Introduction. The development of a digital society as a new stage of social evolution entails a transition to a qualitatively new level, which becomes digital. Theoretical analysis. Using a communication approach, the authors turn to the category of political communications in order to show the role of digital technologies in the modern functioning of the ideological. The concept used avoids the rigid opposition of the material and the ideal in the functioning of ideology and fits the production of the political into the general structure of social communication. This production can be viewed from the general perspective of social constructivism, with which the communication approach is genetically linked, but also taking into account the actant nature of digital media. The ideological then turns out to be detectable at the level of generalization of the political meanings of social communication, while its genre expression obeys the general logic of hybridization of genres and forms of communication in the Internet space, where coherence is set by trans (through) formative hypertext links. In these conditions, ideology is guided by small genre Internet forms, precedent phenomena that provide visualization of complex concepts of ideological macronarratives in the media text. The most characteristic form of this is the Internet meme. Conclusion. Digital ideology can be understood as a network system that integrates different levels of political communication through digital technologies and ensures the free conversion of ideological meanings starting with political treatises till Internet memes.