THE SPECIFICS OF COMMUNICATION STRATEGIES AND TACTICS OF HATE SPEECH IN THE RUSSIAN SEGMENT OF SOCIAL MEDIA

The concentration of information resources in a single digital space, the anonymity of user statements, and the lack of network regulation create favorable conditions for the spread of destructive speech practices that violate public order. The purpose of this article is to study the activity of users in the Internet space, which made it possible to identify the specifics of communication strategies and tactics of hate speech. This work presents approaches to defining hate speech and related nominations, including hate speech, verbal aggression, and verbal extremism. The role of stereotypes and prejudices that provoke social phobias and increase verbal hostility is considered. From November 2023 to December 2024, a study was conducted on popular VKontakte and Telegram channel communities in the North Caucasus. Publications and comments from both news and uno cial groups were studied. The empirical basis was 618 entries containing signs of conflicts. As a result, a research strategy was developed that made it possible to identify and formulate the communicative tactics of the hate speech of the hard, medium and soft levels of network collisions. The results of the study led to the following conclusions. The specificity of hate speech is expressed in the implicitness of its content and adaptation to the algorithms of social platforms. The discriminatory agenda is shifting to content visualization tools: photos, memes, stickers, GIF animation, hashtags, videos, and broadcasts spread all types of intolerance. The virality of emotionally charged content and the democratization of information have led to a blurring of the boundaries of objectivity, where the number of views, reactions, and comments prevails over reliability. The results of the study can be used to predict and prevent speech conflicts in the digital environment.