Cyber-libertarianism or marketing strategy? An investigation of Telegram’s domain-specific agency

Gulenko, Petr (2026) Cyber-libertarianism or marketing strategy? An investigation of Telegram’s domain-specific agency. SOCIETY AND ECONOMY, 48 (2). pp. 37-63. ISSN 1588-9726, ESSN: 1588-970X

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Abstract

The article investigates Telegram’s political agency—defining the latter as the capacity to make explicit and politically relevant choices that influence the social and political environment—and how it exercises this agency through its performance. The paper offers a novel analytical frame-work for understanding Telegram’s agency as a non-state actor, systematically examining its mission, funding structure, operational model, platform performance, and public perception. The study implements a mixed-methods approach combining elements of structural-functional analysis, dis-course-historical approach, and digital ethnography. Data used in this study included Telegram’s media releases, investigative and analytical articles in global press, along with interviews and posts made by Telegram’s founder, Pavel Durov, covering the period from 2011 to August 27, 2025. As will be shown in this article, while Telegram, particularly through its founder, Pavel Durov, consistently promotes cyber-libertarian ideals of privacy, neutrality, and independence, its actions and evolution reveal a more complex picture. The platform’s unique blend of private messaging and public channels, coupled with its adaptive technological responses to political crises, demonstrates distinct agency. Financial independence, initially achieved by self-funding, has been a core principle, albeit challenged by monetization efforts. Despite advocating for unmoderated speech, Telegram faces pressure from governments and corporations, leading to shifts in its content moderation policies. The case study of Telegram in Russia reveals the platform’s transformation from a “shelter of freedom” to a cell of diversified state propaganda, raising questions about the sincerity of its declared values versus strategic business and political adaptations.

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