Problem of measurement of efficiency of propaganda (on the example of using of the index of effectiveness of the russian propaganda in Ukraine)
Authors: Oliinyk O. V. , Lyasota L. I. 
Published: August 2018

The article analyzes the possible effects of propaganda and justifies the possibility of empirical evaluation of its effectiveness. There are described main trends in the depending of approving the principal Russian propaganda theses by different categories of the population of Ukraine, based on the results of recent studies of the Kiev International Institute of Sociology and Ukrainian Institite for Social Research named after O. Yaremenko. A critical analysis of measuring the effectiveness of propaganda methodics, identifying areas for further improvement are made.The article presents the analysis of the experience of Ukrainian sociologists connected with the research of Russian propaganda in Ukraine in the period from 2015 to 2018. The authors focus their attention on the theoretical approaches to the definition of propaganda, effects of propaganda and methodological possibilities of measuring it in empirical research. Relying on the latest statistical data, the authors determine the specificity of effectiveness of Russian propaganda in Ukraine and factors influencing its effectiveness. They also pay attention to the main difficulties of the study of propaganda.It is done the analysis of possible effects of propaganda, namely the group of general criteria (such criteria also include knowledge, beliefs, actions) and the group of specific criteria (psychological, cognitive, and behavioral effects). Based on the results of the latest researches of the Kiev International Institute of sociology and the Ukrainian Institite for Social Research named after O. Yaremenko, the authors pointed out the main trends of suportance the main points of Russian propaganda by different categories of the population of Ukraine, including the dependence on the region of residence, national and linguistic identification and level of the respondents’ income. It is noted that there is an urgent need to strengthen the system of counteraction to the Russian propaganda (especially from the Ukrainian media, as well as public authorities). The article raises methodological problem of the possibility of studying the effectiveness of Russian propaganda in principle. Using the results of the discussion of the index of effectiveness of Russian propaganda (RRS), which was developed by the staff of the Kiev International Institute of Sociology in 2015, in the professional community of sociologists, the authors undertook a critical analysis of the methods of measuring the effectiveness of propaganda and the possibility of empirical evaluation of its effectiveness. As a result, it is identified areas for further improvement of the methodology of measuring the effectiveness of propaganda, namely: an increased study of the behavioral effects of propaganda, conducting regular measurements to allow comparisons, the development of comprehensive studies of the manifestations of the results of the propaganda of various methods (including psychological testing, involvement in the experiment several control groups, etc.).