Blogosphere as an advertising platform: the dynamics of the speech genre of blog under the influence of advertising intentions

The speech genre of the blog is a special type of a statement formed by the intention of individual-personal sublimation and technical possibilities of the Internet space under the influence of socio-cultural factors. It undergoes significant structural and qualitative changes. In the development of the blogosphere, it goes from the blog-diary as a single genre to a hypergenre whose structure is built on the basis of the interaction of the blog diary with media genres. As a result, the hypergenre of the blog (as a supercomplex genre macro-formation uniting several genres) is implemented as a series of genre forms: blog-diary (limiting its functions), blog review, blog article and others. One of the genres included in the structure of the blog hypergenre as part of this trend is blog advertising. Advertising intentions penetrate the blogosphere in various forms, and the formation of blog advertising is regarded as one of the results of such penetration. The article aims to reveal the specifics of the transformation of the genre of the blog as a result of advertising intention penetration into its structure. The study was performed on the basis of a seven-year observation of the dynamics of the blogosphere, as well as of the analysis of blogs stored in the archives of the LJ (more than twenty thousand posts were analyzed). Blogs gain a large audience thus becoming an attractive platform for advertisers. Advertising, on the one hand, borrows from other genres, and, on the other, creates its own genre structure by adapting and creating new genres. Media genres with advertising intentions successfully use the blog as a way and channel of advertising. There are several types of advertising; their retranslation in the blogosphere forms new genres or special funtion of existing advertising genres. There are different versions of the influence of advertising on the genre intentions of the blog hypergenre. They can be classified depending on the secrecy / openness of their implementation and on the type of authorship (text can be written by an author or by an advertiser). Modern hybrid advertising genres in the blog find a special expression determinned by socially grounded blogosphere development principles. 1. Hidden advertising, manifested in the genre of the blog diary. The first attempts to implement it have been unsuccessful because of the unproven strategy and inorganic combinations of advertising genres and the blog diary genre obvious for the addressee. Currently, hidden advertising with skillfully disguised advertising intentions functions actively in the blogosphere, but its record by linguistic methods is not possible. 2. Open advertising which represents a "ready" advertising text on behalf of the advertiser and developed,mostly in the genre of the press release. The text of the post in this case does not differ from the "classic" press release as a media genre. 3. Open advertising, which represents the text on behalf of the blogger. In this case, personality-oriented principles of the text typical of the diary are expressed. They are used to implement advertising intentions under the disguised of the diary ones. Interaction of advertising and diary intentions helps to overcome the triviality of advertising. This interaction is expressed in the formation of a special genre, the blog advertising, included in the structure of the blog hypergenre.

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