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The article is dedicated to the problems of mediatization of political participation in the USA, with a focus on the media-centered strategies involved in the 2012 presidential campaign. It is characterized by complication of social stratification, marketization of US politics, transformation of political communication in the context of development of a new media culture and mediatization of political practices. The author tries to find an answer to the question how stereotypization and personalization of political communication answer the purpose of strengthening of media democracy. He also tries to understand whether the «mediatization» of politics is a one-way process, completely excluding the possibility of reversing the observed changes.

The article is dedicated to the problems of mediatization of political participation in the USA, with a focus on the media-centered strategies involved in the 2012 presidential campaign. It is characterized by complication of social stratification, marketization of US politics, transformation of political communication in the context of development of a new media culture and mediatization of political practices. The author tries to find an answer to the question how stereotypization and personalization of political communication answer the purpose of strengthening of media democracy. He also tries to understand whether the «mediatization» of politics is a one-way process, completely excluding the possibility of reversing the observed changes.

MEDIA DEMOCRACY, POLITICAL COMMUNICATIONS, POLITICAL PARTICIPATION, US PRESIDENTIAL ELECTION 2012, ÌÅÄÈÀÄÅÌÎÊÐÀÒÈß, ÏÎËÈÒÈ×ÅÑÊÈÅ ÊÎÌÌÓÍÈÊÀÖÈÈ, ÏÎËÈÒÈ×ÅÑÊÎÅ Ó×ÀÑÒÈÅ, ÏÐÅÇÈÄÅÍÒÑÊÈÅ ÂÛÁÎÐÛ Â ÑØÀ - 2012

MEDIA DEMOCRACY, POLITICAL COMMUNICATIONS, POLITICAL PARTICIPATION, US PRESIDENTIAL ELECTION 2012, ÌÅÄÈÀÄÅÌÎÊÐÀÒÈß, ÏÎËÈÒÈ×ÅÑÊÈÅ ÊÎÌÌÓÍÈÊÀÖÈÈ, ÏÎËÈÒÈ×ÅÑÊÎÅ Ó×ÀÑÒÈÅ, ÏÐÅÇÈÄÅÍÒÑÊÈÅ ÂÛÁÎÐÛ Â ÑØÀ – 2012