The construction of national identity in the digital society is increasingly shifting to social networks, which have become stages for self-expression, where it acquires the character of a virtual performance. Being X means playing the role of X so convincingly that the audience will believe it. At the same time, the role can represent a person in varying degrees - from a mirror reversal to a simulacrum, i.e. a symbol without a real signifier. The digital role, divorced from self-awareness, can be motivated both by a commercial strategy for the struggle to expand the audience and / or fulfill an order, or by the official functions of an official, manager or activist who are tasked with creating the moods necessary for the customer in the networks.The article presents the results of an empirical study of technologies for representing national identity in Russian-Language social network TikTok. The aim is to study the tools for constructing national identity in a digital society. Empirical data was collected using the analysis of blogs, where the unit of analysis is a blog as a case. National identity is performed with the help of a systematic demonstration of national self-identification, language, costume, cuisine; music; scenery (nature / house interior, etc.), national rituals and everyday customs, tourist preferences. The need for national self-identification increases, firstly, in a multicultural context or in minority status, and secondly, in situations of national conflicts, when the need to mark the boundary between “us” and “them” with the help of symbols increases.