Mechanisms of identity formation in social movements. By the material of Russian-speaking Internet

Abstract

The article is devoted to the topic of identity as an integral part of a perspective of a “new” social movements problematics. Identity is understood in its “weak” version – as created by a voluntary chosen symbolic system of values, convictions, beliefs – shared by an individual with the group. Thus, the participation articipation in new social movements, thus, allows the individual to represent himself as a supporter of these values and meanings, not only defending his interests, but also creating an image of his “Self”. The interactivity of the new media allows the participants of the movement to interpret, process and appropriate cultural values associated with the movement and build on their basis new social practices. Among the symbolic parameters of the movement one can name an ideology, an image of the group (who “we” are), the degree of aggressiveness of the movement, the degree of commitment and motivation of participants. Among the sources – verbal (manifestos, statements of leaders and rank and file members) and visual (symbols of the movement, photos and videos, demotivators, memes, gifs, etc.). The analysis focuses on the stated goals, values, principles of action; rhetorical characteristics of texts and aesthetic – of visual materials; the proportion of rational, emotional, moral categories in the discussions.
The article through example of two movements reveals mechanisms of the representation and appropriation of meanings (ideology and image of “us”) associated with social movement. Сonclusions are drawn about the relationship between the typological characteristics of the movement and the ways of its representation, the homology of verbal and visual means, the importance of not only the content but also the image of movement for the self-identification of its participants.