THE PROBLEM OF EVALUATING THE EFFECTIVENESS OF POLITICAL COMMUNICATIONS IN SOCIAL MEDIA

The article deals with the problems of analyzing political communications in social media carried out conditions global instability and a sharp increase international interregional confrontation caused, addition to reasons, by competition for dwindling resources. In such conditions, manipulative technologies are spreading extremely dynamically value foundations politics being lost. key characteristics network communication are: anonymity, non-normativity non-linearity, which greatly complicates conduct an analysis. An even more difficult research task is evaluate effectiveness this kind communication. Analyzing complexity conceptualization operationalization communication, author suggests using term «communicative effectiveness», methodological prerequisites theory agreements presented works modern French neo-institutionalists: L. Boltyansky, Theveno, O. Favoro, etc. Having illustrated his analysis several cases recent years, comes conclusion that it necessary assign category «trust» central criteria evaluating