In Armenia, the election campaign effectively began long ago, especially on the part of the Civil Contract party. According to political analyst Alen Gevondyan, the current authorities have been conducting a continuous campaign for nearly two years through various formats and political initiatives.
The “citizen bribery project”
According to him, the authorities launched what he described as a “citizen bribery project” months before the active phase of the campaign.
He referred to attempts to influence the electorate through various social and public initiatives.
As an example, Gevondyan pointed to the project aimed at reducing the term of military service. He noted that the initiative was initially planned to take effect in September of the current year, but the authorities decided to implement it already in January.
He also addressed the issue of pension increases, recalling that such increases were not originally included in the state budget and that the decision was adopted only amid public dissatisfaction.
According to Gevondyan, even though the measure came late, it still created a favorable electoral situation for the authorities.
The political analyst also commented on discussions surrounding the mandatory insurance system, noting that it generally generates positive emotional reactions among different social groups. In his view, this can also be considered a tool for influencing public sentiment.
Public resistance
Discussing the current phase of the election campaign, Gevondyan stated that the process has become extremely active and dynamic, although hate speech increasingly dominates the prime minister’s rhetoric.
According to him, this is not an isolated issue but something visible both in public speeches and in everyday interactions.
At the same time, Gevondyan noted that despite the authorities’ efforts, resistance is becoming noticeable among various groups in society.
He stated that people in streets, bus stops, metro stations, and communities frequently express critical attitudes toward the prime minister and raise sharp questions.
Stable support at 23–25%
According to the political analyst, the current authorities still maintain around 23–25% stable support, although this level is significantly lower compared to previous elections.
Gevondyan argued that the prime minister’s approval rating is currently at a “historic minimum.”
He also commented on upcoming political events, noting that large-scale public events organized by the authorities, including the initiative planned for May 28, may have a certain positive impact on the electorate.
New tools are needed for success
At the same time, Gevondyan emphasized that administrative resources and major financial spending do not automatically guarantee electoral success.
According to him, many citizens do not publicly reveal their real political preferences.
Nevertheless, the political analyst stressed that traditional political PR methods no longer work, and that developing new tools and counter-propaganda approaches has become essential for achieving success.