The purpose of article is to determine the features of the representation of Ukrainian identity in “TikTok” social media.
The methodology. Through a specially account created by the author, a qualitative contentanalysis of the videos in the TOP50 Ukrainian blogs and a search for videos on the most popular Ukrainian studies tags had been conducted. The results of the case had been compared with the data obtained by the author in the process of researching other popular in Ukraine social media and networks — Instagram, Facebook, Telegram.
The results. “TikTok” had been defined not only as a dynamic and entertaining social media, but also as an increasingly active sociopolitical actor. It has been established that, unlike other social media and networks, “TikTok” broadcasts Ukrainian identity simultaneously at the civicpolitical, linguisticcultural and ethnically charged levels. The most socially significant practices of spreading the actual, linguistic and cultural identity of Ukrainians have been identified. These are: а) the practices of using in network activity only Ukrainian language; b) practices of conscious popularization of the Ukrainian language through the shooting of special videos.
It had been shown that, on the other hand, the most widespread level of civic and political identity in “TikTok” is marked by a not favorable attitude to one’s own national and state affiliation. This is a consequence of inefficient socioeconomic modernization of the country in recent decades.
The topicality. This is the first attempt of not popular, but scientific research of “TikTok” as an active sociopolitical actor in Ukraine.
The practical significance. The information contained in this article may be useful for teaching the various courses, for the scholars, researchers of Ukrainian culture.