Memetics as a new methodology at social media investigation

Abstract

This study is devoted to the process of transferring such social practice as social political movements to the cyberspace. This process was analyzed through the case of the political and civil actions unfolded in Russia in winter of 2011/2012 and then continued in spring 2012. Using the methods of network analysis, netnographical analysis and content analysis the capacity of the digital social network for mobilizing the new members for social movement and for spreading the new ideas was described at some level. Due to the hypothesis that Internet can generate a special perception framework for community members and a special envieronment to create new solidarities, in this research a cognitive approach and a subculture concept were used. Also a memetics theory as the main concept of methodological design and strategy was tested in order to systematize multiple variables of such complicated phenomenon and to unite different methods to perform finally a harmonious and logical study.