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Keywords: mediatization, media research, Ubykh (s), Tevfik Esentch, revitalization, identity.
This article is devoted to detailed consideration of strategies for constructing Ubykh identity in the media space. Having got into all spheres of life of the society, media not only successfully replaced traditional ways of communication, but also expanded communicative opportunities of the person and ways of his personal identification. Against this background, there is a blurring of the boundaries between online and offline, which allows building the most creative behavioral strategies on both individual and group levels. In the narrow sense, these strategies also addressed the issue of ethnic representation. They were also relevant for the Ubykh community, which was constantly credited with the status of an «extinct» people or people who lost their own unique language. The analysis of qualitatively new narratives shows that the discourses of Ubykh’s «extinction» and «revival» coexist harmoniously within the limits of virtuality and are regularly actualised by the activists of the revitalization support. Along with the more familiar (publications in the media, documentaries, television reports) other tools for mobilizing ethnicity such as hashtags, nicknames, thematic «community» in social networks are also popular. The identified characteristics are confirmed by the materials of the expedition to the descendants of Ubykh in Turkey (autumn 2015), and field work in the Black Sea Shapsugia and neighboring Abkhazia (summer — autumn 2018) to study separate families, claiming their «Ubykh» descent. The described tactics and strategies help to understand how Ubykh identity is constructed, as well as to doubt the stability of the opinion about the final destruction of the community.
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