Scientific Notes of V.I. Vernadsky Crimean Federal University. Philological sciences Scientific Notes of V.I. Vernadsky Crimean Federal University. Philological sciences Ученые записки Крымского федерального университета имени В. И. Вернадского. Филологические науки 2413-1679 109144 10.29039/2413-1679-2025-11-4-193-201 Теория, история, стратегии развития социальных коммуникаций Theory, history, strategies for the development of social communications Теория, история, стратегии развития социальных коммуникаций INFORMATION SUPPORT FOR CIVIC PARTICIPATION PROGRAMS IN SOCIAL MEDIA (ON THE EXAMPLE OF PARTICIPATORY BUDGETING PROGRAMM IN THE REPUBLIC OF CRIMEA) ИНФОРМАЦИОННОЕ СОПРОВОЖДЕНИЕ ПРОГРАММ ГРАЖДАНСКОГО УЧАСТИЯ В СОЦИАЛЬНЫХ МЕДИА (НА ПРИМЕРЕ ПРОГРАММЫ ИНИЦИАТИВНОГО БЮДЖЕТИРОВАНИЯ В РЕСПУБЛИКЕ КРЫМ) Сурган М. А. Surgan M. A. Крымский инженерно-педагогический университет имени Февзи Якубова Россия Крымский инженерно-педагогический университет имени Февзи Якубова Russian Federation 02 12 2025 02 12 2025 11 4 193 201 02 12 2025 https://sn-philol.cfuv.ru/информационное-сопровождение-програ/

Распространение социальных сетей привело к трансформации форм коммуникации между гражданами и органами власти. Социальные медиа становятся не только каналами информирования, но и инструментами стимулирования гражданского участия. В статье рассматриваются особенности использования социальных сетей в целях информационного сопровождения и популяризации программы инициативного бюджетирования в Республике Крым. Анализ базируется на данных о публикационной активности официальных сообществ программы во ВКонтакте, Одноклассниках и Телеграм в период с февраля по июнь 2025 г. Учтены показатели вовлеченности аудитории (лайки, репосты, комментарии, просмотры), типы публикаций, динамика активности, особенности подачи контента. Выявлено, что на всех платформах преобладают информационные и отчетные публикации, однако объем мотивационного контента варьируется. Полученные результаты позволяют также обозначить отличия в коммуникационных стратегиях на разных платформах. Выявлена тенденция использования социальных сетей преимущественно как инструментов односторонней публичной коммуникации. Статья подчеркивает необходимость разработки дифференцированных контент стратегий для повышения эффективности вовлечения населения в выдвижение гражданских инициатив.

Modern society is undergoing a transformation in the forms of communication between citizens and public authorities, driven by the development of digital technologies and the proliferation of social media. Social media platforms have become not only channels for disseminating information but also tools for fostering civic engagement. This article explores the use of social media for informational support and promotion of the participatory budgeting program in the Republic of Crimea. The analysis is based on data related to the publication activity of the program’s official communities on VKontakte, Odnoklassniki, and Telegram from February to June 2025. The study considers audience engagement metrics (likes, reposts, comments, views), types of publications, activity dynamics, and content presentation formats. Informational and reporting publications prevail across all platforms, although the volume of motivational content varies. The findings also reveal differences in communication strategies across social media platforms. A clear tendency has been identified: social media are used primarily as tools of one-way public communication. The article emphasizes the importance of developing differentiated content strategies to increase the effectiveness of citizen engagement in civic initiatives.

 социальные медиа гражданские инициативы инициативное бюджетирование коммуникационная стратегия Республика Крым social media civic initiatives participatory budgeting communication strategy Republic of Crimea.

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