TV Talk Shows and Electoral Outcome: Branding Russian Political Parties

Reviewed to the impact of TV talk shows on the perception of political party brands in Russia. Research focuses on the methods of brand development and promotion of political party brands in Russia, particularly through socio-political talk shows on television. We conducted a longitudinal comparative analysis of the media representation of deputies from various parties in 2019 and 2021, along with a qualitative study of politicians’ performances in 2023 across three federal channels: Channel One, Russia 1, and NTV. Based on our findings, we propose a two-stage model for analyzing the branding of politicians in television broadcasts. The study found that socio-political talk shows have a significant impact on both personal and political image formation. However, not all political parties take advantage of this opportunity to promote their image through broadcasts. The availability of administrative resources is not always a determining factor in a party’s success in branding. This work aims to enhance the understanding of the mechanisms involved in political promotion and branding, which is especially pertinent to Russian political practice as we approach the next electoral cycle. In light of this, the article underscores the necessity for further research to refine communication strategies between political parties and the public. © Dolgova Yu.I., Sazhina V.V., Algavi L.O., 2025.