title: НЕФОРМАЛЬНЫЕ ПРАКТИКИ ВЫСТРАИВАНИЯ РЕГИОНАЛЬНОЙ ИДЕНТИЧНОСТИ
abstract: The article analyzes the media potential of the counterculture (on the example of Western Siberia), which is based on the awareness of belonging to the local community through its denial. Digital communication helps to legitimize countercultural ideas, gradually creating a territorial brand or archetype out of them. The presentation of the study was held at the conference of the Crimean Federal University named after V. I. Vernadsky Trends in the development of Russian regions in the context of 
journal: Caucasian Science Bridge