Communication Regime during Elections: Factors of Political Influence

Abstract

The article presents the results of a study on Georgia’s communication regime in the context of the 2024 parliamentary elections. It analyzes the communication strategies of the ruling party “Georgian Dream” and the opposition, focusing on the use of media tools to shape public opinion. Special attention is paid to the influence of foreign policy factors, including interactions with Russia, the EU and the United States. The methodology includes structural-functional and systemic approaches as well as discourse analysis, which enables the identification of key trends in communication processes during the election year. The study highlights the role of institutional media regulation based on national and international legislative frameworks. It examines the transformations of discursive practices under the influence of external actors, including EU pressure linked to Georgia’s European integration. The findings demonstrate that pre-election communications have become a battleground for public opinion, with the opposition employing anti- Russian narratives to undermine the ruling elite. Meanwhile, “Georgian Dream’s” policy is characterized by a dual communication strategy maintaining a balance between national and international interests. Currently, the economic soundness and political practicality of Georgia’s ruling party contribute to maintaining the current state of affairs in communication, as criticism from Western organizations has allowed attention to be redirected away from discussions about relations with Russia. This research deepens our understanding of the role communication plays in Georgia’s political life and emphasizes its importance in shaping foreign policy directions and ensuring internal stability.