This article presents the findings of a discourse analysis of mobilization practices in regional online youth communities in Siberia during the special military operation (SMO). Such communities are conceptualized as less readily recognized but active agents of networked interaction, engaged in mobilizing (activating) collective efforts to transform public life in their regions.

The study draws on posts by youth communities in the Siberian macroregion, which, as defined in this study, encompasses the Khanty-Mansi and Yamalo-Nenets autonomous okrugs; Kemerovo Oblast–Kuzbass; Tomsk, Irkutsk, Novosibirsk, and Tyumen oblasts; Krasnoyarsk and Altai krais; and the republics of Khakassia, Tuva, and Altai. The online communities studied include official accounts of state organizations and government representatives working in youth policy, profiles of civic youth organizations and movements, regional and city-based public social media pages aimed at young people, and associations of young people engaged in creative work, employed young people, and religious youth. Mobilization practices in these communities were examined through posts related to the SMO.

The discourse analysis of the textual corpora identified the main thematic clusters: (1) those common to all regions studied (military topics, patriotism, humanitarian aid and support for military personnel, social support for families, and heroism); and (2) those specific to particular regions (societal consolidation, regional identity and social cohesion, collective action and participation, culture and the arts, and awards). These clusters were then classified as either action-oriented or value-oriented. The study shows that both the cross-regional and region-specific thematic clusters are dominated by informational and educational content with a patriotic orientation. By contrast, content illustrating successful examples of young people coming together and providing practical assistance to those in need is less prevalent.

The article concludes that content reporting the outcomes of young people’s own initiatives accounts for a declining share of online discourse, while young people’s goals in using social media are shifting toward building their own social capital.

social mobilization, political mobilization, Siberian macroregion, online communities, special military operation, youth

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