Mythology of Runet network communities

The article is part of a project aimed at researching the subjective policy space in a network society. It is dedicated to the mythology of RuNet online communities («MAMA™», «Real Football»). The myth is characterized as a discursive construct that conveys ideology. The study was carried out using content analysis, which made it possible to identify the thematic discourse structure of online communities, and the discourse-mythological approach, developed by D. Kelsey based on the integration of critical discourse analysis and the theory of myths. The research is based on C. Flood, R. Barthes's concepts of the myth, M. Mauss's explication of magic as a technique for changing the reality. The network community «MAMA™» broadcasts mythical narratives about natural motherhood, maternal instinct and altruism, universal maternal experience, the archetypes of «yummy mummy» and «pregnant beauty». Myths legitimize the ideology of intensive motherhood; there is discursive framing of consumption as a material expression of maternal love and care. On the page of the online community «Real Football», the football club is presented as a dream factory; the status of heroes and wizards is attributed to players and coaches; the creators of community unite supporters through a family myth. Myths spread and support the ideologies of «football-centrism», «football as a man's game»; mythology hides the «microphysics of power» of football life from the view of the «other».