Abstract. It is proposed to use objective methods to assess the perception
of visual political content for planning an effective communication strategy
by the actors of political power Two experiments were conducted in the
work. The first one investigates the visual attention and memorization of
different types of political content (memes, photographs of political leaders,
photographs of political events and posters) by young people based on the
oculographic method. The second experiment is aimed at studying the
emotional reactions of young people to the perception of political video
content of different genres: humorous, video memes, speech of a political
leader and disgusting video. An adapted version of the Differentiated
Emotions Scale (DES) was used for the evaluation.