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In the 21st century, is a fundamentally fragmented society with post-industrial, industrial, rural and migrant communities showing divergent relations to state social policies as well as varying patterns of public deliberation and consumption, including .

Social fragmentation is, thus, mirrored in the fragmentation of the media systems; moreover, one more dimension, namely media hybridisation, intervenes and influences the formation of closed-up communicative milieus based on both social patterns and digital divide.

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Petersburg State University, Russia; Researcher, Free University of Berlin, Germany.

Email: [email protected]© The Journal of Social Policy Studies.

The research is expanded throughsearches for echo chambers and/or opinion crossroads in Russian Facebook vs.Results of an online survey with participants of the protest rallies (N=652), 11 in-depth interviews and 5 expert interviews were used to interpret the relations between self-reported media consumption dynamics and perceived political behaviour.The results show that the media diet of protest participants indicates a strong preference for several media clusters, especially social media, oppositional, and alternative-agenda media, while the consumption of traditional media and video is either plummeting or irrelevant.Of the several societal milieus observed by social scientists in Russia, some are seriously under-represented in the media system; and deep differences in media consumption, agenda setting, and public deliberation exist between all of them.Recently, a major value-based societal cleavage was revealed during the 2011-2012 protest rallies within the "For fair elections / white-ribbon" movement.

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