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Owing to its history and challenging circumstances, social networks communityin Ukraine is a very interesting polygon for the study of communications in theconstantly changing environment, especially in the political discourse. Thisunique environment requires three dimensions to ascertain the politicalposition of its participant. But 2019 presidential elections made this objecteven more spectacular. The winner of elections comedian Volodymyr Zelenskyireached 73% of votes without any issue ownership, with empty agenda, and thisinfluenced the electoral content of social networks and their authors behavior.We saw, that the issue ownership by other candidates succeeds in making theirissues more salient in social networks. But the new phenomena, the non-agendaownership, overcome any ideological influence, especially under the conditionsof punishment mechanism applied to old politicians. Analyzing social mediacontent and users behavior in the period between two rounds of elections, wefound considerable overlaps between this campaign and the 2016 Trump campaign.We approved the widespread of filter bubbles, negative campaign messages, fakenews and conspiracy theories. Active and powerful core of Ukrainian Facebookthat was responsible for the Revolution of dignity now became less significantand even turns into the huge filter bubble of active people. We also provedthat manipulations and fake news in the environment of private groups may be asmuch powerful as in a case of classical communication based around the opinionleaders.

Under the Conditions of Non-Agenda Ownership: Social Media Users in the 2019 Ukrainian Presidential Elections Campaign