Abstract
The purpose of this work is to identify the specifics of the online audience behavior before major street actions in Russia: how users react to current events, what is the focus of their attention, which authors, publics and publications are gaining popularity. The research was held on 7 social media platforms and based on content analysis including both a quantitative and a qualitative methodology. A certain similarity was revealed in the behavior of users of different platforms within the same period: they were interested in the same news and the positions of the same personalities. In addition, Twitter and social media users showed an increased interest in each other's reactions to the events that concerned them. The «climate of opinions» investigation held by social media users was especially obvious before the rally, announced suddenly. The research also revealed similarities in media consumption, interest in the same opinion leaders and a similar level of politicization before rallies among users of 5 platforms. These social media form a unified segment of the public sphere. The research data suggest that the platforms where «the climate of opinions» leans in favor of the protest agenda are more likely to influence protest activity. At the same time, direct calls to take to the streets seem to have an insignificant impact on protest behavior.
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