Promotion of Ideology of Protest in the Tactical Media: Journal of Political Marketing

Svetlana Michailovna Vinogradova, Galina Sergeevna Melnik, Tatyana Yurievna Shaldenkova

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


This article focuses on identifying the specifics of the new segment of online media—tactical media. We study the information and organizational resources of the media in promoting the ideology of political protest and implementation of political projects in the media activist practices. Our article focuses on the identification of formational features of tactical media, on the clarification of the category of tactical media, which began to play an important role in mobilizing the political processes and on the definition of their functions in the global information space. The availability of the newest information technologies for a wide range of users made relatively easy the creation of an electronic newspaper or any other mass media product. Tactical media have proven to be cost-effective and technologically advanced communication tools, which include a free radio and mini-FM, cable TV, etc. The definition of “tactical” emphasizes the mobility of these media, which gives the advantage over such “strategic” players, as the big business and the state. Their activity demonstrates the dialectic of global and local, by other words, the tendency of glocalization.

Translated title of the contributionПродвижение идеологии протеста в Тактических медиа
Original languageEnglish
Number of pages14
JournalJournal of Political Marketing
Issue number4
Early online date25 Mar 2020
StatePublished - 2020

Scopus subject areas

  • Psychology(all)
  • Marketing
  • Sociology and Political Science


  • Ideology
  • language
  • mobilization
  • political marketing
  • positioning
  • promotion
  • protest technology
  • segmentation
  • tactical media

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