ufajournalФольклор и антропология городаUrban Folklore and Anthropology2658-38952782-1757The Russian Presidential Academy of National Economy and Public Administration10.22394/2658-3895-2023-6-1-147-177ufajournal-28Research ArticleАКТУАЛЬНЫЕ ИССЛЕДОВАНИЯCURRENT RESEARCHОнлайн-сообщества московского ретро: подход экологии памятиOnline communities of Moscow retro: Memory ecology approachhttps://orcid.org/0000-0003-3205-1016РудьДарья С.RudDaria S.

Дарья Сергеевна Рудь,

Загреб.

Daria S. Rud,

Zagreb.

daria.rud.moscow@gmail.comНезависимый исследовательХорватияIndependent researcherCroatia20232901202551Цифровая этнография147177Copyright © Рудь Д.С., 20252025Рудь Д.С.Rud D.S.This work is licensed under a Creative Commons Attribution 4.0 License.https://ufajournal.ranepa.ru/jour/article/view/28

Этнографически рассматриваются онлайн-сообщества, посвященные Москве. Цель исследования — описать вариативность стратегий представления и потребления городской памяти и проанализировать ее медиасреду. Две группы Facebook*1 сопоставлены друг с другом, а также с ориентированной на ретрообразы платформой — Pastvu.com.

Показаны возможности применения концепций эмоциональной работы и динамики цифрового энтузиазма. Результаты эмпирического анализа показывают различные паттерны и направления эмоциональной работы и цифрового энтузиазма в двух Facebook-группах*. Платформа Pastvu.com представляет «другой вид» в медийной экологии, знакомство рассмотренных Facebook-групп* с которым практически неизбежно, но постоянная близость нежелательна. Не имея аналогов, Pastvu.com представляет технологическую инновацию в области экологии памяти.

In this study, online communities dedicated to Moscow are ethnographically examined. The aim is to describe the strategies of representation and consumption of urban memory, as well as to analyze the media environment. Two Facebook* groups are compared with each other and with a retro image-oriented platform — Pastvu.com.

The concepts of emotional work and digital enthusiasm are shown to be applicable to the comparison of online groups. The results of the empirical analysis show different patterns and directions of emotional work and digital enthusiasm in the two Facebook* groups. The Pastvu.com platform represents a “different species” in the media ecology. Although Facebook* groups are inevitably familiar with Pastvu.com, their permanent proximity is undesirable. Pastvu.com has no equivalents and represents a technological innovation in the field of memory ecology.

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