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United by Inattention?: A Study of the Official Group of the Party United Russia on the Social Network Vkontakte
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This study analyzes the official Vkontakte group of United Russia during the period of January 10 – April 10, 2013. Parliamentary majorities of United Russia have been a pillar of the Russian political regime which, despite being undemocratic, is still characterized by considerable competition. Therefore, the study draws upon the two-way symmetrical model of public relations which is compatible with the catch-all character of the party and the horizontal, open-ended nature of social networks. According to the model, an organization wishing to build an attractive image should communicate with its publics in a two-way fashion and be ready to change in accordance with people’s preferences.


The method of content analysis is employed in the study in order to establish instances of two-way communication between the members of the group and its moderators. Special attention is paid to discussions regarding legislation since such conversations can clearly evidence that the party is ready to react to ordinary people’s interests and preferences. However, according to the findings of the study, the users’ messages seldom received feedback and almost all of their suggestions and questions regarding legislation were ignored.

Place, publisher, year, edition, pages
2013. , 89 p.
Keyword [en]
public relations, two-way communication, social networks, Russian politics, United Russia, Vkontakte
National Category
Media Studies
URN: urn:nbn:se:kau:diva-28520Local ID: MK:4OAI: diva2:637821
Subject / course
Media and Communication Studies
Educational program
Master Programme with a Profile in Global Media Studies, 120 hp
2013-06-04, 13:00
Available from: 2013-08-22 Created: 2013-07-22 Last updated: 2013-08-22Bibliographically approved

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