TY - JOUR

T1 - Promotion of Ideology of Protest in the Tactical Media

T2 - Journal of Political Marketing

AU - Vinogradova, Svetlana Michailovna

AU - Melnik, Galina Sergeevna

AU - Shaldenkova, Tatyana Yurievna

N1 - Vinogradova, S. M., Melnik, G. S., & Shaldenkova, T. Y. (2020). Promotion of Ideology of Protest in the Tactical Media//Journal of Political Marketing, vol 18, issue 4 ISSN (печатное издание): 1537-7857 DOI: 10.100/15377857.2020.1724422

PY - 2020

Y1 - 2020

N2 - 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.

AB - 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.

KW - IDEOLOGY, LANGUAGE, MOBILIZATION, POLITICAL MARKETING, POSITIONING, PROMOTION, PROTEST TECHNOLOGY, SEGMENTATION, TACTICAL MEDIA

KW - Ideology

KW - language

KW - mobilization

KW - political marketing

KW - positioning

KW - promotion

KW - protest technology

KW - segmentation

KW - tactical media

UR - https://www.tandfonline.com/doi/full/10.1080/15377857.2020.1724422

UR - http://www.scopus.com/inward/record.url?scp=85082955723&partnerID=8YFLogxK

U2 - https://www.tandfonline.com/doi/abs/10.1080/15377857.2020.1724422

DO - https://www.tandfonline.com/doi/abs/10.1080/15377857.2020.1724422

M3 - Article

VL - 18

JO - Journal of Political Marketing

JF - Journal of Political Marketing

SN - 1537-7857

IS - 4

ER -