Humor as a tool of political discourse: from media personalities to candidates for the presidency

The research is concentrated on the increasing popularity of political context in humour if we take into account the state fragility, identified the manipulative properties of humorous content in general, as well in the research we have tried to evaluate the contribution that ridiculous things in speech make while shaping public opinion. Considering the changes in the sense of joke formation and formats of presenting content on TV by the leading production-company of Ukraine Studio “Quarter 95”, the authors concluded that both satirical and serious stand-ups or politically colored TV-series have a deep influence on the formation of civil position - the attitude towards the media person gains the nature of politically painted trust thanks to sharpness of reflection of real problems which disturb the population. By means of popular culture and television Vladimir Zelensky together with the group have opportunity to recite their citizenship. Above all, the result of the formation of public sentiments by the creative elite serves as a platform for electoral trust. The mentioned idea allows us to state that humor as a tool of political discourse is a weapon that gives visible results in the electoral campaign.