Belorussova S. Yu., Danilova E. N., Sysoeva M. E. Hashtages and ethnicity

S. Belorussova - Peter the Great Museum of Anthropology and Ethnography (Kunstkamera) of the Russian Academy of Sciences St. Petersburg, Russian Federation ORCID: 0000-0002-2069-3452

E. Danilova - Institute of History and Archaeology of the Ural Branch Russian Academy of Sciences Peter the Great Museum of Anthropology and Ethnography (Kunstkamera) of the Russian Academy of Sciences Ekaterinburg; St. Petersburg, Russian Federation ORCID: 0000-0002-8183-4810

M. Sysoeva - Institute of Ethnology and Anthropology RAS Peter the Great Museum of Anthropology and Ethnography (Kunstkamera) of the Russian Academy of Sciences Moscow; St. Petersburg, Russian Federation ORCID: 0000-0002-0553-4998



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ABSTRACT. Having become an essential part of everyday life and a symbol of the modern lifestyle, the Internet transmits and shapes the dynamics of sociocultural changes, the new level of communication and interaction. In recent times, hashtag has become one of the most popular instruments of Internet communication, and it is nowadays not only a means of information dissemination in social media but also a way of identity broadcasting. Ethnic communities aiming to maintain their unity and develop a new communication mode have found in hashtags an opportunity to set boundaries between the Self and the Other, and delineate their own space. Hashtags have allowed the Izhma Komi to single themselves out as a separate community under the endonym #iz’vatas. Kryashens also appear to be highly interested in hashtags and are developing a particular algorithm of their usage both for the creation of an external image of the group and retaining of its inner vitality. In case of the Ubykh, the usage of hashtags not only brings hopes for the revitalization of their community (though only in online space), but also represents a virtual tribute to the gone ancestors and the memory about the lost homeland. For the ethnicity, hashtag is, on the one hand, a means of communication and maintaining the vitality of a community and, on the other, an instrument of defending its distinctive character and competition with other groups. A community shaped by a hashtag has its own rules and traditions, interests and preferences, and strong and weak points, affecting, at the same time, the dynamics of the ethnicity both inside and outside the web.


DOI 10.31250/2618-8600-2020-3(9)-33-61
УДК 0 04.7:39


KEYWORDS: hashtag, ethnicity, Izhma Komi, Kryashens, Ubykh, virtual ethnicity, cyberethnography, Internet



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