Communication Strategies of Digital Vigilantes: in Search of Justice

In recent years, there has been an increasing interest in digital vigilance as a new deviant phenomenon of Internet communication. Rapid changes in communication are having a severe effect on citizens' perception of digital public space. Why do citizens allow themselves more free and even aggressive behavior online? Does this type of communication (via computer, smartphone, etc.) create the illusion of a private space instead of a public one? Does the practice of using fictitious names and avatars create an illusion of impunity? Causal factors leading to digital vigilance remain speculative. Using content analysis of posts and comments on social media, in this paper, we investigate communication strategies of Russian digital vigilantes such as “Lev Protiv” and “StopHam.” The findings suggest that social media get benefit from viral bursts of online engagement after controversial, scandalous campaigns, which means that they can tolerate or even cultivate such activity.