Within the framework of the study of the digital agenda, the most relevant issue is the question touching the people that shape this agenda. Is it true that politicians, including mayors, are the starting point in the political process that sets the vector for the development of the political agenda in the digital space? To what extent do municipal and regional politicians shape or reflect the digital agenda? What is included in this agenda? What is the reaction of users / residents of the city to this agenda as an official discourse produced by the heads of cities? To find answers to these questions, we conducted a study of the digital agenda. through network analysis, content analysis, visual analysis and linguistic and discursive analysis of the official accounts of the mayors of Russian cities. The selection of mayors was carried out on the basis of the Medialogia rating for 2020: A. Lokot, Mayor of Novosibirsk, N. Kotova, Mayor of Chelyabinsk, I. Khadzhimuradov, Mayor of Grozny, Y. Rokotyanskaya, Mayor of Ryazan. The empirical base was compiled by the method of continuous sampling of posts, hashtags, photos and videos as well as all comments under the specified posts of the official accounts of Instagram, VKontakte, Facebook, Twitter and Odnoklassniki for the period October 1, 2020 -December 31, 2020. The main conclusions obtained during the study of the discursive topics of the analyzed accounts, the visual component and comments as a reaction of users to the digital agenda and official discourse are presented.

The article examines popular social networks from the standpoint of the gender specificity of the authors and the age profile of users with the aim of further qualitative consideration of the accounts of deputies the analysis of the accounts of the deputies of regional parliaments from a visual and linguistic discursive point of view in the era of the global trend for digitalization is carried out. In the course of the study, the main and gender features of the effective filling of accounts of social networks VKontakte, Instagram, Twitter, Facebook, YouTube, TikTok and Telegram are identified. The empirical basis for the study of the network image was the text and visual content of accounts, as well as threads of comments and user discussions in the accounts of the following regional deputies for the period September 2020 - February 2021. The analysis focuses on the gender specificity of the content of the studied accounts and the reaction of subscribers of both genders to various popular topics in the posts of MPs. For each of the selected social networks, the formed network image of the deputies is analyzed. Also, the article analyzes the gender specificity in the legislative bodies of power among the deputies of regional parliaments, fixes the tendencies of an increase in the number of women in power structures at the regional level. On the basis of the study, conclusions are drawn about the unequal ratio of the representation of women and men in legislative bodies, in contrast to foreign power structures. Gender specificity in the filling of accounts is noted: creation of the image of a “strong woman-deputy”; adherence to personal "family values" in the posts of male deputies. At the end of the article, the main conclusion is given about the low level of efficiency of communications of deputies in the Internet space on the most popular social platforms; recommendations are proposed for changing the indicators of the activity of deputies in social networks at the level of government and each individual deputy.