рус eng
«IZVESTIYA IRKUTSKOGO GOSUDARSTVENNOGO UNIVERSITETA». SERIYA «POLITOLOGIYA. RELIGIOVEDENIE»
«THE BULLETIN OF IRKUTSK STATE UNIVERSITY». SERIES «POLITICAL SCIENCE AND RELIGION STUDIES»
ISSN 2073-3380 (Print)

List of issues > Series «Political Science and Religion Studies». 2025. Vol 54

Communication Strategies of Municipal Deputies and Electoral Preferences of Young People: A Comparative Analysis (on the Example of Tomsk)

Author(s)

A. Yu. Krasnoperov1, A. V. Yuvkovetsky2

1 National Research Tomsk State University, Tomsk, Russian Federation

2 Tomsk University of Control Systems and Radio Electronics, Tomsk, Russian Federation

Abstract
Given the documented increase in youth voter turnout and their demonstrated capacity to influence election outcomes, as evidenced by recent scientific publications, this study underscores the discrepancy between the communication practices of municipal deputies and the political demands and expectations of young voters. The objective of the present article is to analyze the correspondence of the communication strategies employed by Tomsk City Duma deputies with the electoral preferences of young people aged 18-24 in the period leading up to the 2025 elections. The novelty of the study lies in its comprehensive methodological approach: parsing and content analysis of personal social networks and media publications are used to study the strategies of deputies, while focus groups are used to identify the preferences of young people. The conclusions drawn from this analysis indicate that deputies primarily prioritize the local economic agenda, do not specifically target young people as a priority audience, and employ a formal, reporting style of communication. Consequently, young people anticipate that politicians will engage in discourse regarding issues that are of importance to them, engage in transparent dialogue, and provide substantive content on social media platforms. It is important to acknowledge that the existing communication gap has the potential to disillusion young voters, render them vulnerable to the influence of opposition forces, and result in reduced voter turnout in the upcoming elections.
About the Authors

Krasnoperov Anton Yurievich, Candidate of Sciences (Political Science), Associate Professor, Department of Political Science National Research Tomsk State University 36, Lenin Ave., Tomsk, 634050, Russian Federation e-mail: krasnopyorov.anton@gmail.com 

Yuvkovetsky Anton Vladimirovich, Specialist in Youth Work, Department of Social Affairs Tomsk University of Control Systems and Radio Electronics 40, Lenin ave., Tomsk, 634050, Russian Federation e-mail: anton136@inbox.ru 

For citation
Krasnoperov A.Yu., Yuvkovetsky A.V. Communication Strategies of Municipal Deputies and Electoral Preferences of Young People: a Comparative Analysis (on the Example of Tomsk). The Bulletin of Irkutsk State University. Series Political Science and Religion Studies, 2025, vol. 54, pp. 35-48. https://doi.org/10.26516/2073-3380.2025.54.35 (in Russian)
Keywords
deputies, municipal government, social networks, youth, communication, elections, Tomsk.
UDC
32.019.5:324
DOI
https://doi.org/10.26516/2073-3380.2025.54.35
References
  1. Abramovskiy I.S., Ogurtsova E.V. Sotsialnye seti munitsipalnykh deputatov: problemy i perspektivy (primer g. Yaroslavlya) [Social networks of municipal deputies: problems and prospects (case of Yaroslavl)]. Via in tempore. History and Political Science, 2021, vol. 48, no. 4, pp. 933-941. (in Russian)
  2. Barsukova S.Yu., Zvyagintseva A.V., Laptieva L.S., Safiullina E.I. Motivy uchastiya molodezhi v izbiratel'nykh kampaniyakh [Motivations of youth participation in electoral campaigns]. Monitoring of Public Opinion: Economic and Social Changes, 2021, no. 4, pp. 300-318. (in Russian)
  3. Brodovskaya E.V., Huang T. Tsifrovoe pokolenie: grazhdanskaya mobilizatsiya i politicheskiy protest rossiyskoy molodezhi [The digital generation: civic mobilization and political protest of Russian youth]. Monitoring of Public Opinion: Economic and Social Changes, 2019, no. 5, pp. 3-18. (in Russian)
  4. Didkovskaya Ya.V., Dikran E.M. Sotsialnye i politicheskie nastroeniya gorodskoy molodezhi v kontekste ee tsennostnykh orientatsiy (Na primere Ekaterinburga i Khabarovska) [Social and political sentiments of urban youth in the context of their value orientations (the case of Ekaterinburg and Khabarovsk)]. XXIII Ural Sociological Readings. Personality, Culture, Society: Heritage of L.N. Kogan and Modernity. Proceedings of the All-Russian Scientific and Practical Conference (Ekaterinburg, March 17–18, 2023). Ekaterinburg, Ural University Press, 2023, pp. 178-183. (in Russian)
  5. Ezhov D.A. Aktualnye tendentsii i faktory elektoralnoy aktivnosti rossiyskoy molodezhi [Current trends and factors of electoral activity of Russian youth]. Azimuth of Scientific Research: Economics and Management, 2018, vol. 7, no. 7(24), pp. 356-358. (in Russian) 
  6. Korgunyuk Yu.G., Ross K. Politicheskie predpochteniya molodykh izbirateley v sovremennoy Rossii [Political preferences of young voters in contemporary Russia]. Politeia, 2023, no. 2, pp. 77-112. (in Russian)
  7. Krasnoperov A.Yu. Munitsipalyne organy vlasti kak subyekty massovoy setevoy kommunikatsii v informatsionnuyu epokhu [Municipal authorities as subjects of mass network communication in the information age]. Tomsk State University Journal. Philosophy. Sociology. Political Science, 2023, no. 74, pp. 224-233. (in Russian)
  8. Krasnoperov A.Yu. Personalnye Telegram-kanaly politicheskikh deyateley v Tomskoy oblasti v mezhvybornyy period [Personal Telegram channels of political figures in Tomsk oblast in the inter-election period]. Rossiyskaya politika v usloviyakh sovremennoy mezhdunarodno-politicheskoy napryazhennosti: instituty, tendentsii, transformatsii [Russian Politics under Modern International Political Tensions: Institutions, Trends, Transformations]. Materials of the 2nd All-Russian Scientific and Practical Conference, Donetsk State University. Donetsk, Donetsk State University, 2024, pp. 156-159. (in Russian)
  9. Levina E.V. Rol sotsialnykh setey v formirovanii elektoralnogo potentsiala molodezhi [The role of social media in shaping the electoral potential of youth]. Economy and Society: Modern Development Models, 2021, vol. 11, no. 2, pp. 129-140. (in Russian)
  10. Pyrma R.V. Elektoralnaya aktivnosti molodezhi v SShA, Velikobritanii, Frantsii, Germanii i Rossii [Youth electoral activity in the USA, UK, France, Germany and Russia]. Politeia, 2019, no. 4 (95), pp. 188-204. (in Russian)
  11. Pyrma R.V. Elektoralnoe uchastie molodezhi v vyborakh Prezidenta Rossii 2018 goda [Youth electoral participation in the 2018 Russian presidential election]. Humanities. Bulletin of the Financial University, 2019, no. 9(2), pp. 50-57. (in Russian)
  12. Redko G.V., Eremeeva A.A. Kommunikativnaya strategiya kak strategiya ponimaniya i interpretatsii smysla [Communicative strategy as a strategy of understanding and interpretation of meaning]. Bulletin of Astrakhan State University, 2017, no. 4(207), pp. 108-113. (in Russian)
  13. Savchuk G.A., Bannykh G.A., Kulpin S.V., Kurashov R.M. Kommunikatsiya studencheskoy molodezhi s organami mestnogo samoupravleniya v sotsialnykh media [Communication between student youth and local self-government bodies in social media]. Scientific Result. Sociology and Management, 2024, vol. 10, no. 3, pp. 168-183. (in Russian)
  14. Semenova M.G. Kommunikativnaya strategiya sotsialnoy reklamy: mediapredpochteniya studencheskoy molodezhi [Communicative strategy of social advertising: media preferences of student youth]. Issues of Journalism, Pedagogy, and Linguistics, 2024, vol. 43, no. 3, pp. 291-300. (in Russian)
  15. Solosina M.I. Pokolencheskie osobennosti uchastiya v sotsialno-politicheskikh protsessakh [Generational features of participation in socio-political processes]. Scientific Result. Sociology and Management, 2021, vol. 7, no. 3, pp. 90-103. (in Russian)
  16. Shapovalova I.S., Valieva I.N. Faktornye modeli prinyatiya politicheskikh resheniy i vybora [Factor models of political decision-making and choice]. Scientific Result. Sociology and Management, 2022, vol. 8, no. 4, pp. 71-88.
  17. Alifatunnisa H, Azzhahra M., Nurfalah F. Political Communication Strategies in the Digital Era For Generation Z Voters. Edunity (Publikasiku Publisher), 2024, vol. 3(11), pp. 1026-1036.

Full text (russian)