A systematic digital model as a key aspect of information and communication interaction between government bodies and society

Abstract

The purpose of the study is to analyze the transformation of information and communication interaction between public authorities and society in the digital environment, as well as to identify the conditions that ensure the legitimacy of government in new media. The empirical base consists of data from the industry ratings of online communication of federal executive authorities for 2024 and 2025, prepared by ANO Dialog. The study is based on the method of comparative analysis of the dynamics of departmental positions and case-study methods (cases of the Ministry of Health, the Ministry of Economic Development and the Social Fund of Russia), which allows us to identify effective practices for maintaining official accounts. As a result of the research, the author identified key trends in the development of public online communication: the increasing role of the project approach, the strategic importance of multiplatformity and the priority of qualitative feedback over quantitative indicators of presence. Based on a comparative analysis, the need for a transition from disparate social media practices to building an integrated ecosystem of digital dialogue is substantiated. The article's central thesis is that sustainable legitimacy of power in the digital public sphere is achieved through the development of a systemic model of interaction. This model involves differentiating the content and tone of messages based on the demographic, behavioral, and platform characteristics of target audiences, as well as integrating end-to-end analytics that measures the qualitative impact of communications through such basic metrics as the level of public trust and the speed of problem resolution. Developing internal digital competencies among civil servants, implementing data-driven governance principles, and creating regulatory conditions for personalized dialogue are essential for the transition from an information-only model to high-quality dialogue and customer-centricity. Theoretical and practical significance. This study contributes to the development of theories on the mediatization of politics and the digital transformation of government. The author's proposed practice-oriented model for assessing and developing public online communications can be used to improve the information policies of federal and regional government bodies.