PECULIARITIES OF PSYCHOLOGICAL INFLUENCE AND MANIPULATION IN SOCIAL NETWORKS ON THE FORMATION OF POLITICAL DISCOURSE

Abstract. The article explores the peculiarities of psychological influence and manipulation in social media on the formation of political discourse. The authors analyse the main methods of manipulation, including targeting, personalisation of content, the use of fake news and information bubbles, and their impact on public opinion. The article uses dialectical and comparative legal methods, as well as case studies to achieve its results. The article discusses in detail examples of political manipulation, in particular during the Russian- Ukrainian war, and suggests ways to neutralise these influences through the development of media literacy, the use of technology to detect fake news and strengthening media accountability. The findings contribute to the development of strategies to counter manipulation in the digital environment.