The article attempts to study protest media activism in modern Russia, taking into account the manifestation of its new forms, such as online rallies, as well as an analysis of the prospects for its further application in the protest practice of modern Russia. The conclusion is made about the ambiguity of the use of new media technologies to consolidate the protest potential of the Russian society, which is associated with the presence of trends in the growth of the Internet users and the increase in state control over the sphere of public communications on the Internet.