Technology of Forming Electoral Narratives in the Presidential Campaigns of V. Putin and D. Trump (2024–2025): A Comparative Aspect

The study is dedicated to the comparative analysis of electoral narratives in the presidential campaigns of V. Putin and D. Trump (2024–2025). Particular attention is paid to identifying the key communicative strategies and discursive anchors utilized in their inaugural speeches. The relevance of this topic is underscored by the increasing role of political discourse in shaping public opinion and legitimizing power. The scientific novelty lies in the development of the author’s classification of communicative strategies – persuasion, legitimization, delegitimization, evasion and selfpresentation – in relation to modern political and media realities. The analysis reveals significant differences in the approaches adopted by the two leaders: V. Putin emphasizes stability, historical continuity, and traditional values, while D. Trump focuses on change, criticism of the previous government, and charismatic leadership. The study elucidates the specificities of the political cultures of Russia and the United States, and it demonstrates the mechanisms of forming electoral trust through language. In conclusion, the findings suggest that the divergent strategies employed in their campaigns reflect broader cultural and political contexts, thereby contributing to a deeper understanding of electoral communication in the modern political landscape.