The second half of XX century is characterized by the development of social relations, which involves a change in the structure of political elites, the emergence of new types of elites, their active engagement, new factors influencing the political sphere as a whole. However, they have both positive and negative effects. An example of this factor may be mediatization policy. Also the communication methods of elites and the masses are changing, which is caused by the need to adapt the political elite to the new conditions. In the framework of campaign communication strategies are especially important to win votes.
