Telegram channels of local self-government bodies of the Russian Federation as a tool of political communication

Abstract

In the context of the digitalization of all spheres of public life, the escalation of geopolitical tensions and the emergence of new information challenges, since 2022 the dialogue between the authorities and citizens on digital media platforms has significantly intensified in the Russian Federation, in particular, on such platforms as social networks and messengers. In this regard, the purpose of the study was to study the specifics of the functioning of Telegram channels of local governments of the Russian Federation. The empirical base of the study was 13 official channels of the executive-administrative bodies of local self-government of the administrative centers of the federal districts of the Russian Federation and the heads of these municipalities. The study was conducted using the TGStat tool. The research methodology was based on a comparative analysis of the effectiveness of content in Telegram channels in terms of indicators of activity and audience engagement.

The results of the study showed that from 2022, local governments will intensify political communication in Telegram, widely using the technical capabilities of the platform in order to ensure the mass distribution of content and increase its attractiveness to the audience. Also, during the analysis, it was revealed that messengers contribute to the creation of a fundamentally new model of political communication between representatives of government and society, and the most effective models of channel management are those that provide the audience with a platform for discussion or allow two-way communication with subscribers. At the same time, the presence of feedback from representatives of the executive branch in the comments, as well as the presence of formed and fixed models of interaction "population-authority" most significantly affects the audience indicators. However, the analysis shows that for the executive authorities of the Russian Federation, interaction with the audience is not a priority for the implementation of digital strategies in Telegram, if they were previously developed. Most local governments use the messenger as a one-way communication channel, functionally equating it with traditional municipal media.