BEHIND THE SCENES OF THE ELECTIONS: FORMING AN EMOTIONAL CONNECTION AS AN ELECTORAL STRATEGY OF POLITICAL LEADERS AND PARTIES

The formation of an emotional connection as an electoral strategy of political leaders and parties is studied. The previously identified markers of the formation of an emotional connection were supplemented, and an analysis of pre-election videos of political forces was carried out. The found markers were counted and analyzed. It has been established that the formation of an emotional connection can be a key factor in electoral success, and commercials are becoming an increasingly important tool of electoral mobilization.