Beyond the mainstream: the impact of Tumblr, Reddit and other niche digital platforms on citizen political mobilization

In the context of declining trust in traditional media and political institutions, digital platforms are becoming a new arena for political struggle. Niche social networks such as Twitch, Reddit, and Tumblr create unique ecosystems of interaction, where political messages can be distributed faster and in a more emotionally charged form. Studying their role in political campaigning is relevant, as these platforms allow you to directly address audience segments that are traditionally inaccessible through classic digital communication channels. Unique features of niche platforms, including their algorithms, content, and community specifics, allow them to become a powerful tool for shaping political views and engaging users in social and political processes. The author analyzes what factors make these networks important for modern political campaigns and how their use can affect the success of political institutions. The study is based on the analysis of existing cases and user behavioral data and platform tools. Twitch, Reddit, and Tumblr have become centers of meme culture, microtargeting, and aggregation of users with common interests. For political institutions seeking to adapt to these changes, it is important to understand how these networks influence the politicization of society, the strengthening of activism, and the dissemination of ideas from the bottom up. The study of this topic will help to institutionalize new methods of political agitation.