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Implementation of Socio- Political Advertisement in the Progress of Political System in Uzbekistan: Achievements and Setbacks

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Implementation of Socio- Political Advertisement in the Progress of Political System in Uzbekistan: Achievements and Setbacks European Journal of Molecular & Clinical Medicine ISSN 2515-8260 Volume 07, Issue 03, 2020 3154 IMPLEMENTATION OF SOCIO- POLITICAL ADVERTISEMENT IN THE PROGRESS OF POLITICAL SYSTEM IN UZBEKISTAN: ACHIEVEMENTS AND SETBACKS. Gulbaxor Isanova1, [email protected] Xudaynazarov Samad2, [email protected] 1 National University of Uzbekistan named after Mirzo Ulugbek Republic of Uzbekistan 2 National University of Uzbekistan named after Mirzo Ulugbek Republic of Uzbekistan Abstract In today’s world one can witness numerous processes related with the violation of democratic values and the interference with the public opinion. In a time, where the advocates of democratic tide constantly trying to use all resources they have to increase the role of the public authority over the government, it is wrong to try to govern the public with autocratic leadership methods and anti-democratic measurements. Today’s world is also witnessing a new kind of mechanisms of formation of public opinion, which was not beheld before. The new kinds of socio-political advertisement serve for this purpose and political authorities are achieving their aims with these means. Many developed countries of the world emphasizing the importance of the studies focused on the achievement of political goals through the implementation of new socio- political techniques in the formation of public opinion. In this respect, an ordinary person, an un-socialized group, attracting attention through a pressing problem, the use of the popularization technologies with the aim of increasing the popularity of candidates in social networks and bringing the “human factor” to a higher degree acquire a greater importance. Therefore, many leading research institutions of today’s world give more attention to the problems of creating a new system of formation of public opinion, the synthesis of the process of politicization of social advertisements, and the maintenance of transparency of political interest groups. Keywords: election, election processes, public relations, pre-election rivalry, advertisement, political agenda, black technologies. Introduction Although the socio-political advertisement has been a long tradition in the world, in Uzbekistan, this process started to develop mainly after the abolishment of the totalitarian political regime. The initial problems were, for instance, a lack of legal measurements for the regulation of the acts of socio-political advertisement, the naivety of advertisers, and the incompetence of advertisement-makers. But, the progress of the reforms in political sphere accelerated the progress of the political advertisement. It must be admitted, that even today, 3154 we have enough problems and shortcomings in this sphere, however, the fact that Uzbekistan achieved a considerable successes in implementation of socio-political advertisement and her experience deserves due recognition. Review of the literature on the topic Although, the problems of socio-political advertisement have not exactly been touched by the intellectuals of Uzbekistan, the works, monographs and articles of B. Mustafoev, A. Yukubov, E. Sultonova, F. Muminov, O. Khusanov, I. Ergashev, A. Holbekov, R. Jumaev, N. Umarova, M. Kirgizboev, N. Juraev, N. Abduazizova and others discuss the problems of election process, election rights, the organizational-legal aspects and principles of the processes of election, the facilitation of competitive environment in elections, and pre- election propaganda measurements. The researches Yazdonov Ulugbek Toshmurotovich conducted research on “The Functional Integration Characteristics of the Institutions of the Formation of Public Opinion in the Conditions of Globalization”, but the research focuses on the formation of public opinion and it does not analyze the socio-political advertisements. Our research focuses on the role of socio-political advertisements in the formation of public opinion. RESEARCH METHODOLOGY The present research employs such general and philosophical methods as historical method, objectivity, abstraction, concrete methods, system analysis, and comparative analysis. Analysis and Results The decision of the voters in elections, along with many factors, rests on the socio- political campaigns, conducted by parties. Therefore, the experience of the Uzbekistani political groups in the sphere of socio-political advertisement still lacks proper scientific analysis. First, it must be noted that the elections for the Legislative Branch of the Supreme Assembly of the Republic of Uzbekistan, and elections for the regional, municipal and district councils, which were held on December 22, 2019 differ greatly from the previous elections in our country’s history. The motto of the elections of previous year was “New Uzbekistan – New Elections”. There were a number of campaigns to get all the layers of the population to participation in the elections. 3155 Considering that the experience assumes the perennial practice, it is purposeful to start the analysis from the advertisement campaigns of the candidates for the Legislative Branch of the Supreme Assembly of the Republic of Uzbekistan, and for the regional, municipal and district councils in television. First of all, it is important to point out the last week’s advertisement campaigns in the television [11]. If we analyze the form of the advertisement campaign of the “Adolat” social-democratic party of the Republic of Uzbekistan, we can witness the effective use of the party emblem. If we look at the symbol of the rose, which is on the blue background on the party’s emblem, we notice that it was used effectively at the end of each line. The national Flag of the Republic of Uzbekistan serves as the margins of the video, and the party’s emblem is placed at the bottom left of the video. The images in the footage correspond to the text, and the music corresponds to the purpose of the advertisement. In terms of content, the videos reflect the enthusiasm in our lives, the life of the party, its meetings, the activities of its members, the billboards emphasize internationalism, the images of young people, the support provided by party activists to the poor, the images of party activists. given, plates on production, science, education, national crafts. In contrast to the videos of other parties, the advertising role emphasizes the party's goals related to health, improving the judicial system, and further enhancing the role of women in society. The commercial ended with the slogan "Justice is the main criterion of life." It should be noted that the TV commercial of the Social Democratic Party of Uzbekistan "Adolat" meets the requirements for products of this genre of social advertising. After all, it describes the main goals of the party, the directions of its activities, the goals and objectives, who to rely on in the implementation of tasks, which idea to support. In addition, the commercial has a conceptual character - it provides information about the party platform, appeals to the minds of voters. Mechanisms were used that could influence public opinion. It can be said that the communicative task has been successfully solved in this commercial: the proposed ideology has been transformed into a simple and understandable set of ideas. At the same time, in our opinion, the information about the formation of the party and its active participation in the political process in our country was redundant among the information that should be expressed in just 75 seconds. Because this information does not play a strong role in making a strong impression on the audience, in making them feel good, in increasing the number of party supporters. In addition, although the party claims to rely on agricultural workers, the television commercial did not mention any footage related to the sector. 3156 The TV commercial of the Democratic Party of Uzbekistan "Milliy Tiklanish" also begins with the image of the party symbol - the name of the party between the wings of the hummingbird on the background of the waving flag of Uzbekistan. Unlike other parties, the commercial was made in a unique way. In particular, the screen is divided into nine cells, and in the center cell is placed the party symbol. In the remaining cells, the images corresponding to the advertising text are placed in logical sections. When the relevant part of the text is read, the corresponding logical fragment image enlarges from a small cell and occupies the entire screen. The commercial is rich in images of our historical monuments, as well as scenes from the lives of young people, especially the conditions created for the education of young people. In addition, the TV commercial featured images related to the production, showing new techniques and technologies that are entering our lives. The video uses national music, which is slower than other parties. In general, the TV commercial of the Democratic Party of Uzbekistan "Milliy Tiklanish" was prepared in accordance with the goals of the party, in which the images of our rich values, which evoke feelings of patriotism and national pride, are combined with films related to intellectual development. There are also aspects of the video that have an educational impact on young people. If we analyze the text of the advertisement, it has a more ideological nature, the purpose of the party is expressed, it is emphasized that our national identity is the basis and support, who will defend its interests, what ideas it will fight for. In this respect, the party role can be included in the list of social rollers. Because it prioritizes addressing the feelings of more citizens and relies on national pride. One of its strengths is that in the commercial, everyone is referred to as the most progressive forces in society and the party is told to rely on us. Indeed, such an approach encourages the voter to identify with the party, to perceive it as their own, and, as a result, to vote for that force in the election. Advertisement "Vote to further strengthen our independence, to ensure the realization of our dreams and aspirations!" ended with a call. At the same time, the video does not provide much information about the life of the party.
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