Abstract
The article considers the basic methodological approaches towards online network protest activity in western and Russian sociology. Five theories are described: smart mob theory (H. Theingold), cost minimization theory (C. Shirky, A.B. Nevesenko), theory of networks and flows (M. Castells, S.V. Dokuka, A.E. Gapich, D.A. Lushnikov), theory of solidarity and social performance (J. Alexander, I.V. Ksenofontova), and slacktivism theory (E. Morozov, Z.Bauman). The way that online social networks shape public protest activity is ambivalent, according to researchers. On the one hand, information and telecommunications technologies open up new perspectives for expressing civil position, collective mobility, and actualization of the problem field of the social protest, etc. On the other hand, they estrange the users from the actual protest movement focusing them on online interactions; when preparing for the protest actions, the protest movement leaders are de-anonymized which causes stricter control carried out by the authorities and law enforcement bodies. At the same time, each theory considers online social networks as an effective resource for getting information, for mobilisation, solidarity and synchronization that minimizes time and financial and emotional costs. Structural difference in approaches refers to the impact of new information and telecommunications technologies on protest activity which can be positive, negative or neutral. The proposed theories describe the online protest activity in terms of new form of civil initiatives carried out through intensive online interactions (joining the group or community, participating in online discussions, dissemination and approval of certain information, etc.), engaging the public in protest discourse, and causing immediate reaction to the actual problems.
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