HONESTY AND SOCIAL ROLE OF ELECTION CAMPAIGNS DURING POLITICAL ELECTIONS

The author conducts a study of both basic methods and techniques used during election campaigns in Ukraine of late years in this article. The country's policy orientation and the implementation of successful reforms, up to territorial integrity/state sovereignty preservation, will depend entirely on political forces, coming to the central authorities. Therefore, the relevance of this study is indubitable. Ways to attract the electorate, namely: campaigning, political advertising, bribing voters, attracting administrative resources and others are analyzed in detail in the article. An extreme vigilance is paid to the so-called manipulative, having an impact on the voters' consciousness at the emotional-sensory level. Attention is drawn to the fact a large percentage of the electorate makes a political choice under the influence of emotions, being imposed from the outside. At the same time, voters do not pay attention to obvious things, such as personal qualities of candidates or the political power course. Analyzing the election campaigns progress, conducted in recent years, the influence of targeted technologies increases along with the massive, according to the author's emphasis. According to the results of this research, the article states nowadays the main problem of holding fair elections is the Ukrainian electorate political immaturity. Voters are disoriented, being easily amenable to various kinds of manipulations after a series of disappointments in authority. At the same time, the level of electorate political maturity is gradually increasing, which will undoubtedly lead to the voters' resilience against manipulative technologies, as a result of which honest technologies will be used during election campaigns. The article will be beneficial to experts in the political science, sociology and journalism psychology sphere, as well as to a high readership.