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Adaptation of Television Technologies in Blogging: Syntactic of Audiovisual Solutions
The formation of the blogging institution is similar to the model of the journalism institute and the fields in which it operates. Modern blogging (especially video blogging) is based on television technologies (this can be considered the primary trend in the design of modern media space). Like television journalists, bloggers have learned how to work with information and create original products that are relevant to the interests of the audience. Syntactic of audiovisual solutions associated with the adaptation of television technology, in varying degrees, is characteristic of all blogging projects (at the level of shooting, editing, graphic forms, and studio organization, developing a media image and choosing discursive strategies). It can be typologized, highlighting several enlarged groups: informational and analytical; interview; lifestyle (travel blogs; beauty and fashion blogs; health and sports blogs; humorous blogs; life hack blogs; challenge; culinary blogs; fishing and hunting blogs; auto blogs; game blogs; blog reviews). The revival of the legendary “The Other Day” program in the Internet field can be considered as evidence of the syncretism of blogging and journalism, which are transforming in modern communication realities. Besides, in the course of analyzing television and blogging content, a reciprocal process was discovered – the adaptation of blogging technologies in the television industry. The primary evidence is the strengthening of niche broadcasting when the main federal TV channels focus on personalizing content.
The second trend in the design of the modern media space is related to the use of audiovisual blogging solutions in the creation of informational and analytical television content when television journalists (in particular, D. Kiselyov and K. Kleimyonov) borrow screen models of bloggers behavior (such as N. Sobolev, Y. Khovansky, etc.) in their discursive strategies.
The third trend is the use of audiovisual blogging solutions in the creation of cognitive and educational television content. These processes will have a further impact on each other, increasingly integrating the fields of television and the Internet, which ultimately will lead to the conditional blurring of boundaries between bloggers and journalists (and this will undoubtedly require a rethinking of the educational strategy aimed at training representatives of the media industry).
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