Scientific Paradigms in the Study of Political Communication

Communication has been one of the factors highlighted for its importance in the political world, and in recent times, its relevance has increased due to the rapid development of society. This article analyzes various scientific paradigms of studying political communication - classical, structural, institutional, behavioral, and digital approaches. It should be noted that each paradigm is unique in its own way, and therefore they study political communication from different perspectives. The article also analyzes the development of political communication and the impact of globalism on its paradigms. The article emphasizes the importance of paradigms to adapt to the changing policy environment and the communication channels used therein.