The paper explores the newest tendencies in Politics 2.0 development in Ukraine focusing on the effectiveness of candidates’ campaigning on the web 2.0 of 18 nominees to the Presidential Office 2010. The research reveals that active personal candidate-centred campaigning on the web provides a foundation for facilitating information gathering; change the architecture of participation by strengthening networking and consolidating constituency. On the whole the use of web 2.0 instruments by nominees to the Presidency is related positively to online political participation, campaigning, and discussion through the local context. Summing up the research it reveals that it is impossible to win the race for the Presidency in Ukraine without the use of internet. Candidates who practically didn’t use the web occupy the last places in this presidential race. The research reveals there are a lot of preferences in social media use among the candidates. The YouTube Channel is not so popular political tool among Ukrainian politicians (only four candidates have registered accounts on this channel) as in the USA where CNN even coined the term YouTube-ification to describe the use of this channel through the US Presidential Primaries 2007-2008 (Turnsek & Jankowski 2008, p.1). The networking and blogging present the most popular politics 2.0 tools in Ukraine. However this is a party site or personal candidate’s site organizing and coordinating all virtual presence of its owner in virtual surrounding.
