The Blogosphere in the Structure of Modern Strategic Communication: Theoretical and Applied Aspects

Students Name: Popadiuk Liliia Ihorivna
Qualification Level: master (ESP)
Speciality: International Information
Institute: Institute of Applied Mathematics and Fundamental Sciences
Mode of Study: full
Academic Year: 2019-2020 н.р.
Language of Defence: ukrainian
Abstract: The vast majority of our free and working time, we spend on producing and consuming knowledge and information. While digital culture is developed rapidly, the media are no longer the only tool for shaping public opinion and strategic influence on the audience, and strategic communication itself is not something new for us, because it affects all areas of our lives. Internet resources, especially some particular blogs, have played a significant role in this regard. This way, blogging becomes a tool that helps their actors achieve their goals and adjust their strategic communications. In terms of the relationship between real and offline spaces, communication in the blogosphere also changes over time, and due to the constant changing political realities, offline bloggers have to select new tools, strategies for forming public opinion. In doing so, they should take into account both new technological changes (transformation of the blog platform itself, the expansion of its functionality), and the changing specifics of Internet communication, intended for user behavior in general, which in terms of research provides a permanent niche for learning new and relevant available empirical data and theoretical ideas about the strategy of political communication on the Web, in particular in the blogosphere. Key words: blogosphere, blogs, strategic communications, Internet, new technologies.