The document discusses how social Internet projects can modulate social reality. It argues that the Internet increases the possible nature of social reality by broadcasting information about norms. It acts as an arena for forming representations of normal/deviant behaviors and reflects reality through meanings and narratives. If these meanings resonate widely, the Internet can modify and strengthen social norms. Social Internet projects are defined as sets of ideas and discourses reflecting desires to change behaviors, values, and practices through social marketing strategies in virtual communications. The strategies discussed include positive self-presentation, inclusivity, personalization, recruitment of supporters, and weakening opponents.

1. (A)social Internet Projects as
Modulators of Social Reality
Tatiana V. Shipunova,
Dr. Sociology, Professor
St. Petersburg State University
shtatspb@yandex.ru

2. INTERNET:
1. Increases possible nature of social reality.
2. Broadcasts facts and data inter-and intra- cultural variability of norms
concerning similar behavior, intra-cultural variability of norms in the form of
positional direction of norms addressees (power and domination aspect ).
(Lamnek S. Theorien abweichenden Verhaltens: eine Einfürung für Soziologie, Psychologie,
Pädagogen, Juristen, Politologen, Kommunikationwissenschaftler und Sozialarbeiter. – 7.
Auff. München: Fink, 2001. S. 42)
3. Acts as public arena for formation of representations about normal/deviant,
determining by that semantics of social reality out of Internet;
4. Is generalized reflection of reality of sui generis shown as a stream of meanings,
narratives, every-day knowledge in all things;
5. Internet is not just an echo or storage of meanings, daily experience, it is the
modulator reconstructing, strengthening or reducing influence of meanings,
narratives, etc. If any meanings, estimates, narratives get to a resonance with
meanings and narratives of many users, information transferred from Internet
amplifies many times over and can if not completely change reality of sui
generis, it is essential to modify system of social norms.

3. General logic of modification / change of social
norms:
doubt in estimation
ideas and their justification;
intentions of violation of norms;
violations and their justification
formation of new norm;
experience distribution

4. The Concept of A(social) Project:
(A) * social Internet project is a set of the ideas, meanings, discourses, close to every-day
practices of subjects of social interaction. They reflect people desire on
change of behavior samples, values and advanced in virtual communications by
means of social marketing strategies.
Orientation of projects:
 negative
 positive
"a" is quoted that has to smooth undesirable connotations and allow to avoid unnecessary estimates
as (a) social project not necessarily has destructive character.

5. Promotion a(social) projects in Internet-communication
Promotion is understood as promotion (creation, formation) of a certain idea
and some actions for the statement, fixing in consciousness of
participants of the sites (both real, and potential) this idea.
Productivity of impact on consciousness of people of Internet projects will be
higher, than influence of traditional moral values and normative system
as the marketing of ideas used by owners of Internet resources has a
number of advantages as such:
a) bigger availability of various and actual information concentrated in one
place,
b) interactivity, anonymity, fascination, beauty, etc. material.

6. Main resources for successful promotion (a)social Internet
projects:
 powerful: opportunity to lobby the interests; communication with
authorities and their supports;
 material: specialized software;
 technology: the use of new technologies;
 financial: possibility of recruitment and compensation (money, awards,
career development) of people serving Internet resources and delivering
necessary information;
 information: the presence of sources of "fresh" information, advancing
producing information for correction of direction of discussion and/or
switching of attention from one question to another;
 time: rapid response to information;
 human: staff; Internet users having such values and attitudes which
resonance with the advanced information.
Than wider resources a subject possesses, than more possible the
success in a gain of attention of audience

7. Social Marketing strategies for promotion (a)social
Internet projects:
 positive self-presentation: underlining of merits, progress, correctness and
unconditional service to ideals and benefit of society;
 inclusivity: creation of representations that the people which accepted the promoting
values, attitudes, norms become members of the certain “brotherhood” united by the
general (and global) idea;
 personalisation: the appeal to social memory, operation of ideas, progress (for
example, victories, achievements), symbolics which are divided by the majority and
each citizen of this society;
 recruitment of supporters: all support and promotion of acts and activity of
supporters of the promoting ideas, their extended coverage on the Internet sites; the
organization oral (video) and written (articles, reviews, comments, etc.) speeches of
representatives of the public and scientific community which have to confirm/prove
that the offered ideas have the positive importance for society and a wide circulation
among the population;
 weakening of position of opponents: due to concealment of their position, creation
of their negative stigma or /and an image of the enemy; an open insult
 etc., this list can be continued.

8. The author’s publications on the topic:
1. Шипунова Т.В. Продвижение девиантных образцов поведения как
(а)социальных проектов в виртуальной коммуникативной среде // Журнал
социологии и социальной антропологии № 3 (68), Т. XVI. 2013. C. 138-153.
2. Шипунова Т.В. Интернет-проект “Гламур” в дискурсе потребления
//Вестник С-Петерб. ун-та. Сер. 12. Вып. 2. 2014. С. 178-185.
3. Шипунова Т.В. Социальный контроль девиантности в постмодернистском
обществе: телеологическо-функциональный подход //Преступность,
девиантность и социальный контроль в эпоху постмодерна: Материалы
международной научно-практической конференции 2014. – СПб.:ИД «Алеф-
Пресс», 2014. С. 359-365.