Digital Mechanisms of Network Public Communication between Government and Society (on the Example of the Yaroslavl Region)

This article examines the ecosystem of interaction between government and society through social network sites, which is one of the mechanisms of modern public network management. The principles of network communication imply the rejection of a hierarchical structure of management and control, the formation of a contractual basis between citizens and the authorities on the basis of openness and common goals and values. The article considers the ecosystem of digital mechanisms of public communication between the government and society, which are represented by diverse and multi-level agents of power acting as repeaters of public sentiment and requests in social network sites.In order to identify the features of the ecosystem of communication between government and society in social networks, an empirical study was conducted using the example of the Yaroslavl region using political science tools, in particular, such methods as event analysis, content analysis and network analysis. The study involves considering the pages in social network sites of the following government agents: the official page of the Governor of the Yaroslavl region, mayors of major cities of the region (Yaroslavl, Rybinsk, Pereslavl-Zalessky). As part of the analysis, the topics of publications /messages of government agents /citizens and the effectiveness of processing citizens' requests by agents will be revealed. As a result of the study, the coefficient of the coefficient of involvement of government agents in online communication with the population was developed.