The article examines the phenomenon of quadrobing as a new socio-cultural phenomenon in Russian society. The study is based on data from a sociological survey of Russian citizens aimed at studying their attitude to quadrobing, identifying key factors of perception and assessing its social risks. The analysis uses classical sociological theories: Marshall McLuhan's theory of communication, Ulrich Beck's concept of a "risk society" and Walter Lippmann's theory of stereotypes. Special attention is paid to two key research issues: (1) the distribution of quadrobing perception depending on the socio-demographic characteristics of respondents, and (2) the role of mass media in shaping public opinion about this phenomenon. The empirical part is based on the results of a survey of 146 Russian Internet users, which included 21 questions about quadrobing. An analysis of the data obtained showed polar assessments of the phenomenon: from its perception as a harmless hobby to a dangerous subcultural phenomenon that destabilizes traditional social norms. In conclusion, conclusions are drawn about the dynamics of public opinion and it is noted that quadrobing is perceived as risky practices, which corresponds to Beck's concept of uncertainty in modern society. Recommendations are offered on the development of a balanced information policy aimed at the correct coverage of quadrobing in the media and minimizing its possible social risks.
Ahmedzyanov et al. (Fri,) studied this question.