Амбивалентность ценностей успеха в российском цифровом дискурсе

Вестник Российского университета дружбы народов. Серия: Литературоведение, журналистика. 2026. Т. 31. № 1. С. 151–162.

Grigoreva M., Zverev S., Kozhemyakin E.

The article examines how "success" is represented in the Russian segment of social networks, what value narratives are associated with it, and what social norms are reinforced through users' statements about achievements, both their own and others. The study is based on the analysis of more than 2 million messages collected from open sources, using methods of automatic thematic classification (LDA), clustering and qualitative content analysis. Particular attention is paid to the user's description of personal achievements, overcoming difficulties, social recognition and the role of collective values in the representation of success. The analysis shows that digital narratives of success in Russia are formed at the intersection of both global trends of individualization and local cultural attitudes towards modesty and recognition of success only in the presence of signs of merit – hard work, overcoming, social benefit. The findings complement existing theories of self-presentation, demonstrating how the digital space is becoming a "stage" for the normalization of forms of demonstrating success.

Keywords: социальные сети, успех, values, success, ценности, самопрезентация, cultural norms, цифровая культура, self-presentation, social net, narratives, нарративы, digital culture, КУЛЬТУРНЫЕ НОРМЫ

Publication based on the results of: Modern Technologies of Socio-Political Communication (2025)