The Basic Subjects of Reideologization in the Digital Society

The article deals with the phenomenon of reideologization in the context of a digital society, where technology forms horizontal social connections, transforming the mechanisms of spreading ideology. The author explores the processes of reideologization as a response to criticism of deideologization, demonstrating the return of ideological meanings through “soft power” strategies and cultural allusions. The main focus is on the subjects of reideologization ‒ politicians, youth and the creative elite, who play a key role in the creation, adaptation and dissemination of ideological macronarratives. The importance of echo-chambers as a platform for the trans-mission and accumulation of ideological meanings is noted. The author comes to the conclusion that reideolo-gization supports the normative order, rethinking classical ideologies in a new digital context. Reideologization in a digital society is a complex process where classical ideological meanings are processed through new me-dia formats and network communications, while maintaining their importance for the social order.