Development Trends and Prospects of Public Opinion Formation Activity in Modern Political Processes

This paper examines the current development trends and future prospects of public opinion formation activities within modern political processes. The rapid evolution of communication technologies, the rise of social media platforms, and the growing demand for democratic governance have fundamentally transformed how public opinion is shaped, measured, and utilized. The study identifies three major trends: the shift from mass broadcasting to personalized micro‑targeting, the increasing role of artificial intelligence in opinion mining and sentiment analysis, and the emergence of hybrid public spheres where traditional and digital media interact. At the same time, new challenges have arisen, including algorithmic manipulation, echo chambers, and the erosion of trust in institutions. Based on an analysis of global practices and Uzbekistan’s recent experience, the paper proposes several prospects for the future: the development of ethical guidelines for AI‑driven opinion formation, the strengthening of media literacy programmes, and the creation of participatory digital platforms for direct citizen feedback. The findings are relevant for political strategists, public relations professionals, and policymakers seeking to navigate the complex landscape of modern public opinion management.