Downshifting in Social Networks

Abstract

The problem under investigation is urgent due primarily to the growing role of virtual
communications in modern society, and to the growing influence of the information
flow on a person’s consciousness. The purpose of the article is to study downshifting
in social networks and to identify behavior patterns using the example of the
downshifters’ community in Kirov. They consciously limit virtual communications in
social networks on the Internet. The authors of the article used the methodology of
qualitative sociology, since the subject of the research is new and atypical social
phenomenon for modern society. The sample of the study included representatives of
the youth of the city, the choice of respondents was based on the snowball technique.
The leading method is a qualitative deep semistructured focused interview, which
allows to identify causes of virtual downshifting and features of vital activity of
participants in this social group. Empirical material was processed with the help of the
method of analytical induction, that is to select several groups of phenomena with
recurring signs from the set of phenomena, and then to construct a hypothesis about
the properties of groups. The results of the article are: the identification of reasons for
downshifting in social networks; the characteristic of the typical behavior of the
downshifting community; and the identification of two subgroups within the studied
community with slightly different models of behavior. The theoretical significance of
the research is the development of scientific knowledge about the phenomenon of
downshifting. The materials of the article can be useful for authorities, businessmen,
teachers and educators working with the youth audience.