This article is devoted to the problem of representing the everyday practices of the small indigenous Evenki people in the social network “Vkontakte”. As a result of the work, the everyday practices of the small indigenous Evenki people, represented in the social network VKontakte, were identified and categorised. The work presents a developed content classifier that represents the everyday practices of the small indigenous Evenki people. The classifier of content topics developed during the study can be used as a basis for further similar studies.

The novelty of the research lies in the fact that the work is the first to study the topic of representing the everyday practices of the small indigenous Evenki people using big data analysis methods. The results of the analysis were compared with J. Meyer's theory of cultural standardisation as one of the consequences of globalisation. The conducted research allowed us to conclude that the everyday practices of the Evenks are actively represented in the communities of the social network VKontakte. Each of the categories of everyday practices of the Evenks - life, leisure and work - is represented on the social network VKontakte in approximately equal shares: 31%, 34% and 35%. In addition, everyday practices were classified in terms of their locality or globality and the percentage of posts belonging to each class was calculated - 47% local and 53% global.

The results obtained during the study do not correspond with J. Meyer’s theory about the consequences of globalisation: the Evenks do not lose touch with their local culture and identity, reconstructing it in the content of social networks. Thus, the analysis of the content of Evenki online communities showed both the presence of a request for the Evenki to preserve their identity and traditional way of life, and their inclusion in the practices of the global modern world, which does not correspond to Meyer’s theses about the absorption of local everyday practices by global culture.

cultural standardisation, representation, daily practices, indigenous peoples of the North and Siberia, Evenks, social media, tradition

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