Features of communication technologies used in the public sphere

We are looking at a fundamental increase in the influence of ICTs on the political process. The introduction of new media technologies leads to a new form of political communication that lends itself to be managed more by the individual citizen. The electorate is supposed to be informed about political programs, policy issues and political candidates (contenders and/or political parties), and on the other hand, the government are supposed to know the needs and requests of their own people [1].

With the release of new techniques and tools of communication, there has been a radical acceleration in news cycles, along with a suitable reduction in the time for processing and producing information in general and political information in particular. In addition, modern ICTs have made massive coverage, giving a fresh form, character and dynamics to political and cultural processes. In this connection it is necessary to consider all possible directions of using Internet technologies in the political-communicative sphere, and also to note the factors of their implementation?[2].

The introduction of Online has expanded the ability to coordinate political decisions by connecting all sorts of sectors of the population to it. This change in political communication introduces profound political and social changes, such as [3]:

• Improving the lives of the less sought after and more needy millions of people around the world;
• easier access to health care and education;
• conserving and distributing resources;
• increasing the role of the population in decision-making processes.

New technologies give actors the opportunity to communicate directly with other actors and with the public. The Internet allows quick access to the necessary political information through directories, portals, and search engines. Internet, as a public space without any restrictions, makes it possible for the government to publish, implement and evaluate the results of its decisions, based on public opinion. For the adepts of the opposition side, the Internet also enables them to find followers to support and implement their political views [3].

The coming of web resources has constructively changed discourses in political communication.?Based on research on the implementation of ICTs in state institutions, some important points can be pointed out to identify effective political communication [4]:

• "the first steps" of the establishment of political communication in the "online" (1990s) helped to identify that political subjects quickly consumed the Internet space, namely the World Wide Web or WWW. Most interactions with the Internet followed the logic of older models of communication from a single web page, which is needed to communicate with the public;?
• In the mid-2000s this type of interaction was critiqued, and today we have a new round of "digital communication;?
• political organizations and institutions face the more difficult task of publishing information through new forms of media (forums and blogs);?
• the success of the goals and objectives of the political actors becomes dependent on the found new social spaces to address the target audience in a credible and timely manner through Web 2.0 technologies.

We can identify trends in the fragmentation of social space: Conflicting stable preferences among users; seeking influential opinion or information. Web 2.0 technology at the base of modern political communication gives the small to be heard and get more attention. The internet gives some groups the ability to use much more budgetary resources to target a global audience in order to promote their ideas. The most effective communication tool (undistorted, always direct, with a feedback channel) for political actors today does not exist?[5].

Successful propaganda in the media makes it possible to convince the public that the issues at stake concern them, emphasizing the social, political, economic and cultural nuances of the problems, but also the importance of taking part, expanding the rights and opportunities of every person in addressing or advancing the issue addressed [6].

Today, the market for mass communication as well as the transformation of political and social systems is reflected in the speed of change and development of society itself. Earlier famous media technologies are migrating to the global Internet, and print media technologies are becoming smaller. Podcasters and bloggers are now the focus of interest. The PR community views these media as controlled content used to influence the understanding, and later the behavior, of target audiences [7]. Every day attracts the attention of some video on YouTube or TikTok of the target audience. Powerful social media strategies can really put a political party out of competition and provide an opportunity to harden leadership positions to reach a larger target audience.

Podcasting is an equally effective social media tool. According to a study by InfoWorld, it is an effective method for the public to get information. Podcasting gives control over the creation and exchange of information. It is possible to calculate how many users have used this technology to get the necessary information.

In addition to blogging and podcasts, ancillary social media such as:

• SEO;?
• webinars;
• Webcasting;
• RSS news feeds.?

Research in recent years has made it clear that not only is the Internet creating new types of genres, but genres themselves are changing, going through all the stages of digitalization. It has been observed that all kinds of fresh forms of communication have been introduced since the beginning of the digital age, in response to the growing need to involve people in the political process. From this we can conclude that the creation of e-government is an important step in correcting the situation of political communication and the realization of a single democratic center of influence on any decision-making [8].

As a rule, there are three main directions related to the realization of the goals of e-government [9]:

• Communication between state institutions (government to government);?
• communication between the state apparatus and business structures (government to business);
• communication between state institutions and the public (government to citizen).

Communication between government institutions helps to increase the efficiency of their work. The direction of communication between the government and business structures means increasing the efficiency of interaction between state authorities and commercial structures, creating criteria for the development of e-commerce mechanisms, modernization of procedures in areas such as Taxation, Record Keeping, Customs.?

The third direction of communication between state institutions and the public (G2C) provides the right of citizens to free search, get, send, create and share information. In this direction, e-government implies by default an increase in the level of communication in the sphere of government services with the smallest amount of time and money. This should stimulate an activity of citizens in the sphere of political decision-making [10].

The creation of e-government makes it possible to conclude about the concept of combined (deliberative) democracy, the main idea of which is democratic decision-making based on public discussion. That is, deliberative democracy focuses on the decision-making process and the dialogue of citizens with each other and with government institutions.

The proposed ICTs focus on changing ineffective forms of political communication, which should stimulate the creation of an informed and active citizenship.?

Taking into account the political communication within e-government, it is possible to identify both the level of growth of technological developments and the level of problem solving.

Political communication tends to become mobile [63].

With the arrival of the Internet in mobile devices there is the possibility of worldwide network connectivity. The development of ICT allows the creation of new e-government at the state and regional levels through Wi-Fi connections. It should be noted that the level of digital divide among political actors remains the main problem on the way to universal communication in the Internet environment. The term "digital divide" can apply to different communities in one country (the internal digital divide) as well as to several countries or regions (the international digital divide) [11].

According to recent research by DataReportal together with We Are Social and Hootsuite, the number of Internet users is constantly growing.?According to the latest Digital 2022 report, the world’s population stands at 7.91 billion in January 2022, with the annual growth rate of 1.0 percent suggesting that this figure will reach 8 billion sometime in mid-2023. Well over half (57.0 percent) of the world’s population now lives in urban areas.

More than two-thirds (67.1 percent) of the world’s population now uses a mobile phone, with unique users reaching 5.31 billion by the start of 2022.

The global total has grown by 1.8 percent over the past year, with 95 million new mobile users since this time last year. Global social media users have grown by more than 10 percent over the past 12 months, with 424 million new users starting their social media journey during 2021.

The main problems slowing down the development of e-government include: computer illiteracy of citizens; low accessibility of interdepartmental coordination; old understanding of the concept of e-government.?

1. ?Political Science: Textbook for Bachelors / ed. Е. Timermanis. - M.: Publishing house Yurait, 2015.
2. The Psychology of Mass Political Communication: Textbook and Practice for Universities / T. V. Evgenieva. - 2nd ed. amended and supplemented - M., 2017.
3. Political science: textbook for bachelors; ed. Е. Timermanis. - Series: Bachelor. Basic Course. - M.: Publishing house Yurait, 2015.
4. Information and communication technologies in education: monograph; ed.?Badarch Dendev.
5. Ilyina, E. M. Actual technologies of Internet communities in the network paradigm of information society / E. M. Ilyina, M. V. Ilyin - Ippokrena: scientific-methodical journal / Institute of Parliamentarism and Entrepreneurship, 2013.
6. Pocheptsov, G. Propaganda 2.0 / G. Pocheptsov; art-designer.??????????M. S. Mendor. - Kharkiv: Folio, 2018.?
7. Ilyina, E. M. State information policy and the media: a manual / E. M. Ilyina, N. N. Malishevsky. - Minsk: Academy of Administration under the President of the Republic of Belarus, 2009.?
8. Farukshin, M. Kh. From the Culture of Confrontation to the Culture of Dialogue / M. Kh. - Polis. Political Studies, 1992.
9. Dashyan, M. S. The right of information highways / M. S. Dashyan. - M.: Wolters Kluver, 2007.?
10. Kovalenko E.I. Electronic government: current state and prospects of development / E.I. Kovalenko // Constitutional and legal bases of development of the Republic of Belarus as a social state in modern conditions: materials of the international scientific and practical conference, Minsk, October 3-4, 2019 / [editors: G.A. Vasilevich (responsible editor) [etc.]. - Minsk, 2019.
11. Voronenkova, G. F. Digital inequality in the paradigm of scientific discussions in Germany / G. F. Voronenkova [Electronic resource]: Mediaskop, 2016.