Cities, being demographically not self-sufficient, preserve themselves and grow due to migration flows. Large cities inevitably become spaces where modern ethnicity is constructed. The ethnicization of public urban space increases the possibility of urban conflict. The potential of social networks to generate conflict is very high. Social networks in the social media system are a reflection of the global social network. The role of media in the formation of the public intensifies as the information space becomes technologized. At present, it is not stigmatization that is important, but an understanding of the logic and mechanisms of influence on the urban conflict agenda, their potential for constructing ethnically marked conflicts in the urban space, which determined the purpose of the study The object of empirical analysis is ethno-labeled and ethnic conflicts of the Novosibirsk urban agglomeration. The research strategy involves a case analysis of their cases over the past ten years from the Geoinformation Database of Conflicts of the Novosibirsk agglomeration “NSK Conflicts”, which at the start of the study contained 412 conflicts (52 conflicts on ethnic or ethno-religious topics). Ethnic labeling increases attention to it and the likelihood of a high public response. The factor of physical and personal violence in the conflict significantly increases the interest of townspeople. It is noted that the greatest emotional effect is characteristic of conflicts against the individual and accessible to public observation. It is precisely such conflicts that acquire the features of symbolization. The availability of content presentation tools has significantly blurred the line between private and public. However, most ethnically marked conflicts are chronic in nature and are associated with the concentration of migrant workers or groups with a high ethnocultural distance in degraded territories, as well as their proximity. Often it is ethno-labeled/ethnic/ethno-religious conflicts that have the properties of a complex urban conflict: they are connected to each other, stable, have a high level of involvement - complex in their structure. The results obtained made it possible to establish that social and economic conflicts are highly likely to become ethnically marked if the participant is identified by ethnicity and/or appeals to ethnic rhetoric.