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    Політичний маркетинг в сучасній Україні

    Золотухін Е. В. Політичний маркетинг в сучасній Україні. – Рукопис.

    Дисертація на здобуття наукового ступеня кандидата політичних наук за спеціальністю 23.00.02 – політичні інститути та процеси. – Дніпропетровський національний університет. Дніпропетровськ, 2008.

    Запропоновано перспективні напрями розвитку українського політичного ринку, які в подальшому забезпечуватимуть високу якість політичного товару, посилюватимуть конкурентноздатність суб’єктів політичного ринку, підвищуватимуть рівень їх політичних взаємодій, сприятимуть вдосконаленню технологій політичного маркетингу та професійного політичного консультування у відповідності до національних інтересів держави.

    Ключові слова: політичний маркетинг, політичний ринок, технології політичного маркетингу, політичні комунікації, політичний консалтинг.

    Золотухин Э. В. Политический маркетинг в современной Украине. – Рукопись.

    Диссертация на соискание ученой степени кандидата политических наук по специальности 23.00.02 – политические институты и процессы. – Днепропетровский национальный университет. Днепропетровск, 2008.

    Предложены перспективные направления развития украинского политического рынка, которые в дальнейшем будут обеспечивать высокое качество политического товара, усиливать конкурентоспособность субъектов политического рынка, повышать уровень их политических взаимодействий, способствовать совершенствованию технологий политического маркетинга и профессионального политического консультирования в соответствии с национальными интересами государства.

    Ключевые слова: политический маркетинг, политический рынок, технологии политического маркетинга, политические коммуникации, политический консалтинг.

    Zolotukhin E. V. – Political marketing in modern Ukraine. - Manuscript.

    The dissertation for candidate’s degree for specialty 23.00.02 – political institutions and processes. - Dnipropetrovsk National University. Dnipropetrovsk, 2008.

    The dissertation is devoted to researching of theoretical and methodological fundamentals and Ukrainian practices of political marketing. According to the author total technologies for form, organization, governing and control of political market in Ukraine are called “political marketing”. This research studies marketing technologies dimension of political market and specifics of implementation of manipulative scenarios within political processes.

    In the dissertation the term “political marketing” is made more precise and is defined as whole range of interactions between subject and object of manipulative process within concrete manipulative space. The interactions occur for the purpose of formation or correction of existing stereotypes, values, political attitudes and behavioral reactions and serve the interests of the speaker, who tends to obtain political dominance or victory. The dissertation proves that Ukrainian policy is a market, where there are many consumer goods (image, political parties, and revolutions), customers (state and private) and active buyers.

    The author admits that political competition (for example “Orange revolution” in Ukraine) is fulfilled via marketing technologies of manipulation which allow creation of symbolic reality that will never be put into practice. In the course of time the “buyers” realize that their feelings, motives and emotions were used by politicians. As a result, the buyers give the politicians a non-confidence vote which leads to aggravation of conflicts and appearance of conditions for deviant behavior.

    The author states that with the deficit of qualitative transformations in Ukraine, political manipulations are the main instrument of political management.

    Additionally the author describes the mechanism of informational, electoral, and sociological technologies of political marketing, defines the way of verbal influence on emotional or rational elements of consciousness. The dissertation explores the political technologies – the complex of the marketing technologies used in the political realm (technologies of political management and state administration, technologies of electoral campaigns, communicational technologies, etc.)

    The essence of political marketing technologies is defined by the sphere of their application; they are the special type of the social technologies used in the political realm, their specifics being determined by the nature of а political regime. Basic feature of the political marketing technologies of the transitional society is creation of the symbiotic complex of post-modernist communicational technologies, technologies of formal democracy and technologies dating back to the authoritarian social regimes of the industrial era.

    The specific of this research work is its wide practical basis. It contains analysis of the already known results of the conducted investigations and the sociological surveys held in Ukraine since it gained independence. The author is the first to use unpublished results of the public opinion poll in Ukraine on topical issues of the socio-political life of the country. It allows him to define the main and practical conclusions concerning peculiar features and future development trends of political marketing and political consulting in Ukraine.

    Key words: political marketing, political market, technology of political marketing, political communications, political consulting.

    Політичний маркетинг в сучасній Україні