Platform Work in the Mirror of Russian Media in 2020‒2024

The article examines the impact of digital platforms on socio-economic dynamics in Russia. Their role as new social and economic actors transforming employment and business models is analyzed. Based on the content analysis of news and analytical materials in the Russian information space for 2020-2024, as well as sta-tistical data, the key trends of platform employment, its perception in the media and public consciousness are con-sidered. The study highlights the reinforcing discursive work of digital platforms, which not only adapt their models to legal norms, but also shape public narratives, seeking to legitimize their activities and reduce negative stereo-types about platform employment. For example, perceptions of platform employment as “empowering,” providing ease of entry and flexible customization to life circumstances and challenges, are actively promoted.