SPECIFICITY OF INTERNET DISCOURSE AS EXAMPLIFIED IN PROMOTION OF INFORMATION PRODUCTS IN THEMATIC BLOGS

Abstract

Тhe information age has contributed to the emergence of a new professional direction – blogging. The virtual audience of Internet authors can reach tens and hundreds of thousands of people, which is why Internet discourse plays an important guiding role in the functioning of modern society as a cognitive system. One of the main functions of a blogger is to promote goods and services via the Internet. In the modern world, there are many ways to make money on social networks, one of them is the sale of information products (courses, guides, intensive courses, checklists, marathons, master classes). To promote their products, Internet authors construct a promotional discourse, endowing it with various suggestive mechanisms of infl uence. The purpose of the study is to study the specifi cs of the discourse of thematic bloggers who promote information products. The object of research is the Internet environment, and the subject is the specifi cs of the promotional discourse of thematic bloggers. The empirical material consisted of discourses in the fi eld of fashion, esotericism and investment, which were posted on bloggers’ websites. Research methods: content analysis, cognitive interpretation method, comparative analysis. The results of the study suggest that the specifi cs of creating a promoting discourse depend on the topic of the blog and its target audience. The study revealed the following features: the discourse in the fi eld of investment is characterized by the active use of mathematical symbols and reliance on quantitative data; discourse in the fi eld of esotericism is promoted with the help of cognitive distortions that picture a bright future in the imagination, and non-verbal methods of infl uence immerse one in an atmosphere of mysticism; discourse in the fi eld of fashion contains an abundance of non-verbal methods of infl uence, artistic and visual means that give the discourse emotionality. All target audiences have their own unique characteristics: one is characterized by restraint, ano ther has magical thinking, and the third is characterized by emotionality. Summarizing the above, we can conclude that when creating a promoting discourse, an Internet author cannot help but take into account the worldview of his target audience, because if one does not take into account the sociocultural factors of the environment, which have a tremendous impact on the functioning of living systems, the connection between the blogger and his audience will be disrupted.