Discursive strategies of digital activism in the context of media-political transformations

The modern media landscape is undergoing significant changes due to the increasing regulatory framework in the digital environment, highlighting the need for a thorough study of forms of civic response in the context of digital transformation. The subject of this research is digital activism – a specific form of civic communication manifested in social networks and digital media. The work aims to identify the speech strategies through which users and media actors interpret regulatory initiatives in the field of media regulation. Special attention is given to sustainable frames and speech strategies that shape collective meanings and reflect public perception of changes in the media-political space of Russia. The study also explores the role of digital platforms as spaces for the emergence of new forms of civic subjectivity and interaction between the state and society in the digital age. The methodological foundation of the research is based on a combination of content analysis and discourse analysis of user publications in social media and digital media, as well as secondary analysis of the dynamics of search queries on key information agendas. The conducted research has revealed key features of digital activism in the context of the transformation of media policy in Russia. Sustainable frames for interpreting regulatory initiatives have been identified: "information security," "total control," "rational dissent," "civic responsibility" – each of which is realized through various discursive strategies: ironic distancing, expert criticism, mobilizing calls, and pragmatic arguments. The analysis of the case of the "sovereign internet" law demonstrated the evolution of discourse from rational discussions to more polarized and emotionally charged positions. It was found that regulatory changes stimulate the activation of digital citizenship and form new forms of subjectivity, which are expressed in public statements and discourse. The results obtained allow for a deeper understanding of the mechanisms of public opinion formation in the digital environment and can be applied to forecast societal responses to further changes in media regulation, as well as to develop communication and participation strategies in the digital media space.

media activism, media policy, discursive strategies, regulatory initiatives, digital environment, online communication, media regulation, social media, public discourse, digital subjectivity