Political communication on Facebook: Russian case [Comunicación política en la red social Facebook: segmento rusoparlante]
Features of political communication in Russian-speaking segment of the Facebook network are analyzed in the article. Research scope consisted from politically active groups (N 200) and actors (N 291) for the period of January-May, 2014. The research methodology included interdisciplinary analysis. Actors were classified by politic opinions into mainstream, oppositional and nationalist clusters. Following types of the actors were identified based on network activity: designers of communication space, manipulators, graphomaniacs and local cluster authors. Communicative and speech behavior of the actors was also analyzed. Using formal cluster analysis it was shown that specific virtual identities are shaped in Facebook political communities. Virtual identities demonstrate distinguished communicative and speech behavior using different speech strategy and tactics and multimedia rhetorical resources. Today the analysis of communication processes in politically active communities in the network environment is of great importance as the virtual sphere becomes more and more significant for achieve of various political aims both in Russia and around the world.