Abstract
This article is dedicated to studying the impact of digital technologies on political propaganda in the context of information globalization. The aim of the research is to analyze the mechanisms of public opinion formation under the influence of the digital environment. The scientific significance of the work lies in the study of the evolution of political communication methods, including targeting, personalization, and the spread of disinformation. The practical significance is in developing recommendations for countering the manipulation of public consciousness. The research methodology includes content analysis of political messages, case studies of digital campaigns, and comparative analysis of political propaganda methods in countries with different political regimes. Examples include political campaigns in the USA and Russia (2024) and the referendum on the construction of a nuclear power plant in Kazakhstan. The main findings showed that the use of personalized advertising, disinformation, and the influence of opinion leaders have significantly changed political processes. Information globalization facilitates the rapid spread of news but simultaneously increases the polarization of public opinion. The contribution of the article lies in deepening the understanding of the impact of the digital environment on political propaganda and providing recommendations for enhancing the stability of democratic processes. The practical value of the results lies in their potential application in combating disinformation and improving the effectiveness of political communication.