молодые депутаты,
цифровой имидж,
политическая коммуникация,
«Телеграм»,
самопрезентация,
лингводискурсивный анализ,
персонализация,
медийные стратегии,
цифровая риторика,
образ политика,
«Концептоскоп»,
Госдума РФ VIII созыва,
цифровая социально-политическая повестка дня
Abstract
The article explores the digital image of young deputies of the State Duma of the Russian Federation (8th convocation) in the context of active mediatization of politics and development of digital communication channels. The relevance of the research is due to the transformation of the mechanisms of political representation and the need for a deep understanding of the self-presentation strategies of young parliamentarians representing a new generation of political actors. The purpose of the research is to identify image constants and variables in the digital discourse of young deputies, to identify factors influencing the degree of personalization, emotionality and trust formed in the processes of telegram communication in 2024. The open data of telegram channels of ten deputies of the State Duma of the Russian Federation of the VIII convocation aged from 21 to 35 years are used as an empirical base; the volume of the collected data made more than 283,000 units of digital content. The research is based on a theoretical and methodological complex that includes the concepts of mediatization of politics, digital rhetoric, e-democracy and the digital socio-political agenda. The methods used were automated linguistic and discursive analysis, thematic modeling, and evaluation evaluating the tone of messages using NLP tools and the Conceptoscope analytical software package. The results of the analysis allow to establish that the digital image of young deputies is formed at the junction of stable discursive themes (patriotism, youth support, positive attitude) and individual strategies depending on professional experience, party affiliation and regional specifics. Personalized and emotionally intense communications demonstrate a high potential for building trust, while rational and institutional images emphasize expertise. In the study, “Telegram” acts as a significant platform for political representation, which makes it possible to identify modern patterns of digital image formation. The article concludes with practical recommendations on optimizing the digital self-presentation of deputies in order to increase the openness of their public activities and increase trust.
