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“Political” and “Religious” Labels in Social Media as a Tool for Political Mobilization

Ways and methods of digital mobilization of citizens through forming political labels for protest actions are considered. The most popular social media in the Russian Federation are analyzed in terms of forming political labels, as well as the tone of information and the mechanisms for mobilizing citizens. The authors come to the conclusion that most commonly in practice a political label is a trivial linguistic sign that establishes a negative, discriminatory connection between a signifier and a political phenomenon.