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Перспективы Науки и Образования
Международный электронный научный журнал ISSN 2307-2334 (Онлайн)
Адрес выпуска: https://pnojournal.wordpress.com/2023-2/23-02/ Дата поступления: 02.12.2022 Дата публикации: 30.04.2023
О. Ю. Горчакова, Е. Ю. Ливенцова, А. П. Фахретдинова
Потенциал блогосферы в контексте конструирования образа будущего у молодёжи
Введение. Исследование роли блогосферы в формировании ценностей и смыслов молодежи представляет собой актуальный и малоизученный аспект виртуальных сетевых коммуникаций. Блогосфера сегодня стала неотъемлемой частью цифровой культуры и средств массовой информации. Она проникла во все сферы жизни человека и стала востребованным ресурсом для молодёжи. Сегодня блог-платформы не только серьёзный инструмент презентации индивидуального и коллективного самосознания, но и средство формирования, переформатирования представлений, установок, ценностных ориентаций как на уровне отдельной личности, так и на уровне общественного сознания.
Цель статьи - исследование потенциала блогосферы и её роли в социокультурном и ценностно-смысловом пространстве молодежи, которые влияют на формирование образа будущего (индивидуального, коллективного).
Материалы и методы. В качестве материалов послужили российские и зарубежные публикации в периодических изданиях. Метод исследования: теоретический анализ современных подходов изучения блогосферы в различных социальных науках.
Результаты исследования. Показано, что лидеры мнения демонстрируют негативные формы самовыражения и самопрезентации в сети и конструируют сложный деструктивный и противоречивый образ будущего. Аудитория блогера: 1) активно наблюдает за разными моделями образа будущего; 2) оценивает представленные модели; 3) соотносит личные образы будущего с образами лидера мнений и другими участники; 4) большая часть аудитории принимают или демонстрирует принятие представленной модели. Выявлено, что молодежь, которая предпочитает получать различного рода информацию от блогеров (не СМИ), больше доверяет содержанию информации и более мотивирована на конкретные действия после просмотра контента.
Обсуждение и заключение. Анализ современных исследований показал, что блогосфера имеет огромный образовательный потенциал, но с точки зрения психологии остаётся сложной и малоизученной областью. Важность дальнейших исследований обусловливается: 1) трансформацией массового сознания, усилением кризисных проявлений сознания на фоне серьёзных изменения в мировом масштабе и во всех сферах жизнедеятельности человека; 2) увеличением деструктивного контента в сети интернет и ростом негативной социальной активности, которую демонстрируют лидеры мнений в цифровой среде; 3) необходимостью создания инструментов, способствующих формированию компетенций у молодёжи, позволяющих противостоять влиянию негативного контента в сети Интернет (в т.ч. лидеров мнений) и внедрение их в различные образовательные системы.
Ключевые слова: блогосфера, лидер мнения, молодёжь, образ будущего, Интернет
Ссылка для цитирования:
Горчакова О. Ю., Ливенцова Е. Ю., Фахретдинова А. П. Потенциал блогосферы в контексте конструирования образа будущего у молодёжи // Перспективы науки и образования. 2023. № 2 (62). С. 624-640. сМ: 10.32744^.2023.2.37
Perspectives of Science & Education
International Scientific Electronic Journal ISSN 2307-2334 (Online)
Available: https://pnojournal.wordpress.com/2023-2/23-02/ Accepted: 2 December 2022 Published: 30 April 2023
O. Yu. Gorchakova, E. Yu. Liventsova, A. P. Fakhretdinova
The capacity of blogosphere in the framework of constructing the image of the future among youth
Introduction. The study of the role of the blogosphere in shaping the values and meanings of young people is a relevant and little-studied aspect of virtual network communications. The blogosphere today has become an integral part of digital culture and mass media. It has penetrated into all spheres of human life and has become a sought-after resource for young people. Today, blog platforms are not only a serious tool for presenting individual and collective self-consciousness, but also a means of re/forming ideas, attitudes, value orientations both at the level of an individual and at the level of public consciousness.
The aim of the article is to study the capacity of the blogosphere and its role in the socio-cultural and value-semantic space of young people, which influence the formation of the image of the future (individual, collective).
Materials and methods. Russian and international publications in periodical peer-reviewed journals served as materials. Research method: theoretical analysis of modern approaches to the study of the blogosphere in various social sciences.
Research results. It is shown that opinion leaders demonstrate negative forms of self-expression and self-presentation in the network and construct a complex destructive and controversial image of the future. The blogger's audience: 1) actively observes different models of the image of the future; 2) evaluates the presented models; 3) correlates personal images of the future with the images of the opinion leader and other participants; 4) the majority of the audience accepts or demonstrates acceptance of the presented model. The research outcomes indicate that young people who prefer to receive various kinds of information from bloggers (not the media) trust the content of the information more and are more motivated to take specific actions after viewing the content.
Discussion and conclusion. An analysis of modern research has shown that the blogosphere has a huge educational potential, but from the point of view of psychology, it remains a complex and little-studied area. The importance of further research is due to: 1) the transformation of mass consciousness, the intensification of crisis manifestations of consciousness against the backdrop of serious changes on a global scale and in all spheres of human life; 2) an increase in destructive content on the Internet and an increase in negative social activity, which is demonstrated by opinion leaders in the digital environment; 3) the need to create tools that contribute to the formation of competencies among young people, allowing them to resist the influence of negative content on the Internet (including opinion leaders) and their introduction into various educational systems.
Keywords: blogosphere, opinion leader, youth, image of the future, Internet
For Reference:
Gorchakova, O. Yu., Liventsova, E. Yu., & Fakhretdinova, A. P. (2023). The capacity of blogosphere in the framework of constructing the image of the future among youth. Perspektivy nauki i obrazovania - Perspectives of Science and Education, 62 (2), 624-640 doi: 10.32744/pse.2023.2.37
Introduction
n the context of the "digital revolution", the blogosphere has gained particular
popularity over the past decade [44]. It has become an integral part of modern digital
culture and mass media [42], as well as an important element in all spheres of human activity (education and upbringing, politics, economics, health-saving technologies and sports, culture, law, motherhood, entertainment, trade, etc.). The blogosphere is becoming an increasingly relevant and increasingly mastered resource that allows you to identify, track and influence user preferences and choices in various areas of life [51]. Today it is one of the progressive and dynamic areas that is able to attract, hold the attention and satisfy the needs (cognitive, entertaining, educational, scientific, creative, etc.) of representatives of a wide variety of age groups. In this regard, the research interest of scientists in this area is also actively manifested.
A significant number of foreign and Russian works are devoted to describing the methodology for analyzing big text data of the blogosphere (thematic classification of blogs [24]; features of the formation of discussion communities, including those around an opinion leader [10]; analysis of the socio-demographic characteristics of the blog audience [7]; analysis types of blogs [18] and types of opinion leaders [74]). If we talk about foreign experience in the field of blogosphere research, then it is solid, and has more than 2 decades. However, as shown by a meta-analysis conducted in 2020 by a team of scientists A.A. Elega et al. [44], the vast majority of works are devoted to blogging (organization and blogging, blogger personality). However, very few studies study blog readers. The same trend can be traced in Russian publications [20].
A little-studied aspect is the potential of the blogosphere in the context of influencing the value-semantic and worldview orientations of the audience, including young people [30].
The aim of the article is to study the potential of the blogosphere and its role in the socio-cultural and value-semantic space of young people, which latently or directly influence the formation of the image of the future (individual, collective).
By the image of the future, we mean a complex mental structure that consists of representations (concepts), interests, expectations, ideals, value systems, needs, long-term goals, as well as observations and knowledge about the present. The image of the future on a conscious and unconscious level determines decision-making [53] and human activity [46].
At the first stage of the study, a theoretical analysis of modern approaches to the study of the blogosphere and the influence of opinion leaders on the value-semantic and motivational guidelines of the user audience was carried out.
The theoretical analysis of Russian publications as well as worldwide mainly over the past 5 years was used as a research method. The focus of the study was aimed at identifying the features of various approaches and methodology for studying the blogosphere within various disciplines of scientific knowledge: sociology, political science, linguistics, media studies, pedagogy and psychology. The works of leading scientists in the study of the blogosphere were analyzed, such as E.I. Grishaeva [7], O.Yu. Koltsova [9], E.V. Lazutkina [14] and others, as well as publications on media / communication research and political,
Materials and methods
sociological, socio-psychological, educational topics in leading scientific journals Journal of the Higher School of Economics. Psychology, European Journal of Futures Research, Educational Studies, Journal of Positive School Psychology.
The research methodology is based on a cultural-historical approach to personality development [28], in particular, on the socio-cognitive concept of digital socialization [26], which considers personality as a result and process of digital culture development. Also, the basis of the study was the concept of constructing a "shared identity" [69] in social networks and the blogosphere. Users of social networks and the blogosphere constantly have the opportunity to observe various social forms (socio-economic, socio-political, socio-cultural) of self-presentation and self-expression of opinion leaders, using them to interpret and confirm their own experience and manage it [36]. Through interaction and discussion practices (exchange of information, comments, videos, photos, reposts, likes, etc.) both at the vertical (with an opinion leader) and horizontal levels (with other members of the network community), users form, rebuild, supplement, rethink the idea of themselves and the world, mastering (adopting, consciously or unconsciously copying) new self-realization practices for themselves or receiving support and approval for behavior patterns (in various areas of life) that they previously doubted, considered unacceptable.
_Review and analysis of sources
Modern approaches and methods of empirical and theoretical research of the blogosphere in the context of constructing the image of future.
The scientific interest of Russian academic researchers in the study of the blogosphere is just beginning to emerge, while the scientists worldwide have accumulated more solid research experience in this area (more than two decades). Currently, the blogosphere is the subject of research in various humanities, such as sociology, psychology, communication science, political science, etc.
As an object of social research, the blogosphere seems convenient for a number of reasons. First, blogs present data directly in text or audiovisual format, opening up wide opportunities for accumulating large volumes of primary materials, as in the case of personal interviews [1]. Secondly, any blog builds on a complex system of hyperlinks, which allows sociologists to receive an array of information for comparison, identifying trends, etc. [65]. In this regard, the work of the Higher School of Economics team on the study of methods for describing the thematic structure of the blogosphere and testing the corresponding software is of great interest [10]. The authors adapt and test automated text analysis methods and related software to solve the following substantive tasks: identifying the thematic structure of the blogosphere; a description of its changes over time; identification of the process of formation of discussion communities. Two classes of methods for dividing large arrays of texts into groups are singled out and described: cluster analysis and thematic modeling; software is selected and tested from each group. The conducted experiment substantiates the choice in favor of thematic modeling. The authors present a description of the complete technological chain from data collection to sociological analysis [10].
The study by E. I. Grishaeva is devoted to the problem of selecting significant data from the entire array of information presented on the Web; the problem of the representativeness of the collected data related to the construction of a virtual identity and the socio-demographic characteristics of blog users; ethical agenda that arises when working with personal data.
The author points out that such a selection criterion as the authority of the blog is capable at the initial stage of the blogs' study that are conducted on behalf of fictional characters, thereby producing low-quality content and making the information unreliable [7].
Researchers A. Yu. Androsov, A. Yu. Borodashchenko, A. A. Kiryukhina [2] proposed an algorithm for monitoring the blogosphere using content analysis of blog posts, designed to determine public opinion regarding political leaders of states. This algorithm includes, among other things, the analysis of the sentiment of texts using tone dictionaries, which makes it possible to automatically identify emotionally colored vocabulary and determine the assessment of authors (opinions) in relation to the objects that are discussed in the text [2, p. 93].
As rightly notes R. N. Abramov [1], the analytical repertoire of studying the blogosphere is not limited to considering it as an object of web statistics and web demography, web geography and network analysis, media or personalized narrative and interpersonal interaction, but still modern analysis online diaries (blogs) shows that most of them are based on one of the above theoretical and methodological approaches [1, pp. 100-101]. The author claims that one of the main strategies for the social study of the blogosphere can be identified as qualitative research, although in this case the ideology of this perspective goes far beyond focusing on a certain type of methodology and is associated with a number of basic assumptions about the properties of the blogosphere as an object of study. At the same time, the perception of the blogosphere as an object of "qualitative" research "has the right to exist, but one should be aware of the limitations imposed by the choice of methods and the specifics of the organization of communication in the virtual space" [1, p. 107].
Elements, typology and classification, trends in the research on blogosphere.
A separate pool of research on the blogosphere is focused on a qualitative description of its elements, typology and classifications, and new technological trends. Thus, in Russian sociological research area, an interpretation of the concepts of "socio-information blogosphere" is given as a self-organizing social system, a set of interconnected blogs created by the voluntary activity of users in their social relations, and included by this activity in the social, informational, media, creative and other spaces of society and "subject of management in the socio-informational blogosphere" - a user of the blogosphere, carrying out targeted or non-targeted management influences on user behavior [24]. The motives for blogging, according to A. A. Davydov [5], are self-expression, self-documentation (fixing events and impressions of one's daily life), hobby (interesting passive recreation), quick reproduction of information important for a blogger (comments about events), promotion (reputation/ authority) in the blog community, authority/credibility in the blog community, socialization (fashion, belonging to an influential blog community).
There are only three types of blog genres: specialized information blogs (fashion, food, sports, entertainment, celebrities and gossip, technology), news blogs, and general interest/information blogs [43]. But at the same time, there is a great variety in the choice of ways to organize the material and present the content itself: doc-blogs that are aimed at "documenting" an event/activity; edu-blogs, the main purpose of which is educational; ego-blogs as a reflection of reality from the point of view of one specific person, most often an expert, discussion of daily topics related to the author, with possible open discussion with friends/followers; corporate blogs as intracorporate online discussions for building communication within the company [65].
Classification according to the functional and thematic specifics suggests two large groups of blogs: entertaining (parodies, vlogs, "bad" advice, fan videos) and educational
(instructive blogs, video reviews) video blogs [4]. V. A. Lushchikov et al. [18] add "informational videos" (for example, political blogs) to this classification and propose a genre-thematic classification of video blogs: 1) video review; 2) let's play; 3) prank; 4) training videos; 5) vlog; 6) interview; 7) internet show; 8) reaction; 9) guide; 10) question-answer; 11) sketch; 12) internet series; 13) challenge. At the same time, the authors pay special attention to the verbal and non-verbal elements of the verbal behavior of video bloggers, drawing a conclusion about the active infotainmentization (information and entertainment) of video blogging [18, p. 61]. At the same time, infotainment includes many forms of communication: edutainment (education and entertainment), politainment (politics and entertainment), businesstainment (business and entertainment), etc., which determines the specifics of video blogging as video content format that combines the main functions of television and the Internet space [18, p. 72]. Thus, it is obvious that the potential of blogs as unique sources of news information is huge and extremely important both for the professional media environment and for ordinary users [16].
Of significant scientific interest is a large research work by a team of scientists from China [58], which describes in detail video blogging (vlogging) as a technological trend and shows the available methods and tools that support video blogging. The authors note that a video blog can show much more than just text, images or audio. Video blogs can be used in a much wider range of applications such as online education, online gaming, product marketing, and news reporting [51].
The technological aspect of modern blogging, which includes the use of modern technologies, privacy rules and controls, and data analysis, is considered by a research group from India [49]. Researchers believe that blogging is not only the best way to share information, but can also help in other areas, such as marketing, education, data analysis, community development, etc. The main benefits of blogging, researchers include improving writing and thinking skills authors. However, many bloggers share too much personal information, which makes the issue of privacy and data protection particularly significant [39].
Communication practices in the blogosphere.
An important place in the study of the blogosphere is held by the understanding of the concept of communicative practices. Thus, V. A. Sergodeev [23] designates the main tools of communicative practices: social capital (the number of visits to the user's page, the number of friends), linguistic features characteristic of private and public communication in social networks; presentation information that affects authority (nicknames, avatars, etc.). In the form of additional tools, the author highlights: the presence / absence of feedback (likes, reposts, comments); objectivity and social significance of the information offered for public consumption (not personal, private messages); the purpose of certain actions performed, as well as the media and general literacy of the user, which allows him not only to receive information, but also objectively broadcast it, using the skills of interpreting, analyzing and processing data, both verbal and technical [23, p. 15].
It is noted that an important feature of the blogosphere is the commenting policy, which is determined by the blog author [63]. The most popular ways to restrict commenting are the ban on leaving anonymous comments, the ban on posting links (to combat advertising), the introduction of captcha against bots, and pre-moderation [68]. From here, a blog can perform a variety of functions: to be a photo album, a personal diary, an advertising platform, to represent a certain community, to be a platform for expressing certain political views, etc. [6]. Since bloggers are free and open to express their thoughts, and the audience is free to respond, the structure of the blog is often characterized by fragmentation: the materials
are unstructured, spontaneous and unsystematized [27]. In addition, it is important to note that bloggers, in an effort to attract an audience, often use implicit ways of expressing the author's thoughts (phraseologisms, irony, etc.) [25]. The ironic subtext in itself gives the statement a negative sign in evaluation and is an example of the greatest asymmetry between meaningful and expressive plans [25, p. 483].
Studies of the motivational factors for consuming media content specifically from the blogosphere have shown that: 1) people consume new media content to satisfy their needs for information and entertainment; 2) people value social interaction (the feeling of belonging and acceptance from the virtual community provides the recognition that most people are looking for); 3) new media people are used for self-expression (the formation of self-identification in a virtual community and the need to present their "true" or inner "I" to the outside world becomes a necessity for those who use these new media) [34]. E. Mironova notes the comparison/identification of her life with the life of a blogger as the leading interest in viewing vlogs [67].
Researchers study not only the motivation for consuming content from the blogosphere, but also the attitudes and behavior of the public. It is the blogger's audience that often sets the tone for blogging, showing what they like and dislike. For example, in a study by C. Tucci, J. Gonzalez-Avella, M. Corenza et al. [71], it is shown that within the same group, united around an opinion leader in social networks, an "alternative majority" can form, which can level it influence. This occurs when the communicative activity of community members goes beyond the boundaries of only this community, in other words, communication is maintained with external users who are not included in the group [71].
In modern international and Russian publications, much attention is paid to the concept of "opinion leader" [74] and his personality [33]. At the same time, some authors [35] separate the concepts of influencer and opinion leader [16] according to the degree of influence on users. An influencer has a great influence on his audience, forming a system of views and values among his audience, and an influencer is a popular person who can influence the formation of the opinion of his audience only in a private matter due to his recognition and fame [12]. This thesis can be confirmed by a study carried out by a team of authors from China [58]. Based on a meaningful analysis of blog content and the structure of the network of contacts, the authors showed that only those bloggers/authors who are at the highest level of the relationship hierarchy and receive the highest approval from their readers (including a positive emotional response) are opinion leaders [59].
According to the quality of the materials created, bloggers are conditionally divided into three groups: users with special education (journalists, writers); users who do not have special training, but who have the talent and ability to create high quality materials, who have a thoughtful approach to maintaining their own journal, individual style; and amateurs who create low quality content [16]. It seems that the latter can have a significant impact on the youth audience, including by creating destructive images, misleading. Here, the so-called influencers are of research interest as media-significant others [45], who became famous in the Internet space, attracting a wide audience of subscribers, and who, as rightly noted by Russian scientists R.A. Zakharkin and N.A. Argylov [29], can have an impact, including socializing, on their followers, the number of which can vary from tens to millions. At the same time, influencers have a greater impact on the youth audience [29, p. 28], including in the context of the formation of consumer interest [61]. Studies show that young people's interest in blogs as a source of a wide variety of information may be higher than in official media accounts in the digital environment [73].
Summarizing the experience of international and Russian studies on the issue of blogosphere, it seems significant to agree with the position of V. D. Savenkov, who notes the lack of studies that reveal the features of the functioning of blogging as a "translator of self-awareness" [22]. Basically, the studies reveal in detail the ways of presenting the individual self-consciousness of the blog author, the mechanisms and tools for organizing his communication with the audience, and "the fact is overlooked that with the presence of public reaction and commenting on events, their relaying, repeated authorial interpretation, the blogosphere is transformed into a continuously developing object of collective self-consciousness". The issue of national conditioning of this kind of collective self-expression has not been sufficiently studied [22].
The influence of blogs on social processes.
The next block of research in the field of the blogosphere is devoted to the analysis of the impact of the development and distribution of blogs and bloggers on various social processes. Thus, the use of social networks and blogs in political practice provides ample opportunities for citizens to participate in the process of making political and managerial decisions, which contributes to a significant democratization of society. The development of the blogosphere contributes to the transformation and modernization of political institutions and processes, and moreover has a significant impact on the processes of information transfer in society, which means that they can help both strengthen citizens' trust in government and undermine its authority among the population [6].
As noted by Russian researchers A. Yu. Androsov et al. [2], blogs are a public platform for self-expression and can contain both pro-government and opposition statements. Pro-government bloggers form positive perceptions about political leaders, while anti-government bloggers can have a negative impact on opinions about officials [2]. At the same time, special attention in sociology and political science is paid to the role of opinion leaders as authoritative members of the blog community in the dissemination of news information and the formation of public opinion [15]. American scholars conclude that most bloggers use their political blogs for activism, such as encouraging their readers to contact elected officials or attend rallies, as well as informing their readers about articles in the media or drawing attention to key messages on other blogs. Somewhat less often, most bloggers write posts that reveal errors or bias in the media [37]. Even less frequently, bloggers use their blogs for activism and charitable work [63].
In political discourse, the study of scientists from Malaysia [31], who consider blogs as a means of expressing freedom of speech, is of interest. Given the lack of freedom of the press or media in any country, blogs are an important means of disseminating information. The blogosphere in this sense is seen as an alternative to accessing information that cannot be obtained from the mainstream media [40].
For scientific discourse, the so-called scientific blogging (Science Blogging), created to popularize knowledge and involve society in scientific life, is of interest [61]. Scientific bloggers are guided by a wide audience and general knowledge of readers with different levels of training, so scientific information is presented in a lightweight and entertaining form (sciencetainment) [74]. Scientists from the UK, studying the practice of scientific blogging, study the motives of bloggers, the target audience and blogging methods [53]. They conclude that popular science bloggers write more to share their love of science with like-minded people, while popular science blogs are generally created for an audience that is interested in science, although not for an expert one [47].
Czech researcher R. Tomaskova analyzes the methods that bloggers use to build their identity in research blogs available on university websites [70]. Thus, according to the author, the university is reflected in the identity of academic bloggers (that is, those who write about the university/academic environment) as a community united by respected values and common views. Bloggers make a significant contribution to the identity of the university as real examples, presenting the university as a knowledge-intensive institution engaged in socially significant projects and reporting their findings to the public [70]. In general, the educational potential of the blogosphere is quite highly estimated by researchers [8]. Involving society in scientific life through a blog allows you to start the processes of participation in the production of knowledge, and not just their consumption. Many scientists offer young people and society as a whole to help them with various kinds of research: participate in surveys, enter their observations into an open database, etc. For example, in Russia, the project "People of Science" (citizen science) is being implemented [21].
Continuing the review of significant research in the field of the blogosphere, one cannot fail to note a significant pool of scientific papers related to the field of marketing and image formation.
For instance, studies that compare the influence of online and offline information on the intention of tourists to visit certain places are interesting. A team of authors from China [60] carried out a content analysis of travel blogs related to the most frequently discussed aspects of the tourism experience in China in order to explore the image of the country as a destination perceived by foreign tourists. The results obtained made it possible to discuss and adjust the marketing mechanisms for the development of tourism in this country [58]. A similar study was carried out in Hong Kong. On the basis of monitoring blogs, the image of the city in the eyes of tourists was built, and the intentions of the latter to visit certain places were indicated (2011) [57].
A number of studies are devoted to building the image of brands. Thus, a researcher L. Kannella analyzed whether commercial communication initiated by the company in personal blogs affects the brand image of consumers. The author came to the conclusion that company-controlled commercial communication in blogs without introducing the identity of the blogger negatively affects the brand image [48]. Researchers from Korea drew an analogy between the color palettes of brands used in blogs and building an identity in the virtual space [50].
In general, on the Internet, you can find a lot of open access publications aimed at creating effective marketing with the help of bloggers. Bloggers today are a tool for promoting and selling goods and services. Therefore, scientific research is mainly focused on studying the question "why?": why is promotion through bloggers so effective, why is the opinion of bloggers trusted [19]. The concept of "wow-marketing" and the role of a blogger in it are being developed [17].
_The blogosphere as a subject of psychological research
Despite the serious scientific interest of representatives of Russian [4] and international [41] psychological science to the digital space and Internet communications, there are few studies of the blogosphere [30]. This is especially true of works that are aimed at studying blog users [42]. Obviously, the lack of such studies is due to the complexity of the subject of study itself and the selection of authentic methods for
studying the blogosphere. Identification and analysis of blogs is possible only with long-term research monitoring, careful study of the content presented and the discussions unfolding around it, as well as when considering the features of the relationship between the main participants [16].
We can agree with Yu. I. Nesterenok, who points out that understanding the processes taking place in the blogosphere requires a comprehensive interdisciplinary approach, which would include: researching the motives for choosing a certain blogger(s) by the user; the degree to which they understand (and trust) the information they receive; attitude to information; features of participation in virtual network communities formed around blogs [20].
On the one hand, the content that users of blogs (social networks and media, hosting) choose is associated with their social perceptions, values, and attitudes. In addition, in this context, "apperceptive fields" determine the choice of the source of information and its content. On the other hand, at the same time, the perceived information affects a person, which, on a conscious or unconscious level, is integrated into the system of value-semantic orientations of the individual, changing and/ or partially modifying it [3]. Today, we can confidently talk about the digital socialization of an individual, which, along with the traditional one, determines not only the formation of an individual, but also its development, self-development [26]. Digital identity is "digital identification (all accounts, blogs, details, etc.)", as well as "the process and result of constant digitization of almost all aspects of life" and "impact on a person of cyberspace (including "new media" - social networks, blogosphere, electronic media...)" [26, pp. 441].
Some researchers consider the transformation of the extended-self category in the digital environment, paying attention to the fact that the digital human-machine interface leads to a number of complex theoretical problems that require further methodological understanding [36]. The "extended self" tends to be perceived by the individual both in time (for example, in projecting oneself into the future) and in the environment (online and offline). The wording of this category suggests that certain things and certain other people are part of us, expanding our identity beyond our mind and body. According to the authors, at present, the "I" of a person is literally expanding in the digital environment through various technical devices, services, network resources and platforms [36]. The digital footprint in the virtual space may be different, but it reflects the personality, its self-consciousness, identification features. In this vein, a person appears as a kind of discursive digital personality who has communicative equality with others and an expanded understanding of himself and his "I" [36].
In works devoted to the study of digital identity in a network culture, the authors note that for young people the boundary between real life [55] and online [37] is blurred. In the Internet environment, there is a socially constructed identity when it comes to how young people "live" time in this space [55]. Moreover, this is not a fragmented and unstable identity, but a behavior that is very similar to what they demonstrate in real life: this is a reproduction of the usual social practices of interaction, communication and attitude to events, situations, and people [55]. At the same time, the digital environment makes it possible to "jointly" form an image of oneself and a self-image using methods and techniques that are different from those available online: these are videos taken by other people about a person, comments by others, tweets, and reposts [36].
Therefore, in the study by K. Orton-Johnson [69] it is shown how blogs about motherhood are "understood and used by its readers". Blogs have transformative impacts and effects on women that shape their "motherly identity". The "intimacy and detail" of blogs leads to
the spread of home surveillance ("monitoring and spying" on other people's lives). In turn, these "domesticated practices of observation" play a significant role in the context of the cultural construction of motherhood [62]. The humor and appeal of an authentic and "real" concept of motherhood attracts female readers. Reading blogs, users observe ("follow", "spy") different models of motherhood, use them to interpret their own experience and manage it, adopt, master the most successful (liked) practices. Analysis of the posts showed that the models are created in three key ways: 1) illustrate the interconnected nature of the moms' sphere and challenge the narratives of mom blogs as places of solidarity (due to the high criticism and condemnation of some motherhood practices); 2) play on ideas about the identity of good and bad mothers; and 3) raise important questions about the privacy, presence, and status of children cared for by their mothers. Users follow the comments that they find provocative or find comfort and confirmation of their own experience of motherhood in them. They value blogs as a backdrop through which they can reflect on their own mothering practices and failures. The ambiguous humor used in blogs blurs social and personal boundaries for readers and exposes the common weaknesses and shortcomings of motherhood that readers accept as "acceptable" [63].
In the context of the analysis of identification features, researchers raise the problem of user trust in video bloggers and discuss the mechanisms for rapprochement between the positions of a vlogger and his audience [32]. Online trust is understood as an individual's belief that a communication partner (in our case, a blogger) is reliable, capable of fulfilling promised roles or obligations, genuinely interested in the well-being of their audience, does not have a malicious tendency, and refrains from negatively influencing their audience [38]. In this context, trust in relation to a blogger is determined by the audience's expectation of his/her personality, the ability to create interesting content and the desire to share quality information. In the structure of trust in a video blogging, researchers across the world distinguish such characteristics as: confidence in his/her competence, goodwill, high appreciation of reputation and personal experience, persuasiveness and ability to understand [4, p. 455].
Russian studies show the relationship between self-assessment of interest and competence in relation to topics discussed in video blogs and the general level of trust in a video blogger. Interrelated factors reflect the predominance of the cognitive aspects of the perception of a video blogger, the rational expectation of an equivalent exchange and the calculation of utility, or an affectively colored attitude towards a vlogger based on a common belief in people, the desire to establish identity with him/her, identification. From blogs, one can judge the author's perception of events, which is always different: rational, emotional, and even irrational. Within the framework of discursive practice, the author can write from the standpoint of a citizen, a simple nonprofessional, an objective narrator, or simply convey his own subjective experiences [27].
The study on the trust issues is related to another aspect of the digital environment, namely, the spread of technologies for manipulating consciousness (including the spread of rumors, media viruses, etc.). The appearance and circulation of rumors and distorted information in the blogosphere is determined, firstly, by the high connection of participants in blogs that massively and rapidly disseminate information to the audience, and secondly, by the difficulty of determining the source and the tendency of bloggers to express subjective comments and evaluate socially significant events [15]. Although D. Watts and P. Dodds [72] proved by means of experimental mathematical models that social infection and mass dissemination of information do not occur in direct proportion to the influence of an opinion
leader, at the time of accumulation of a "critical mass" of users subject to this influence, the problem of negative influence remains relevant.
As part of the project aimed at studying the features of destructive communication of the youth audience in the Internet space, the team of authors studied: psychological risks (threats to a personal resource) arising from being in a digital environment, motives for engaging in destructive communication and consumption of one or another content, youth user activity (publication of own posts, reposts, likes, comments), etc. [13]. In the process of studying the features of destructive communication in news communities (on the Internet), it was found that in user content (in situations of active exchange of comments, opinions, messages between users of various network resources) explicitly or "indirectly" (metaphorical forms of presentation) there is a problem of formation negative image of the future of youth (the image of Russia).
Research results
A review of Russian and international research papers devoted to the study of the blogosphere showed that it is an integral part of modern digital culture and the media, as well as an important element in all spheres of human life (education and upbringing, politics, economics, health-saving technologies and sports, culture, motherhood, entertainment, trade). Today, the blogosphere is becoming an increasingly relevant and mastered resource that allows identifying, tracking and influencing the consumer, value-semantic and behavioral orientations of young people.
Analysis of modern publications (within such areas of knowledge as philosophy, sociology, political science, marketing) allowed us to identify priority areas for research in the blogosphere. These include identifying: varieties of blogs and types of opinion leaders, the thematic structure of the blogosphere, the formation processes and features of the functioning of discussion communities around the opinion leader, the influence of the opinion leader on the consumer interest of his audience.
An analysis of the work devoted to the study of the blogosphere within the framework of psychological schools showed that it remains complex and little studied. The leading areas of research are related to the study of digital identification and socialization of the individual, which determines the formation, development, self-development of the individual [26]. In foreign works, the concept of "extended-self" [36] has become widespread, in the context of which it is said about a socially constructed identity [69], about the "joint" formation of an image of oneself through communication [15] and interaction on the Internet (videos shot by other people about a person, comments of others, tweets, reposts [10].
Opinion leaders (bloggers) focused the study of the role of the blogosphere in shaping the value-semantic sphere of youth on the problem of constructing the image of the future of youth. It was shown that opinion leaders actively construct a complex destructive and contradictory image of the future (including Russia). The blogger's audience, which actively consumes content, in turn: 1) observes (reads, listens, watches) various constructed models of the image of the future; 2) evaluates the presented models (at the level of commentary activity); 3) correlates (analyzes) personal images of the future with the images that the opinion leader and other participants in communication construct; 4) the majority of the audience (90-+ 5% of the audience) of the blogger accept or demonstrate acceptance of the presented model. An interesting result was obtained
when studying the trust of young people in various sources of information: young people who prefer to receive various kinds of information (news, entertainment, educational, etc.) from bloggers trust the content of information more (Mann-Whitney U test, p<0 .03) and more motivated for specific actions (Mann-Whitney U test, p<0.04) after viewing blogging content. Trust in bloggers is due to the peculiarities of presenting content that forms the image of a blogger as "one of their own", "a person from the people", "an independent expert", "bearer of the truth" (quotes of respondents). Among the attractive characteristics of the content of opinion leaders (bloggers), young people highlight the personality of the blogger and the manner of presenting information ("inspire", "there is something to learn", "sense of humor", "honesty", "information is well remembered", "bloggers are simple and interesting close to people).
The discussion of the results
An analysis of contemporary research on the blogosphere has shown that from the point of view of Russian psychology, it remains complex and poorly understood. The consequence of this is the lack of theories and concepts that reveal the features of the influence (algorithms, typologies, classifications, relationships) of destructive content in the network on the formation of value-semantic orientations of young people [30]. At the same time, the fact is that the role of opinion leaders in social networks exceeds the resources of traditional media [4]. The mass audience is increasingly turning to blogs as sources of a wide variety of information [15]. Content consumed through influencers is further discussed or spoken out in interpersonal communication of small social groups. Personalized, emotionally colored information in blogs allows its readers and the author to develop temporary social relationships, to have a psychological impact on each other. Despite the fact that, in general, as a phenomenon, blogs cannot be fully attributed to online media, practice shows that most blogs, although they contain socially significant news information, are often distinguished by dilettantism in its presentation, subjectivity in assessing current events, and the absence of a clear periodicity. However, despite these shortcomings, the interest of young people in blogs as a source of news continues to grow [16]. In this context, it becomes important to develop users' ability to resist destructive content. The digital socialization of a young person must include instructions for deliberate, balanced behavior when visiting the blogosphere and communicating in it in case of a threat to psychological safety and well-being [18].
The team of authors in the course of a series of studies on the socio-psychological characteristics of the social network content consumption, including the blogosphere, identified a number of factors that are the foundation for continuing research in this direction [13]. At all the stages of the study, 1223 students of Russian universities were involved. Reflective essays, focused interviews, survey methods (questionnaire and standardized psychological methods) were used as research methods. In the process of studying the features of destructive communication in news communities on the Internet, the project team discovered the problem of forming a negative image of the future, which is explicitly or implicitly traced in user content (in situations of active exchange of comments, opinions, messages between users of various network resources). Opinion leaders (bloggers) focused the study of the role of the blogosphere in shaping the value-semantic sphere of youth on the problem of constructing an image of the future, including the future of Russia. Opinion leaders actively construct a complex, destructive and contradictory image of the future.
The audience actively consumes the content, demonstrating a high degree of acceptance of the presented model. Young people who prefer to receive various kinds of information (news, entertainment, educational, etc.) from bloggers (rather than official media) trust the content of information more and are more motivated to take specific actions after viewing blogger content. Trust in the leader of the opinion is due to the peculiarities of the content presentation, which defines the image of the blogger as "one of his own", "a person from the people", "an independent expert", "bearer of the truth" [73].
Conclusion
The importance of further research into the influence of the blogosphere on the formation of an image of the future in the minds of young people was revealed, which is determined, firstly, by the transformation of mass consciousness in the modern world, the intensification of crisis manifestations of consciousness against the backdrop of serious changes on a global scale and in all spheres of human life. Secondly, the high negative potential of social activity (this is about the forms of socio-political and socio-cultural self-presentation and self-expression), which is demonstrated by opinion leaders in the digital environment. Thirdly, the need to create tools and services that contribute to the formation of social and personal competencies among young people, allowing them to resist the influence of destructive, suggestive, manipulative content on the Internet.
_Acknowledgments
The study was supported by a grant from the Russian Science Foundation (Project No. 22-28-01800).
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Информация об авторах Горчакова Олеся Юрьевна
(Россия, г. Томск) Старший преподаватель Национальный исследовательский Томский государственный университет ORCID ID: 0000-0002-7571-0360
Ливенцова Евгения Юрьевна
(Россия, г. Томск) Доцент, кандидат педагогических наук Национальный исследовательский Томский государственный университет ORCID ID: 0000-0002-5635-8007 Scopus Author ID: 57191738358
Фахретдинова Александра Павловна
(Россия, г. Томск) Кандидат педагогических наук, младший научный сотрудник Национальный исследовательский Томский государственный университет ORCID ID: 0000-0001-6837-4760 Scopus Author ID: 57221616672 ResearcherID: AAZ-6346-2020
Information about the authors
Olesya Yu. Gorchakova
(Russia, Tomsk) Senior Lecturer National Research Tomsk State University ORCID ID: 0000-0002-7571-0360
Evgenia Yu. Liventsova
(Russia, Tomsk) Associate Professor, Cand. Sci. (Educ.) National Research Tomsk State University ORCID ID: 0000-0002-5635-8007 Scopus Author ID: 57191738358
Alexandra P. Fahretdinova
(Russia, Tomsk) Cand. Sci. (Educ.), Junior Researcher National Research Tomsk State University ORCID ID: 0000-0001-6837-4760 Scopus Author ID: 57221616672 ResearcherID: AAZ-6346-2020
