The paper examines linkages between the type of the digital media resources that host internet discussions on publicly important issues and the outcomes of such debates viewed from the perspective of online deliberation theory and practice. The presented case-based study analyses seven online discourses that debated the destruction of western agricultural products imported to Russia after the embargo imposed by the Russian government on such food in August 2015. The study hypothesized that the digitally enabled discussions would be similar to face-to-face deliberation practices that tend to attract the like-minded people and thus reinforce the already established beliefs and worldviews among discourse participants. Specifically, it was assumed in this context that the attitude towards the policy of food destruction would differ across the media and depend on its public identity viewed from the perspective of political allegiance. The paper presents empirical evidence that supports – with some caution – the postulated assumption.