FORMATION OF A COMMUNICATION POLICY IN ACCORDANCE WITH THE CHANGED REQUEST OF THE ELECTORATE ON THE EXAMPLE OF VLADIMIR ZELENSKY ELECTION CAMPAIGN
Machina Polina Sergeevna
1st year master’s degree student
Faculty of Marketing
Plekhanov Russian University of Economics
Scientific Suprvisor
Fominykh Nataliia Iurievna
Professor
Foreign Languages Department #1
Plekhanov Russian University of Economics
Abstract
The article considers the election campaign of Vladimir Alexandrovich Zelensky using the AIDA model. The author analyzes the steps of building communications in order to strengthen and slightly adjust the image of the candidate in the eyes of Ukrainian citizens in a situation of unstable economic and social situation.
Keywords: election campaign Of V. A. Zelensky, politics, image.
In early 2019, it was officially announced that Vladimir Zelensky intended to lead the country as President for the next few years. This was a complete surprise for many political observers, not to mention ordinary citizens of Ukraine. Despite the skepticism of experts about this decision and the result of well-structured steps and innovative solutions in the construction of the campaign, the candidate managed to defeat established rivals with Grand results in the result of two rounds of elections.
In a number of post-Soviet countries, the political sphere is considered too complex and inaccessible for ordinary citizens to understand. But in fact, these processes are subject to the same marketing mechanisms as the rest. The voter evaluates their past experience of interacting with the product, estimates its need for themselves in the current moment, or simply gives in to emotions in the “checkout area”. Zelensky’s rapid growth in politics does not fit into the usual framework for us. Many believe that the main role in the acclaimed Ukrainian TV series “Servant of the people"became fundamental for him. But this is refuted by the arguments of experts and data from opinion polls.
The campaign to promote this candidate was based on the classic AIDA model (attention, interest, desire, action). Zelensky began to win the audience’s sympathy as a student, taking part in the famous Comedy program of KVN. Later, he started producing his shows on the leading TV channels of Ukraine, leading the creative team “Kvartal 95”. Since 2012, they have signed a contract with channel 1+1, headed by oligarch Igor Kolomoisky. In their shows, the artists make fun of Russian and Ukrainian politicians of the highest rank in an acutely humorous manner, which can not fail to appeal to the audience. In this way, they to some extent sublimate popular discontent, translating into a joke difficult events for the country and criticizing the decisions of the current government. Nevertheless, even in spite of the humorous intonation, the electorate seems to be aware of the political situation. Thus, even before the release of the famous series, Vladimir Zelensky has a powerful media resource base. And the popularity in the entertainment sphere, designed to evoke positive emotions, helped him form it. His image was not overshadowed by participation in scandals, numerous love scrapes or conflicts with “colleagues in the shop”. On the contrary, he is an exemplary family man, a loyal friend and an effective leader of a large team for many years.
Zelensky managed to attract interest in his persona in 2015 with the release of the above-mentioned series. In the Comedy, the main claims of the people to power, uncompromising decisions were heard from his lips. Vladimir Alexandrovich became subconsciously associated with the image of his character in the electorate. Then the interest had to be translated into desire.
The candidate does not announce his desire to run immediately, but creates intrigue by launching information campaigns. So the first mention is his interview with the famous journalist Gordonov, which is several hours long. In it, the host talks about the comedian’s potential to become President of the country as a reliable fact. Also, in the process of dialogue, Zelensky is assigned the image of a"man of the people”. The viewer learns about his character traits, life principles, and the emotional side of his personality.
