ФЛЕШМОБ КАК СОВРЕМЕННАЯ ФОРМА ОБЩЕСТВЕННОГО И ПОЛИТИЧЕСКОГО УЧАСТИЯ: АНАЛИЗ ТЕХНОЛОГИЧЕСКОГО, МОТИВАЦИОННОГО И ИДЕНТИФИКАЦИОННОГО ФАКТОРОВ

Abstract

Modern digital technologies contribute to the emergence of new forms of social and political activity. One of these forms of participation is flash mob. Flash mobs are able to activate society for mass participation in various political events, which indicates the relevance and necessity of studying flash mobs as a modern form of citizen participation in social and political processes. The purpose of this study is to conduct a comprehensive analysis of the flash mob from the standpoint of the intersection of several factors: technological, identification and motivational. The research methodology at the theoretical level is made up of the theory of the information society and the concept of “network identity”, on the empirical level - the method of sociological survey with the subsequent compilation of contingency tables. As a result of the study, it is established how widespread the practice of participation of active users of social media in various flash mobs is. Based on the data on the most significant opportunities for using social media, an interim conclusion is made about the existing motivational attitudes of the participants in flash mobs. Through the use of several determinants of network identity, a number of its properties are identified and considered, which are manifested in the communicative space of social media. It is established that the factor of participation / non-participation in the flash mob is not decisive in the manifestation of the properties of network identity.