Experts assessed the quantity and quality of governor’s direct lines in 2023

The practice of holding direct lines continues to actively spread among governors, while half of Russians consider this format of communication between regional heads and the population effective. These conclusions were shared with Kommersant by the Dialogue Regions ANO, summing up the results of communication between officials and citizens in 2023. The expert believes that the authorities need direct lines as one of the few formats that allows people to read the “non-verbal reaction” of governors to certain issues, but in his opinion, it is important not to overdo it.

ANO “Dialogue Regions” regularly summarizes the statistical results of direct lines in the constituent entities of the Russian Federation. Let us remind you that this organization advises regional authorities on issues of working in the Internet space and coordinates the activities of regional management centers (RCCs). The latter often organize direct lines of governors or, at least, prepare their analytics for them.

According to the Dialogue Regions ANO, in 2023, the heads of 80 regions went live on air more than 220 times. Over the past two years, the number of views of such events has increased (from 12.9 million in 2021 to 19.1 million in 2023), and the total number of questions asked (from 169 thousand to 219 thousand). Experts also named several record holders. Thus, the most questions in one broadcast were asked to the head of Buryatia Alexey Tsydenov – 15.8 thousand. The longest direct line was conducted by the head of Bashkiria Radiy Khabirov (3 hours 43 minutes), and the shortest by the head of Udmurtia Alexander Brechalov (23 minutes). On average, direct lines from governors lasted 92 minutes. The most such broadcasts (40), as a year earlier, were conducted by the head of the Khanty-Mansiysk Okrug Natalya Komarova. And Sevastopol Governor Mikhail Razvozhaev most often used the capabilities of the SDG to organize his lines (22 broadcasts). Governors mainly conduct their direct lines on social networks: 49% of direct calls were organized exclusively through them. A purely television format was used in 8% of cases, and 43% of broadcasts were combined.

According to the sociological agency Weber, which is associated with ANO Dialog, half of Russians consider direct lines an effective tool for solving citizens’ problems. Most often this is said by residents of the Belgorod (72%) and Smolensk (68%) regions, Sevastopol (64%), Chechnya (63%) and the Yamalo-Nenets District (61%). According to the same survey, among the most important indicators of the effectiveness of this format, Russians name the fulfillment of promises made by government officials on air (37%), honest answers to questions (32%) and the possibility of feedback (27%). The results of sociological research show that where live broadcasts are carried out at all levels (governors, heads of municipalities, heads of relevant departments), the level of public awareness of the broadcasts themselves on social networks is significantly higher than the national average, emphasizes the Dialogue Regions ANO. For example, in the Belgorod region, 82% of the population knows about regular live broadcasts of officials, in the Kursk region – 69%, in Kuzbass – 66%, in Sevastopol – 64%.

Analysts also highlight some features inherent in the direct lines of individual governors. Thus, the head of the Yamal-Nenets Autonomous Okrug, Dmitry Artyukhov, regularly uses this format when communicating with residents during visits to district areas. The head of Karelia, Artur Parfenchikov, prefers to moderate his broadcasts himself and invites relevant ministers to them. The governors of the Krasnodar Territory and the Tambov Region, Veniamin Kondratyev and Maxim Egorov, are trying to put on air the responsible persons who are responsible for the problems mentioned by residents.

ANO “Dialogue Regions” also notes that when conducting direct lines, many governors rely on SDG analytics. According to these data, Russians are most concerned about the problems of housing and communal services, social support, the quality of healthcare and education, the construction of social facilities and housing, urban improvement and gasification of rural areas. In addition, people are interested in topics related to a special military operation, and in the territories bordering Ukraine, the issues of restoring housing damaged by shelling, relocating citizens to safe places, distance education, and the operation of warning systems have become especially relevant.

“Direct lines of governors have confirmed the status of an effective platform for making management decisions. In 2023, as part of 72% of broadcasts, regional heads not only resolved local issues, but also made systemic decisions – in total more than 950 different instructions. The format assumes that they directly relate to the most pressing topics and problems that concern citizens,” notes First Deputy Head of the Dialogue Regions Autonomous Non-Profit Organization Kirill Istomin.

Previously, governors actively used Instagram (owned by Meta, recognized as extremist and banned in the Russian Federation) and accustomed residents to the format of speeches, which also includes reading elements of non-verbal communication, explains political scientist Alexander Nemtsev: “Voters have developed a certain kind of habit of seeing the governor, his face when he answers certain questions. Streaming formats were popular back then. And now direct lines are designed to satisfy this previously formed demand.” According to the expert, the demonstration of non-verbal aspects of the political behavior of governors is precisely what makes direct lines a necessary format, and most likely, this is why the federal authorities are striving to develop it. However, holding such events too often is unlikely to be effective, Mr. Nemtsev believes – two long straight lines per year are enough. “It makes no sense to carry out any more, it will become boring,” warns the political scientist.

Andrey Vinokurov