The Formation of an Election Campaign Project in the Context of Digitalization Based on the ABCD Model

This article examines the mechanisms for using new tools, strategic planning models, and tactical decision practices that are being introduced into the electoral process under the influence of digitalization. The aim of this study will be to study a special case of the implementation of a project approach based on the digital adaptation of Asset-Based Community Development – the theory of community development based on existing assets (hereinafter abbreviated as ABCD). Such an approach is the first attempt to implement the ABCD model in an election campaign project, which is the undoubted novelty of the study. The endogenous basis of the ABCD model, which assumes the construction of a project based on the community itself, leads to a significant minimization of resource costs and thereby increases the sustainability of the election campaign project. The article shows that the digitalization of political activity has made possible the proposed inclusion of the ABCD model in electoral processes, since the community from whose assets the project is being built is a virtual community. The most important elements of the proposed model for building an election campaign project are the formation of the value unity of the project community team and the compilation of an asset map.