ABSTRACT
The article analyzes the characteristics of clusters of Russians - so-called "anti vaccinators", identified during automated segmentation of social media accounts of Russian Internet users. The basis for the segmentation of vaccination opponents was the Russian social media communities criticizing the organization of the vaccination campaign against COVID-19. Special software uploaded the content of the accounts of participants of antivaccination communities. During the combined application of cognitive mapping and automated analysis of social media documents of opponents of vaccination, the main discourses, and contexts of criticism of the vaccination campaign, methods of manipulation of mass consciousness used for their formation were established, gender and age characteristics, value and civic attitudes of opponents of vaccination were identified.
ABSTRACT
The results of the All-Russian survey on the social well-being of citizens in the context of the spread of the COVID-19 pandemic are presented. The baseline results were conclusions about changes in Russians 'offline and online consumer behavior, social expectations, fears and citizens' perception of universal vaccination as a measure to combat the COVID-19 pandemic. The study showed that three types of fears prevail among Russians: coronavirus infection of relatives and friends, their own illness when they do not receive the necessary medical care, and a drop in income (worsening living conditions) amid an uncontrollably spreading pandemic. The analysis of the survey database showed the activation of digital behavior of citizens in the context of the pandemic, which became a favorable factor in the development of online retail. Against the background of the spread of the COVID-19 virus, the age structure of the Russian national audience is changing, and the digital gap between generations is gradually being bridged. The pandemic triggered the involvement of older people in the digital space. Cluster analysis of the research data made it possible to segment Russians into three groups in relation to the pandemic and measures to overcome it: covid-pessimists, who suffered the most from the restrictions of the corona virus and did not adapt to life under conditions of covid-restrictions;covid-optimists who have successfully adapted to new circumstances in connection with the spread of the COVID-19 virus;covid-realists focused on constructively overcoming the negative consequences of restrictive pandemic measures. Their socio-demographic and behavioral characteristics have been analyzed, and the specificity of the civic position of representatives of various clusters of Russians has been established.