Abstract

The article depicts the study of political communications in the social web, coined politics 2.0 that presents the object of research with its subject to reveal and formalize the particularities in use of the YouTube channel by Ukrainian politicians. The automated quantitative analysis is chosen as the main method of research. The research objective is to study the effectiveness of YouTube channel in political communications in Ukraine. The main results obtained: simultaneously with social networks, the YouTube channel presents an effective tool of the official virtual office of the politician, providing him with a constant connection with his audience at the extremely low cost of the resource itself. When assessing the effectiveness of communications on the channel, such quantitative indicators and their proportions as "comment", "re-post" and "like / dislike" can be used. The most popular content on the Ukrainian politicians profiles is news content. The analysis also reveals that if a politician wants to be an effective leader, then he should be in constant dialogue with his/her audience, and not be mute with its citizenry.

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