Strategies of Self-presentation of Heads of Russian Regions in Internet Social Networks: Key Features, Effectiveness (on the Example of VKontakte Profiles)
( Pp. 97-108)

The social resources of the Web 2.0 era provide political actors with a wide range of opportunities to influence public opinion. At the same time, the new media impose demands that media strategies cannot succeed without. Therefore, political actors are forced to adapt new ways of presenting themselves to others in the course of Internet communication. The purpose of the study is to identify the peculiarities of self-presentation strategies used by the heads of the subjects of the Russian Federation in social media. The research method is deductive content analysis of publications (N = 400) on the walls of personal profiles of S.S. Sobyanin, R.A. Kadyrov, A.S. Nikitin, A.L. Teksler, O.A. Nikolaev, I.I. Kobzev, A.S. Tsydenov, and M.V. Razvozhayev in the VKontakte network. It was found that politicians use a balanced way of presenting themselves, combining the tactics of professionalization, association with citizens, demonstration of interaction with the authorities, and coverage of private life. Self-presentations emphasize the positive effects of professional activity and positive interaction with citizens.

Soldatenkov I.V. Strategies of Self-presentation of Heads of Russian Regions in Internet Social Networks: Key Features, Effectiveness (on the Example of VKontakte Profiles). Sociopolitical Sciences. 2024. Vol. 14. No. 4. Pр. 97–108. (In Rus.). DOI: 10.33693/2223-0092-2024-14-4-97-108. EDN: OVHCXS

Bykov I.A. Network political communication in the conditions of society transformation: Abstract of dis. ... of Dr. Sci. (Philos.). St. Petersburg, 2016. 58 c.
Gofman I. The presentation of self in everyday life. Moscow: Kanon-press-C, 2000. 304 с.
Castells M. The information age: Economy, society and culture. Moscow: HSE University, 2000. 608 с.
Castells M. Galaxy of the Internet: Reflections on the Internet, business and society. Yekaterinburg: U-Factoria, 2004. 327 с.
Baym N.K. Personal connections in the digital age. John Wiley & Sons, 2015. 240 p.
Boyd D. Taken out of context: American teen sociality in networked publics. University of California, Berkeley, 2008. 406 p.
Castells M. Networks of outrage and hope: Social movements in the internet age. John Wiley & Sons, 2015. 328 p.
Ellison N., Heino R., Gibbs J. Managing impressions online: Self-presentation processes in the online dating environment. Journal of Computer-Mediated Communication. 2006. Vol. 11. Issue 2. Pp. 415–441. DOI: 10.1111/j.1083-6101.2006.00020.x.
Enli G. New media and politics. Annals of the International Communication Association. 2017. Vol. 41. Issue 3. Pp. 220–227. DOI: 10.1080/23808985.2017.1392251.
Erin E.H. Self-presentation in social media: Review and research opportunities. Review of Communication Research. 2021. Vol. 9. Pp. 80–98. DOI: 10.12840/issn.2255-4165.027.
Filimonov K., Russmann U., Svensson J. Picturing the party: Instagram and party campaigning in the 2014 Swedish elections. Social Media + Society. 2016. Vol. 2. Issue 3. DOI: 10.1177/2056305116662179.
Gil de Zuniga H., Veenstra A., Vraga E., Shah D. Digital democracy: Reimagining pathways to political participation. Journal of Information Technology & Politics. 2010. Vol. 7. Issue 1. Pp. 36–51. DOI: 10.1080/19331680903316742.
Holt R. Dialogue on the internet: Language, civic identity, and computer-mediated communication. Greenwood Publishing Group, 2004. 272 p.
Jackson N., Lilleker D. Microblogging, constituency service and impression management: UK MPs and the use of Twitter. In: The impact of legislatures. Routledge, 2020. Pp. 414–433. DOI: 10.4324/9781003033783-22.
Lalancette M., Raynauld V. The power of political image: Justin Trudeau, Instagram, and celebrity politics. American Behavioral Scientist. 2017. Vol. 63. Issue 7. Pp. 888–924. DOI: 10.1177/0002764217744838.
Leary M.R. Self-presentation: Impression management and interpersonal behavior. Routledge, 2019. 264 p.
Marwick A.E. Online identity. A Companion to New Media Dynamics. 2013. Pp. 355–364. DOI: 10.1002/9781118321607.ch23.
Metz M., Kruikemeier S., Lecheler S. Personalization of politics on Facebook: Examining the content and effects of professional, emotional and private self-personalization. Information, Communication & Society. 2019. Vol. 23. Issue 10. Pp. 1481–1498. DOI: 10.1080/1369118x.2019.1581244.
Nakamura L. Cybertypes: Race, ethnicity, and identity on the internet. Routledge, 2013. 192 p.
Pagh J. Managing context collapses: The Internet as a conditioning technology in the organization of practices. International Journal of Communication. 2020. Vol. 14. Pp. 2810–2827.
Papacharissi Z. A networked self: Identity, community, and culture on social network sites. Routledge, 2010. 336 p.
Robertson S.P., Vatrapu R.K. Digital government. Annual Review of Information Science and Technology. 2010. Vol. 44. Issue 1. Pp. 317–364. DOI: 10.1002/aris.2010.1440440115.
Rui J., Stefanone M.A. Strategic self-presentation online: A cross-cultural study. Computers in Human Behavior. 2013. Vol. 29. Issue 1. Pp. 110–118. DOI: 10.1016/j.chb.2012.07.022.
Schlenker B.R. The self and social life. McGraw-Hill Companies, 1985. 399 p.
Schlosser A.E. Self-disclosure versus self-presentation on social media. Current Opinion in Psychology. 2020. Vol. 31. Pp. 1–6. DOI: 10.1016/j.copsyc.2019.06.025.
Stone A.R. The war of desire and technology at the close of the mechanical age. MIT Press, 1996. 224 p.
Turkle S. Life on the screen: Identity in the age of the internet. New York: Simon & Schuster, 1997. 352 p.
Van Aelst P., Sheafer T., Stanyer J. The personalization of mediated political communication: A review of concepts, operationalizations and key findings. Journalism. 2011. Vol. 13. Issue 2. Pp. 203–220. DOI:10.1177/1464884911427802.

migration policy, migration processes, foreign migration, post-Soviet space, migration regime, centers of migration attraction, labor market.