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In the article the analysis of the communication strategies of network agents is provided. Also, the characteristics of their influence on the dynamics of mediatization of a local incident as an event that touches upon the basic needs, interests and / or values of public groups are identified. As a protest case was chosen a situation concerning the construction of a temple on the place of a city park in Yekaterinburg (2019) in the period from 03/19/2017 till 05/07/2019. The purpose of the study is to identify radical communication strategies and tactics in the social network VKontakte, and to specify types of the calls. The authors identify the generators of radical posts and reveal the degree of radicalism of the published calls based on the speech characteristics and an assessment of the involvement degree of supporters and opponents in the protest discourse. The analysis of their quantitative and qualitative characteristics is carried out. The research methodology consists of identifying communication strategies and tactics of network mobilization through qualitative undirected content analysis of posts and comments on the topic of the analyzed incident.

The article presents a research program of the mediatization 2.0 phenomenon. In the program, the authors attempt to fundamentally comprehend theoretical and methodological interpretation of mediatization in communicative studies, national and international. There is increased growth of social media and thus increases their qualitative impact on agenda-setting. The influence of digitalized communications on real processes is transformed. This explains the authors’ scientific interest in the phenomenon of mediatization in the network space. New constellations of subject relations emerge when not only political actors but also digital ones have got the power to transform a political agenda either in conservative or protest way. Communication flows generated by both official media channels and new unofficial network resources have an impact on citizens’ political activism. The study of this impact is relevant and practically significant. The authors introduce the concept of mediatization 2.0 into scientific use. They characterize the concept, categorize subjects and describe phases of mediatization 2.0, revealing the point when a mediatized incident transforms into real protest actions.

The authors of the article regard creative spaces of urban areas, agglomerations and megalopolises as a recent and specific way of communication in a contemporary postmodern society. They operationalize the concept of an urban creative space and develop communication model for it. The concept reveals patterns of significant socio-structural transformations of cities, aiming at development of their marketing strategies with regard to transregional and intercountry global competition.

The context of the network society, glokalization and the rapid development of digital technologies contribute to the emergence of mega-cities brands acting on the basis on the new digital communications reality. Digital city branding is realized by an interplay of the multitude of actors both institutional and non-institutional. As a result, territorial brands are created with the participation of digital stakeholders. Prominent scholars: F. Kotler, M. Kavaratzis, K. Deanie, A. Middleton and others note the urgent need to rethink the communicative strategies of the megalopolises and the role of digital stakeholders of territorial entities in the network society. Stakeholders should be seen as an active group of communicative actors who can motivate and involve in the process of building a city brand. The article analyzes the features, technologies and methods of interaction with stakeholders in the process of building a territorial brand in conditions of the digital society.