Article Information

ELECTION CAMPAIGNS AND CIVIL ACTIVISM IN CONDITIONS OF DIGITAL GAMIFICATION

Natalya Kolesnik (n.kolesnik@socinst.ru)

Sociological Institute of the RAS — Branch of the Federal Center of Theoretical and Applied Sociology of the Russian Academy of Sciences (SI RAS — FCTAS RAS), Saint Petersburg, Russia

Citation: Kolesnik N. (2021) Izbiratel'nyye kampanii i grazhdanskiy aktivizm v usloviyakh tsifrovoy geymifikatsii [Election campaigns and civil activism in conditions of digital gamification]. Zhurnal sotsiologii i sotsialnoy antropologii [The Journal of Sociology and Social Anthropology], 24(3): 144–168 (in Russian). https://doi.org/10.31119/jssa.2021.24.3.7

Abstract. The article discusses the impact of the process of digitalization and gamification on political institutions. In particular, using the example of election campaigns, the penetration of elements of game mechanics is analyzed, when, starting from the procedure of registering candidates and ending with the counting of votes, not only the candidate for deputy, but also the voters themselves, are in the status of players. The purpose of this work is to show the mutual influence of digital gamification and the political process (on the example of election campaigns) and how the game elements are refracted in political practices. Gamification and traces of "game mechanics" in an explicit and latent form in election campaigns are the subject of this study and they allow us: 1) to understand the technology of penetration of game practices into politics, 2) to determine the contours of policy changes under the influence of the game, 3) to identify the main elements of game mechanics (objects, characters, situations, rules of a game), 4) to define new zones in politics, agents that were not previously mediated by game mechanics and digital technologies. To assess the scale of gamification and its variable consequences, the study considered several cases which were selected based on the maximum contrast (the case of Russian, American and European election campaigns).

Keywords: politics, digitalization, gamification, election campaign, elections, civil activism, media, political communications.

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