The Transformation of Patriotic Symbolism in Digital Culture: the Role of Memes and New Media

Introduction. In recent decades, the digital revolution has brought about significant changes in communication practices, including the transformation of patriotic symbols and their perception in society. The relevance of the study lies in the need to analyze the impact of digital media, such as memes, on national identity and historical memory, particularly among the youth audience. Objective. The aim of the paper is to analyze changes in patriotic symbolism in Russian digital culture, focusing on memes, infographics, and other media formats, as well as their influence on the perception of historical memory and the formation of national identity. Methodology, Methods, and Techniques. The study is based on content analysis of memes and other digital materials, using discourse analysis to identify the meanings of symbols in modern media formats. A comparative analysis of how different social groups, including youth, perceive these symbols was also conducted. Results. The research established that memes and other digital formats play an important role in the transformation of patriotic symbols, allowing youth to reflect on and adapt history. At the same time, the use of memes with patriotic symbols may lead to risks such as distortion of historical truth and manipulation of public opinion. Scientific Novelty. The work contributes to the development of media and communication theory, highlighting the role of memes as a new channel for disseminating patriotic symbols and their influence on the formation of contemporary identity. Practical Significance. The results of the study can be used to create educational programs and cultural projects aimed at effectively using memes and other digital media to form civic identity and awareness of historical memory.