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The perception of politics as a choice foregrounds the importance of information flows from political parties and leaders to interested public groups about policies and decision-making. Therefore, communication is a building block of the relationship between the governed and the rulers. In this context thе article outlines challenges to effective communication between politicians and citizens. The basis for the authors' analysis is the impact of digital technologies on communication. The subject of research is the use of social networks as a tool for dialogic communication on a significant public issue.
Keywords: political communication, social media, social networks, online communication, challenges, dialogue