STRATEGIES FOR THE USE OF MASS MEDIA IN POLITICAL CAMPAIGNS
Abstract
This article analyzes the dual function of mass media as a means of enhancing the political culture of the population and as a mechanism for organizing political pressure. It is highlighted that in the context of the expanding information space and the development of digital technologies, the media, while serving as an important factor in shaping political consciousness and civic activity, can also become a tool for targeted influence by various political forces. The study scientifically substantiates theories of political communication, media influence strategies, and their impact on socio-political stability. Additionally, recommendations are provided on optimizing media participation in political processes and strengthening democratic principles.