Title of the article:



Oleg B. Kashcheev

Diana E. Ermolenko

Information about the author/authors

Oleg V. Kashcheev — PhD in Psychology, Professor of the Department of Sociology and Advertising Communications, A. N. Kosygin Russian State University (Technologies. Design. Art), Sadovnicheskaya St., 33, p. 1, 115035 Moscow, Russia. ORCID ID: https://orcid.org/0000-0001-6024-1488 E-mail: kasheev-ov@rguk.ru

Diana E. Yermolenko — first-year master's student, A. N. Kosygin Russian State University (Technologies. Design. Art), 33 Sadovnicheskaya St., p. 1, 115035 Moscow, Russia. ORCID ID: https://orcid.org/0000-0002-0383-7178 E-mail: deanaermolenko@yandex.ru


Theory and history of culture




Vol. 63


pp. 143–151


April 15, 2021

Approved after reviewing

October 18, 2021

Date of publication

March 28, 2022



Index UDK

008 + 316.77

Index BBK

71 + 65.47


The social network TikTok reflects the modern culture of society and begins to exert an increasing influence on it. TikTok's content, like that of other popular social networks, is becoming more and more politicized. An important feature of the platform is its constant development aimed at meeting the users` needs. The target audience of TikTok is characterized by inherence with some of K. Jung's archetypes, the use of which in the development of advertising campaigns will increase the accuracy of impact on the audience. The use of various marketing techniques allows to make the audience more loyal to the brand, draw attention to advertising content and increase the number of views. Despite the ease of use and variety of content reflecting the cultural diversity of the world around us, today's platform structure does not let brands fully implement ad campaigns. The implementation of the presented practical recommendations for improving the platform, forms and methods of work on it, will enable TikTok in the foreseeable future to claim not only the role of a leading communication platform, but also to act as a tool for promoting goods and services.


TikTok, social network, advertising, target audience, culture, society, brand, archetypes, content, marketing techniques, manipulation, mobilising function, politics.


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