Abstract

The article examines the key principles of the Party and social interaction in the area of social and political communication. Establish optimal communication between parties and citizens. The question of the prospects of the party-public interaction in modern Ukraine. Party-civil interaction in the context of political communication becomes a key value because of increasing of opportunities and the role of civil support for future organizational growth and achievement of competitive advantages in the fight for power. The nature of modern political communication notes multichannel transmission of information and its diversity. The reducing of the effectiveness of media’s impact, the increase of competition in the information field, fragmentation of target groups, becomes important the direct personal communication as the most effective way of broadcasting policy proposals and program provisions of political forces, as it differs by targeted direction and emotional impact on creating a positive image of political parties. Understanding by modern experts the meaning of Internet communications based on several objective features. Online interaction between parties and civil society is dynamic, it est such that is constantly updated. It also reflects the objective state of public opinion in accordance with the positions of individual citizens. The increasing of the number of Internet users makes political parties to change the information format. In this regard, the ruling and opposition party print media is losing its value. In addition, the message from the opposition parties to citizens become dialogic, that again implies a change in the form of information in accordance with the restructuring of the public. Form of communication interaction of modern political parties and civil society is defined as the search for new approaches to individualized objective perception of political information through Internet channels. Therefore, the media’s attitude to the « official information « as manipulative information forces political parties to seek not only techniques to avoid filters rational- critical perception, but also the filters of general democratic demands. Therefore, the main approach to the formulation of ideological and programmatic positions of political parties on the Internet has to be communication with the citizen and attempts to convince him through communicative means. Under these conditions become important political marketing technologies that enable even small political forces in post-Soviet countries to choose their political strategy of information submission in accordance with the segmentation of society, and develop their own brand. Experience of more than twenty years of party-political communication in the former Soviet Union countries led to the assimilation of the basic models of political marketing communication. In the fierce competition for the attention of citizens and social structures modern political parties use the full range of communication effects. Party branding includes not only its essential features, but is based on precise objective preferences of the population and the imperatives of the political process. The purpose of targeted communication actions involving the full range of information technology is to create sustainable and positive image of the party. The key concept of informational influence upon the minds of the citizens of the party is the current state of their consciousness and existing holistic structures political perception. Psychological perception of the party considers the cumulative experience of civil structures and their psychological orientation. In addition, the party brand management takes into account the political behavior of individual county, country and sociocultural characteristics. Implementation party-civil communication in contemporary Ukraine involves a large number of events with the latest technologies of party building and optimization of party structures. Party activities in interaction with the civil society is an important field of action compared to cooperating with the authorities, participation in political governance.