MOBILIZATION POTENTIAL OF THE VIRTUAL NETWORK SPACE

Abstract

The article analyzes the mechanisms of deploying mobilization processes in the virtual space of the Internet: the features of these processes are considered, models of distribution of mobilization content are highlighted, and techniques and tools of network mobilization are characterized. Mobilization processes online are characterized by a high degree of anonymity, the complexity of countering them, as well as low predictability of occurrence and development. Considering the problem of mobilization messages’ impact effectiveness on various types of target audiences, the special importance of the content of these messages, and above all, its characteristics such as extremeness, extraordinary nature, extreme character of information messages, is emphasized. A special place in the process of transmitting information is occupied by the virality of content – the possibility of replicating posts by users, which allows stimulating community members to unite. From the point of view of semantic content, it is advisable to consider mobilization content through the prism of a cognitive scheme – a key element of the frame, a kind of template through which a person receives and comprehends information: once in a similar situation, people act according to an already formed scheme. Mobilization messages in the context of cognitive schemes can have different variants; however, the analysis allows us to identify their universal components: the enemy, whose image is demonized; actions that need to be performed; forces that must unite to perform actions. One of the most urgent problems in the subject field of political mobilization is the communicative models for the dissemination of mobilization messages in online media. It is the study of the information transmission processes that allows us to identify the most effective methods and tools of influence. At the same time, recently, the trend of politicizing absolutely any virtual platforms and online tools that were not originally intended for mobilization purposes has become obvious.