Techniques for Manipulating Public Opinion in the Online Space During an Election Campaign as a Hybrid Threat

Abstract

A characteristic element of democratic society is the right of citizens to express their will in free elections. Fears about the future lower the credibility of public institutions and make it easier to interfere in electoral processes, which motivates many calculated attempts to fragment political debates. The present study points to tools that can be used to influence public opinion in the online space. Emphasis is put on the EU 27 countries, where an analysis of the development of Internet use was carried out. The goal of the paper is to point out other methods of manipulation available in the online environment, such as disinformation, defamation of a specific candidate, and artificial intelligence, which are employed and misused to massively influence public opinion. Regulation in this area is questionable, because restricting freedom of expression of a political nature directly affects a democracy, for which the widest freedom of expression is crucial. The article points out new legislative changes taking place in the EU which are focused on tightening the rules of political advertising.