"By examining Russian YouTube, this article has attempted to show how in this particular digital environment a shift in social attitudes and the emergence of counterpublics are likely to occur, thus advancing a bottom-up approach to social change. The paper has proceeded in three steps. The first section reviewed and linked three distinct, yet interrelated theoretical terrains: social-political change, social attitudes change, and the public sphere. This section advanced the claim that a change in social attitudes must precede any bottom-up social change, and that the former is contingent upon the public’s ability to develop a reflective agency, that is, a capacity to reflect upon one’s previously held beliefs. The four conditions under which such reflective agency is likely to emerge were outlined and then linked to the emergence of counterpublics. On the basis of the theoretical discussion, the ensuing methodological and empirical sections have shown that all four conditions obtain to different degrees on Russian YouTube, thereby allowing for counterpublics to emerge. These four conditions are: a non-institutionalised environment, exogenous shocks, presence of difference and exposure to difference." (Conclusion, page 28)