In the run up to the fifth Political Marketing Forum in St. Petersburg (Russia) in July 2016, one of the major personalities in the planning and organization was Svetlana Vinogradova, known to many...

This paper examines the transformations and innovations in public diplomacy introduced by the Obama administration, crucial elements of which include political marketing, political advocacy, strategic communication, and digital diplomacy. President Obama used Internet technologies as a means to establish direct dialogue with ordinary people abroad, thereby bypassing the control of local authoritarian governments, which revolutionized a vector of public diplomacy around the world. The Obama administration has elaborated new ways to maintain liberal sentiments in Russia and among the Russian-speaking population. Finally, the Obama administration hired tech experts from Google, Facebook, and Twitter to blockade the activity coming from extremists' profiles and created a community loyal bloggers from countries around the world to disseminate anti-ISIL messages on the behalf of the US government.

Political analysts believe that historically we can observe two interrelated phenomena in the society development. The first is related to the introduction of new content in conventional political forms; the second is associated with the filling of new forms with the traditional content. In our view, the conclusion of political analysts may be practised in the case of political technologies. Political technologies that use different types of effects on individuals and social groups are considered to be a relatively new phenomenon in the world of politics in modern information society. The aim of the article is to clarify whether all the components of modern political technologies are fundamentally new.