Blogging as a technology of social and political communication: specification of concept and characteristic of heuristic opportunities
Blogging can be considered as a type of activity, an instrument or a social and communicative technology. In the first case it can be defined as a set of the subject’s activities within the frame of his electronic diary (blog) guiding, made with this or that frequency and undertaken for the expression of proper judgment, concerning these or those themes, events and subjects, also the attraction of other blogosphere participants’ attention to the judgment. As an instrument, blogging allows the subject to solve tasks of communicative presence at blogosphere space. In its turn, blogging as a technology can be defined as a system of activities directed to the subject’s information presence achievement at the blogosphere space, his image positioning and also his communication interaction with audience and expressed in the form of the electronic diary (blog) guiding, purposefully and systematically effected by the subject. As a social and communicative technology, blogging possesses a number of universal characteristics. Among its advantages it is possible to select: accessibility; rapidity of information transfer, creation of information occasions; ample opportunities on detail segmentation of audience; efficiency as feedback mechanism. It is necessary to note the low potential of direct information promotion and also limited influence on audience preference changes because of high blogosphere segmentation as shortcomings. One of the political blogs key features defining their popularity is a minimization of external control over the author’s content. At the same time, bloggers’ activities are most often directed against the dominating media and political leaders. Moreover, the increase of this technology importance in the political process makes representatives of the ruling political elite apply it more actively in their race for power. On the one hand, blogging promotes the extension of the number of political communication active participants, and, on the other hand, the number of significant leaders of a public opinion on the Network is restricted, the political discourse here differs in a high level of bias.
Keywords
audience,
mass media,
political communication,
social and communicative technology,
blogging,
аудитория,
СМИ,
политическая коммуникация,
социально-коммуникативная технология,
блоггингAuthors
| Bliznyak Roman Z. | Krasnodar State Institute of Culture | rbliznyak@mail.ru |
| Gerasimov Igor A. | Krasnodar State Institute of Culture | lykurgus89@mail.ru |
Всего: 2
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