The role of avatars in Russia's digital communications system: regional practices analysis
DOI:
https://doi.org/10.47475/2070-0695-2026-59-1-68-75Keywords:
userpic, social networks, personal branding, corporate positioning, political communication, digital identity, visual communicationAbstract
The article examines the role and functional features of the profile picture (avatar) as a key element of digital communication, based on an analysis of expert interviews with media and PR specialists, administrators of large online communities, higher education and communication managers, and chief editors of regional media in the Ryazan region. The study identifies major strategies for using avatars in the construction of personal and corporate identity, the expression of solidarity, and political positioning. The theoretical framework relies on the works of Saussure, Goffman, Mead, Bourdieu, Castells, van Dijk, and Edelman. The findings indicate that the avatar has evolved from a simple identifier to a meaningful unit with powerful semiotic element reflecting both nationwide trends and the specific features of local communicative practices. These practices are shaped by unique opportunities and risks inherent to the regional context. The study contributes to the broader understanding of visual communication and digital culture in Russian regions, offering insights into the interplay between symbolic representation and socio-political dynamics in online spaces.References
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