Abstract

Political video advertising on the Internet is a powerful tool of political activity and as an expression of political position of the citizens. It has an ability to mould the youth’s political consciousness, to influence, to manage, to manipulate, to interpret and to construct the political information space. The Russian segment of political Internet space appears to be a reflection of the political needs and interests of politically active citizens. The authors analyze the modern political video advertising on the Internet, the ways and methods of its influence among people, determine trends and potential of its development. Despite the fact that the Internet gives us the tools of presentation of information for consumers, it can no longer use the traditional approach to understanding mass. As the one of the approaches states that the mass - is nothing more than an amorphous, non-structured, non-social set of people. However, the quality of the Internet community is opposite to this statement. The existence of numerous thematic communities divides Internet users to certain groups. And in most cases, these groups can clearly identify their social, religious, demographic or gender, which, in turn, gives us an understanding of what the emphasis should be placed, when you try to create content, to influence this or a different group of users. We expect that the increasing high rate of Internet audience, will entail a qualitative change traditional approaches and channels of mass communication, as well as change the entire social and political order. Now everyone can become a leader among its adherents. The abundance and availability of information strengthens the role of the individual in the political process, enhances the potential for effective control over the actions of governments. That, in turn, is an essential condition for the creation of a democratic state and strong civil society.