Conflict mobilization in Russian social media communities as an actual practice of protest communication: collective and personal dimension

From the standpoint of communicative approach conflict mobilization is considered in the article as an actual practice of protest communication in modern Russia. The parameters of the collectivepersonal dimension of conflict mobilization in the most popular social networks among Russian users: VKontakte, Odnoklassniki, Instagram, Twitter, Facebook are presented. Major forms of social group members online participation in protest actions, interaction means of conflict mobilization communities and the formation of Internet solidarity have been characterized with such criteria as publication volume and frequency. Selective factual and emotional-psychological argumentation with elements of defamation of opponents is concluded to prevail in the communicative behavior of the addresser. Frequent implementation of phatic strategy through consolidating appeals to community members with elements of idealization and glorification of protest actors is revealed. The addresser’s self-presentation strategy is noted to be applied rather rarely; it is actualized mainly through their identification with the collective position of the group and the mass addressee. It has been established that the addressee is characterized by active self-presentation through the presentation of a subjective position opposed to a mutual opponent, is distinguished by an appeal to ethical and emotional argumentation, a variety of phatic tactics. The article reveals the relevant language means of implementing the identified strategies, shows the features of the text structure of mobilization posts.