This article provides an applied analysis of the social network technologies used by Western IT-companies to exert a direct or indirect influence on political processes. The study focuses on a set of tools that were employed to shape the media landscape during the 2020 presidential election campaign in the United States. Overall, the empirical observations suggest that the largest networking services (such as Facebook, Twitter, Google, YouTube, etc.) more or less contributed to the success of the Democratic candidate.Having studied the relevant U.S. experience, the authors identify a set of manipulative techniques used by social network administrators to form specific electoral attitudes among users. These include blocking accounts; setting up search algorithms to produce pre-programmed results; labeling ideologically objectionable materials as “fake”, “untrustworthy”, “manipulative” and “potentially dangerous”; automatically recommending certain materials for viewing; and removing or pessimizing unwanted content.Seeking to expand their own audience, social networks flood the media space with so-called “partisan” content, which is vigorously welcomed by one part of society and just as vigorously rejected by another. This leads to polarization and radicalization of the masses. The most destructive consequences of this process can be witnessed in the United States, where Democrat and Republican supporters become not just political opponents but real antagonists.Social media, search engines and news aggregators, developing their capacity as political actors, pave the way to a qualitative change in the established electoral practices. The greatest concern is the ability of IT-companies to manipulate the political consciousness and behavior of citizens during crucial election campaigns. Considering this circumstance, the authors raise a question about the need to regulate the political and communication processes unfolding on the Internet platforms.
Media consumption in Ukraine in 2018-2020
