TENDENCIES OF FUNCTIONING FLASH MOBS IN RUSSIA: THE ROLE OF SOCIAL ONLINE ENVIRONMENT AND SELF-ISOLATION IN THE DEVELOPMENT OF NEW FORMS OF FLASH MOBS

Abstract

This article focuses on analysis of flash mob as a form of social activity in contemporary society. The aim of this article is to define the main ways of representation of flash mobs in online environment of Russian society. The additional objectives of the article are as follows: finding out the last tendencies in development of flash mobs and their social functions; defining the main parameters of representation of flash mobs in media and Internet; assessment of the functioning of flash mobs in pandemic situation. Some characteristics of flash mobs are defined in the article, such as mass character, simultaneity, the use of modern technologies, and emotional involvement. Traditional flash mob originally was based on spontaneity, absurdity, and lack of specific subtext. Last years, traditional flash mob is increasingly loaded with meaning provided by different communities, leaders, and authorities. The “modernized” flash mobs with specific meaning and goals replaced their traditional forms and became powerful influence on social attitudes. It becomes a new form of presenting cultural, political, and other values, and actualizes social problems. For studying forms of Russian flash mobs, the publications in mass media, Internet, and social media for the period of 2018-2020 were analyzed. “VKontakte” communities dedicated to online flash mobs during the 2020 self-isolation period were also taken for analysis, in particular posts from the walls of the communities and their participants. The units of selection were the communities corresponding to the theme of self-isolation with the largest number of participants and characterized by the greatest activity. The results show the following tendencies in the development of flash mobs: the increasing role of social media in organization of flash mobs; decreasing proportion of classical flash mobs with entertaining goals; the development of art-mobs and prof-mobs, and patriotic flash mobs; compensatory and emotional functions of flash mobs in pandemic period.