communicologyКоммуникологияCommunicology2311-30652311-3332МАК10.21453/2311-3065-2018-6-4-89-98communicology-175Research ArticleПОЛИТИЧЕСКАЯ СОЦИОЛОГИЯPOLITICAL SOCIOLOGYПроблема изучения виртуального пространства русской этнической идентичности в условиях Web 2.0The Study of the Virtual Landscape of Russian Ethnic Identity in the Era of Web 2.0ФёдороваА. А.FedorovaA. A.

Анна Александровна Фёдорова, аспирант факультета социологии

99034, г. Санкт-Петербург, Университетская наб., 5

Anna Aleksandrovna Fedorova, postgraduate student of the department of sociology

199034, St. Petersburg, University emb., 5

an-f@list.ruСанкт-Петербургский государственный университетРоссияSt. Petersburg State UniversityRussian Federation201826012022648998Copyright © Фёдорова А.А., 20222022Фёдорова А.А.Fedorova A.A.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.communicology.ru/jour/article/view/175

В статье раскрываются ключевые аспекты изучения репрезентации русской этнической идентичности в сети Интернет, а также кооперации пользователей по принадлежности к определенным этническим группам. С опорой на актуальные проблемы теоретико-методологического запаздывания отечественных исследований, посвященных виртуальной этничности, автором анализируются теоретические подходы к определению данного понятия и приводятся основные направления современных теоретических дискуссий в его проблемном поле. Кроме того, внимание читателей акцентируется на морально-этической проблеме изучения пространства виртуальной этничности, а также на главных вызовах, с которыми может столкнуться исследователь, избравший этническую идентичность пользователей Сети в качестве предмета своих научных изысканий.

The paper represents the study of the issue of identity and identification of individuals on the Internet in conditions of rapid development of virtual communication on the basis of social networks. Internet is described as part of a postmodern culture with an inherent attitude to the personality and the formation of an individuality that is not identical to itself. The authors describe the process of identity formation in the social Internet space, which is connected with its virtualization through various tools of Internet communication. It is shown that the identification process is conditioned by the level of development of the society and should be characterized by gradation from complete anonymity and confidentiality of participants in virtual communication during the initial period of the formation of social networks to the actual identification of the person at the present time. The text gives the description of this process by stages. The conclusions highlight the influence of this process on the formation of marketing communications technologies, such as social media marketing, viral technologies, augmented reality. 

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The authors declare that there are no conflicts of interest present.