Використання технології "блокчейн" у політичному маркетингу
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Date
2019
Authors
Россоха, Володимир
Бочаров, Борис
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Abstract
Концептуально обґрунтовано виникнення й становлення політичного маркетингу, запозичені ним методи й комунікації комерційного маркетингу, етапи проведення маркетингових дій у сфері політики. Запропоновано алгоритм проведення виборчого процесу на основі оп/іпе-голосування з використанням технології "блокчейн" і smart-контрактiв. Окреслено позитивний вплив застосування технології "блокчейн" як інструменту гнучкої демократії на політичний маркетинг і політику загалом.
The necessity of using technologies in the political sphere that make it impossible to falsify, manipulate and mislead the promises of politicians that undermine citizens' trust in the state is conceptually substantiated in the article. First, a comparison of policies and business based on marketing approaches and value orientations is conducted. The emergence and development of political marketing in which politics is regarded as a market is justified. Furthermore, the components of successful political marketing, the methods of which are used in management, new opportunities of political marketing with the advent of multifunctional biockchain information technology have been established. Moreover, the basic principles and functionalities of biockchain technology and its relationship with smatt contracts that enable transactions without intermediaries, and the Ethereum platform, which enables the creation of decentralized online services are outlined. The benefits of using biockchain technology in government and its postive impact on political marketing have been identified, including increasing privacy and trust, reducing the cost of running political campaigns, and attracting more voters. The organization of stage-by-stage biockchain elections is considered. An electronic votng algorithm based technology has been developed. The principles of work of the smart-contract for voiding the vote during the re-voting and counting of votes according to the algorithm of their processing have been developed. In conclusion, it is proposed to extend the biockchain technology to other political stages on the basis of liquid democracy.
The necessity of using technologies in the political sphere that make it impossible to falsify, manipulate and mislead the promises of politicians that undermine citizens' trust in the state is conceptually substantiated in the article. First, a comparison of policies and business based on marketing approaches and value orientations is conducted. The emergence and development of political marketing in which politics is regarded as a market is justified. Furthermore, the components of successful political marketing, the methods of which are used in management, new opportunities of political marketing with the advent of multifunctional biockchain information technology have been established. Moreover, the basic principles and functionalities of biockchain technology and its relationship with smatt contracts that enable transactions without intermediaries, and the Ethereum platform, which enables the creation of decentralized online services are outlined. The benefits of using biockchain technology in government and its postive impact on political marketing have been identified, including increasing privacy and trust, reducing the cost of running political campaigns, and attracting more voters. The organization of stage-by-stage biockchain elections is considered. An electronic votng algorithm based technology has been developed. The principles of work of the smart-contract for voiding the vote during the re-voting and counting of votes according to the algorithm of their processing have been developed. In conclusion, it is proposed to extend the biockchain technology to other political stages on the basis of liquid democracy.
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Keywords
маркетинг, бізнес, політика, технологія, вибори, довіра, демократія, стаття, marketing, business, politics, technology, elections, trust, democracy
Citation
Россоха В. В. Використання технології "блокчейн" у політичному маркетингу / Россоха В. В., Бочаров П. С. // Вісник Хмельницького національного університету. Економічні науки. - 2019. - № 5. - С. 211-215. - https://doi.org/10.31891/2307-5740-2019-274-5-213-217