Management potential of the electoral preferences discourse in the context of the communication digitalization

The article is devoted to the popular contemporary theme: the use of the digital technologies in the political processes. Because of the coronavirus pandemic communication is increasingly moved online. The authors conducted a sociological study of the mass attitude to the political digitalization in the context of the coronavirus pandemic. They used the method of the online survey, based on information technologies. The analysis of the results demonstrated that the majority does not accept the use of digital technologies in political processes, especially during the election. A number of significant factors influence the nature of electoral preferences: the contemporary state political regime and its specific features, the actual state youth policy and its specifics, the use some manipulative technologies, etc. This are the main aspects of the research interest to the management potential of the electoral preferences discourse.