TIKTOK IN ELECTORAL COMMUNICATION: THE CASE OF RUSSIAN STATE DUMA ELECTIONS 2021

The article presents the results of an empirical study features electoral communication in political cluster TikTok channels during election deputies State Duma Federal Assembly Russian Federation VIII convocation, which took place from September 17 to 19, 2021. Using method content analysis, strategies that were used by a polar orientation identified and characterized. Thus, pro-government followed strategy we described as “television”: attempt use existing formats (mainly television) on new platform (cuttings television interviews), combination emotional rational types argumentation (as course debates), topics informational character). opposition candidates personalized "user" approach: publishing video messages users behalf candidates, nature videos, designed involve subscribers communication. This approach made it possible discussion greater extent, was confirmed calculating user involvement coefficient. At same time, showed neither nor forces ready be fully involved creation adapt unique service, vast majority cases they published previously created for other channels. potential only half used.