Abstract
Cyberspace provides digital tools for creating virtual ethnic communities and distributing information content reflecting ethnocultural traditions and values, which contributes to the formation of new technologies for representing ethnicity. The emergence of online platforms and web communities, as well as the use of digital media to preserve and broadcast ethnocultural heritage, has opened up new opportunities for indigenous peoples facing the threat of losing their unique culture in the era of globalization. The Sami of the Murmansk region are one of the indigenous peoples of the Russian Federation, demonstrating successful adaptation to modern information technologies and creating their own cyber communities. They use various online platforms, including social networks and instant messengers, not only to communicate and expand social contacts, but also for the purpose of ethnic manifestation. This article examines the virtual practices of representing the ethnic culture of the Kola Sami in the cyber community. Analysis of the content of the most popular Sami web community on the social network VKontakte (“Sām olme vkontakte.ru / Sami VKontakte”) made it possible to identify key topics that are actively discussed within this virtual group and serve the purpose of updating ethnic identity.
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