parties: the Young Guard of United Russia, the Leninist Communist Youth Union of the Russian Federation, the All–Russian Youth Organization of the LDPR, the Youth of a Just Russia, the subject is the practice of their political Internet communications. Central attention is paid to studying the level of media activity of the youth "wings" of the parliamentary political parties of the Russian Federation in the digital environment, as well as identifying the nature of political discourse and communication barriers and gaps between youth organizations as the basic subjects of communication interaction and Russian youth. In the context of growing digitalization, the issue of creating digital ecosystems and platforms aimed not only at strengthening party brands, but also at discussing problems and implementing ideas and proposals of Russian youth is becoming relevant. Using analytical services similarweb.ru , be1.ru , Jaga Jam and Medialogy an attempt has been made to compare the communication activities of Russian youth cells of parliamentary political parties in the digital environment according to three criteria: the importance of the official websites of the parties, activity in social networks on the example of the VKontakte social network, as well as publication activity in the media. The analysis revealed that the agenda of the youth departments seems to be deeply formalized and monotonous. News, information and event products of all youth cells do not reflect the current interests and needs of youth, are not aimed at their organic involvement in the social and political agenda, the content is imperative and agitational in nature, which enhances the asymmetry and subject-object nature of communications. The author concludes that the youth "wings" of political parties as important actors of the communicative space need regular and systematic media analysis in order to assess the general public profile, including public opinion, image, reputation and competitiveness, which will help effectively manage communications, be relevant to the youth audience, control the image in the media and adapt to the changing conditions on the political scene.

Internet activity, communication analysis, media analysis, youth political organizations, young people, political communications, website, social media, publication activity, communication gaps