Application of Critical Discourse Analysis in Studying Political Advertising Communications in the Digital Environment

In focus of the paper – elective communications in the digital environment. Purpose: to disclose influence of digital political communications on the elective process by means of an example of K. A. Sobchak’s electioneering in 2018. Research methodology – critical discourse analysis of Norman Fairclough. The empiric base is built from the content posted by the candidate in Instagram in the course of electioneering. Predicted results: systematization of theoretical approaches to investigating political advertising in the digital environment; disclosing specific digital discursive practices of the candidate K. A. Sobchak and their influence on elective processes.