The Russian Internet remained relatively unregulated compared to the media sector as a whole until about 2012. One of the levers for increased control over the Internet was ownership, direct or indirect, of the most important infrastructure and websites. Control through ownership over the Russian Internet companies has increased, but in a finely calibrated fashion in order not to spark discontent and risk the formation of a social movement. The Internet’s global nature, however, has made it impossible to use the same methods against international companies. The Russian government has had to exert other forms of pressure, change legislation, or block entire social networks. Furthermore, increasing and more systematic control through ownership carries with it considerable long-term consequences and costs, both when it comes to the modernization of Russia and in terms of possible rising discontent if Internet users no longer accept that the repressive measures taken are in their interest.
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