Kriška, JessicaKováčik, Branislav2025-09-192025-09-1920241335-27411338-5623https://doi.org/10.24040/politickevedy.2024.27.2.122-143https://repo.umb.sk/handle/123456789/820In: Politické vedy = journal for political science, modern history, international relations, security studies : časopis pre politológiu, najnovšie dejiny, medzinárodné vzťahy, bezpečnostné štúdiá. Banská Bystrica : Vydavateľstvo Univerzity Mateja Bela - Belianum, 2024. ISSN 1335-2741. Roč. 27, č. 2 (2024), s. 122-143.The study focused on the phenomenon of political marketing, political communication, and their application in world politics during the post-truth era with an emphasis on the territory of the United States of America. The aim of the study was to identify several aspects of these disciplines during the dynamic technological progress which makes it possible to develop misleading manipulative techniques and spread disinformation. The emerging issues of the current state of the online sphere such as abuse of personal data for one's own political gain, dissemination of false news that radicalizes the public and threats to the security of free and fair elections and a democracy relate to other concerns such as a polarized society and electoral integrity. Politics has always been, and will continue to be, an infinite number of shades of grey. Absolute honesty and elimination of negative advertising or propaganda is neither realistic nor desirable, though we consider it important to strive for more ethical election campaigns. The conclusion of this article can be applied to other studies that will continue the research on the given topic and will respond to the current challenges of democracy.enCC BY Creative Commons Attribution 4.0. Internationalinfo:eu-repo/semantics/openAccesspolitický marketingpolitical marketingpolitická participáciapolitical participationdezinformáciedisinformationvolebné správanieelectoral behaviorArticle