The Role of Local Identity in the Struggle Against Renovation: The Case of Sviblovo District in Moscow

Abstract

This paper explores the effects place image has on the place identity of residents of Sviblovo district in Moscow protesting the renovation program. Sviblovo was chosen as an example because of the abundant protests against Moscow’s renovation project from 2017 to this day. The main methodology used is the semantic analysis of social network and petition texts using NLP algorithms. The patterns observed are then supported with mass media and other research material. The results show a correlation between urban conflicts and place image mobilization in the texts and everyday speech of protesters. For example, a place is more frequently described in terms of its natural or constructed features, when the same group of images were used to defend the place in urban protest activities. The patterns can also be seen in a retrospective analysis of the everyday communication of Sviblovo residents and other urban conflicts that took place in the district. Further research which includes a larger sample of districts is needed in order to confirm the findings.