The Significance of Protest Mood in Forming a Developed Civil Society in Russia

The highly resonant 2019 cases in Russia (‘Golunov’s Case’ and ‘Moscow Case’) make it possible to notice the tendency associated with the consolidating significance of protest mood in the context of the dynamically proceeding sociopolitical process of forming a developed civil society. This self-organizing system is determined by strengthening the role of the communicative and cultural memory in constructing ideological landmarks. Media merch is a product of communicative and cultural memory, used for the mythologized interpretation of a particular phenomenon or process based on previously created existing archetypes. #iwe … which initially served to manifest solidarization, subsequently became a trigger to mark a case as especially worthy of attention. Its abuse (mainly in the promotions of marketers and social media memes) led to the routinization of the form and banalization of the content – the destruction of the originally ‘sacred’ meaning as an indicator of the developed civil society subjects’ will.