centeroКонтуры глобальных трансформаций: политика, экономика, правоOutlines of global transformations: politics, economics, law2542-02402587-9324Center for Crisis Society Studies10.23932/2542-0240-2020-13-2-13centero-627Research ArticleТочка зренияPoint of ViewКоличественные текстовые характеристики как фактор успешности продвижения публикаций в рамках протестной коммуникации в социальных сетяхQuantitative Indicators of Text Style as a Factor of the Post Promotion in a Social Media Protest Communicationhttps://orcid.org/0000-0002-1464-2923ФилипповИ. Б.PhilippovI. B.

Илья Борисович Филиппов

студент аспирантской школы по политическим наукам

101000, ул. Мясницкая, д. 20, Москва, Российская Федерация

Ilya B. Philippov

PhD Student of Political Science

101000, 20, Myasnitskaya St., Moscow, Russian Federation

ibfilippov@gmail.comНациональный исследовательский университет «Высшая школа экономики»РоссияNational Research University “Higher School of Economics”Russian Federation202020072020132Цифровое общество249268Copyright © Филиппов И.Б., 20202020Филиппов И.Б.Philippov I.B.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.ogt-journal.com/jour/article/view/627

Полноценный анализ протестной активности в XXI в. невозможен без учета сложной взаимосвязи между онлайн- и офлайн-поведением различных акторов. Социальные медиа и, более широко, все интернет-пространство становятся площадкой для новых форм состязательной политики и делают возможными формы поведения, трансформирующие классические методы протеста. При этом цифровые площадки не являются нейтральными по отношению к самой коммуникации: взаимодействие пользователей в Сети имеет свои особые законы и свойства, которые сказываются на том, как различные акторы пытаются коммуницировать в онлайн-пространстве и каких успехов они в этом достигают. Данная работа направлена на исследование воздействия количественных характеристик стилистики публикаций на коммуникацию вокруг протестного движения в социальных сетях. В набор использованных характеристик вошли средняя длина слова в постe, число слов в посте, отношение числа знаков вопроса к числу слов в посте, отношение числа восклицательных знаков к числу слов в посте, отношение числа скобок к числу слов в посте, фиктивная переменная на наличие разницы между числом открывающих и закрывающих скобок. С помощью регрессионного анализа на выборке оригинальных постов из социальной сети «ВКонтакте» за 2018 г. авторы обнаружили, что количественные показатели стилистики текста являются статистически значимыми факторами, которые влияют на успешность продвижения постов, включенных в политическую коммуникацию. Тем не менее при попытке использовать данные предикторы для объяснения изменчивости широты и активности протестной коммуникации в различных контекстах объяснительная сила данных показателей оказалась незначительной.

A complete analysis of protest activity in the XXI century is not possible without an account of complex interrelations between online and offline behavior of different actors. Social media and the whole internet-space become a placement for new forms of behavior that transform the classical types of protest activity. Digital placements are not neutral to the communication due to specific laws and characteristics of online-interactions that affect the way actors try to communicate in the online and the extent they succeed doing that. This work investigates the influence of quantitative characteristics of text style on communication around protest movement in social media. The set of used characteristics consisted of mean length of a word in a post, the number of words in a post, a fraction of question marks over number of words in a post, a fraction of exclamation marks over number of words in a post, a fraction of brackets over over number of words in a post and a dummy on the difference between opening and closing brackets. Using regression analysis on a sample of original posts published in social media “Vkontakte” in 2018, we found that quantitative characteristics of text style have statistically significant impact on the promotion of the politically engaged posts. However, the predictive ability of these predictors to describe the variation between activity and broadness of protest communication in different context was inconsiderable.

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The authors declare that there are no conflicts of interest present.