Media frames “liberal” / “liberalism” as an example of hate speech in the public media discourse (based on the materials of the publics in “VKontakte” social network)

The author analyzes the media frames “liberal” / “liberalism” presented in the public discourse of VKontakte social network. For high-quality content analysis, publics (Internet communities) characterized by maximum attendance were selected: Rhymes and Punches, Leonardo Daivinchik, MDK. In order to present the images of liberal and liberalism represented in social media, we have characterized the academic understanding of the term “liberalism”, designating it as a concept. “Liberalism” refers to an evolving philosophical trend and ideology. In the modern public media discourse, “liberalism” has received new semantic characteristics. The comparison of the representation of “liberalism” and “liberal” in the Internet comments of VKontakte social network users and its academic meaning was based on the ideas of classical, cultural and social liberalism, which include the most common principles. Content analysis units are represented by derivatives of the academic meaning of the concept (legal protection of human dignity, freedom of speech, etc.), as well as modern political jargon. The chronological framework chosen for the analysis of Internet comments is related to the electoral cycle during the State Duma elections in September 2021. The findings of the study allow us to speak about the negative image of liberal and liberalism, represented both in political and non-political Internet comments. Internet comments mentioning liberals and liberalism use mainly soft hate speech, the academic features of the concept of “liberalism” do not actually find expression in its media frame.