The article analyzes the perception of basic values and contemporary practices of civic activism aimed at strengthening historical memory. The empirical basis of the study comprises an analysis of discourse on social media, as well as an examination of civic initiatives and social projects implemented through federal grant programs. More than one million text messages published in the Russian segment of social networks (VKontakte, Odnoklassniki, blogs, etc.) over the period from September 2023 to September 2024 were analyzed using the Brand Analytics system. The study revealed strong public demand for the actualization of patriotism through practices of working with family memory. This demand is consistent with the development of modern social communications, in which personal stories and storytelling demonstrate high potential for engagement and emotional intensity. The study also examined the potential of social media and digital platforms as spaces for the transmission of historical memory, and highlighted the phenomenon of integrating practices whereby successful projects originating in the digital realm find their logical conclusion in the physical world, bridging the gap between the virtual and the real. The analysis identifies the formula for the success of such practices, which encompasses factors of emotional sincerity, ease of participation, and memorable symbolic imagery. It is concluded that this model provides depth of perception – through reference to personal stories – mass involvement, due to the accessibility of participation, and high replicability, due to recognizable visual symbols.
historical memory; memory studies; digital environment; patriotism; civic activism; core values; social media; identity.