Medviedev, YanPiddubnyi, SerhiiПіддубний, Сергій АнатолійовичZaslavska, OlhaPosvistak, OlesiaNalimova, Viktoriia2026-10-062026-10-062026-06-01Political communication in the algorithmic age: Analyzing the tools and systemic implications of digital social media / Yan Medviedev, Serhii Piddubnyi, Olga Zaslavska [et al.] // Multidisciplinary Reviews. – 2026. – Vol. 9. – P. 1–10.2595-3982https://ir.kneu.edu.ua/handle/2010/56741Social media has played an increasingly important role as a communication and activism platform; thus, the subject of this paper is even more relevant. The significance of this issue is emphasized by the situation in international politics that has seen the escalation of conflicts and disputes to include wars, armed collisions and so forth. The war in Ukraine is a hotbed of information warfare, where political communication plays a key role. To a great extent, the internet became indispensable for its population; therefore, understanding the role of social media in shaping public opinion and electoral processes is crucial for political life. The overarching aim of this article is to explain the relationship between social networks and the political sphere from the constructivist scientific paradigm with qualitative studies and quantitative analysis. Electoral marketing and strategies of media incorporation into electoral campaigns are analyzed through a focus on main practices as well as the effects that these practices have on voters. The key to using social platforms in politics is introduced, and a study on the formation of a leadership image is developed. Moreover, much effort is dedicated to detecting such hinderances in the utilization of online social networks that cause political campaigns in an endeavor to suggest methods for better development. This study is in the structure of a literature review that helps us identify key theories and issues central to mobilizing voters using social media in political contestations. The paper is based on a systematic review approach, which allows an in-depth understanding of how social media is used during election campaigns. A great deal of emphasis is also placed on how rapid advances in technology have affected the growth of the digital social environment and its effect on political campaigns as well as civic engagement. The analysis makes clear that digital platforms are taking a politically relevant role as time passes. This calls for an informed, political reaction to the change, which is also inherently ethical in nature.enpopulisminfluence strategieselection campaignspolitical processonline discourseelectoral processArticlehttps://10.31893/multirev.2026spe019