Professional dynasties in the space of new media

The study focuses on representations and discourses of professional dynasties in the space of new media. The aim of the research is to reconstruct social meanings and methods of constructing dynasty in the space of new media. The empirical base was made up of information units determined using a search query in Yandex (N = 32). The main formats for presenting professional dynasties are specialized projects, school contests, contests for creative (sports, workers) dynasties, headings on the websites of organizations and administrations of settlements, problem video lectures, reports on professional holidays (power engineer day, gas worker day) and special dates in the activities of individual organizations, congratulatory messages and epitaphs. The dominant discourse includes the social and personal significance of family and professional ties, the continuity and natural-ness of the choice of the professional path, the early involvement of representatives of the dynasties in professional activities, the environment with things and objects that determined the decision to continue the dynasty. The basic oppositions of the predicative elements of discourse act as a natural entry into the profession versus a rational choice; wealth/ material conditions versus vocation/ service; approval versus disapproval of parent/relatives; dynasty versus nepotism, unjustified promotion and use of social capital.