This article analyzes the strategies of political parties in engaging the youth electorate and their ideological transformation amid democratic reforms and the transition to a mixed (proportional-majoritary) electoral system in New Uzbekistan. The relevance of the study is determined by the high share of youth in the country’s demographic structure and the shift of traditional campaigning methods into the virtual environment. The systemic impact of digital branding and visual communication tools in the digital space — specifically targeted infographics, short-form videos (Reels, Shorts), and social media platforms (Telegram, Instagram, YouTube) — on the political culture and electoral activity of young people is examined from both theoretical-scientific and empirical perspectives. In the course of the research, a comparative and sociological content analysis of the digital platform assets of active political parties in Uzbekistan was conducted, uncovering the characteristics of subconscious and emotional (neuropolitical) perception among the younger generation. The article explores the ethical and legal criteria for utilizing information and communication technologies in an environment of inter-party competition. Furthermore, it develops practical recommendations for protecting voters from manipulative influences, fostering a culture of healthy political marketing in cyberspace, and enhancing the electoral attractiveness of party brands.

Political parties, youth electorate, digital branding, visual communication, inter-party competition, electoral attractiveness, SMM, New Uzbekistan.

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