Videoblogging as a Tool of Formation of Reputation: Self-Presentation of Bloggers and Their Perception by Target Groups

At present, in XXI century, such a method of communication as a blog is gaining a huge popularity. Through online diaries or blogs, a person (blogger) shares various information with his audience, thus forming his own community and a new platform for discussing any issues. Not an exception is the political theme.. By means of management of Internet-diaries (blogs) the person who shares different information with his audience, forming, thereby, his community and new platform for discussion of any questions. Not exception is as well a political topics. Already from 2012 the role of political blogs has increased. Based on WCIOM data, in 2012, before presidential election of 2013, role of political videoblogers in the country increased in 2 times. And in 2017 the leaders of opposition movement, Xenia Sobchak and А. Navalny, began began using the video blog as a platform for conducting the election campaign. This study proposes to consider the policy of the influence of a blogger on a target audience through a video blog. How do videoblogers Sobchak and Navalny build their content as part of the election campaign? How is the media influence developing? What strategies did they use to influence the audience through a video blog? In the framework of this study, we carried out a visual analysis of the videos of both candidates in order to build a pre-election program; the strategic features of the authors' vlogs were identified, and an attempt was made to study the reaction of the vogues audience by conducting semi-structured interviews with representatives of different generational groups. As a result of the research, we made a typology of strategies for each of the candidates, analyzed empirical material (focus groups and interviews) for vloger perception by their audience and made a portrait of political figures.