Political-communicative processes determine the life of modern society. Local political contacts formed in ethno-cultural environment, due to socio-cultural facets, appropriate trends and communication mechanisms used by actors of the ethnic policy in connection with the conquest, retention, implementation and use of power. Consequently, there are actualization of ethno-political discourse and an increase in ethnic multidirectional flows of information (positive, negative, distorted, provocative, neutral). In this article, political communication is seen in the applied aspect based on the sociocultural approach (H. Arendt, J. Habermas, K. S. Gadzhiev, Yu. Irkhin, A.I. Solovyev), which established the causes and sources of ethnic transparency of information, the ambiguity of its impact on political communication in the North Caucasus region. Due to the fact that the ethnic distribution of information in the development of the information society, the hybridization of political communication and etherification involves certain risks that could destabilize the ethno-political situation in the region, the proposed measures for their optimization.

Political-communicative processes determine the life of modern society. Local political contacts formed in ethno-cultural environment, due to socio-cultural facets, appropriate trends and communication mechanisms used by actors of the ethnic policy in connection with the conquest, retention, implementation and use of power. Consequently, there are actualization of ethno-political discourse and an increase in ethnic multidirectional flows of information (positive, negative, distorted, provocative, neutral). In this article, political communication is seen in the applied aspect based on the sociocultural approach (H. Arendt, J. Habermas, K. S. Gadzhiev, Yu. Irkhin, A.I. Solovyev), which established the causes and sources of ethnic transparency of information, the ambiguity of its impact on political communication in the North Caucasus region. Due to the fact that the ethnic distribution of information in the development of the information society, the hybridization of political communication and etherification involves certain risks that could destabilize the ethno-political situation in the region, the proposed measures for their optimization.