The Instrumentalization of Trust in the Beauty Video Blog: the Balance of Self-Presentation and Marketing

Within sociology of consumption the attention to formats consumer the practician and preferences is updated, including when choosing cosmetics. Researchers analyze what impact practicians of consumption have on daily occurrence. Recently such form of journalism and the Internet phenomenon in the field of media space as a beaty-blogerstvo increases pace. Modern generations bear certain changes which can implicate for the consumption modes in the way of life and daily occurrence. It is necessary to tell that the popularity and prevalence of a network message grows while orientation and navigation in professional knowledge concerning consumption are complicated, there is a request on the intermediary communicators causing trust, video blogs, and, in particular, beaty-blogs become some kind of alternative to professional opinion. Work is devoted to consideration of one of the most important conditions of communication - trust – in the context of rather new format of communication, the Internet. How the mutual trust in a situation of nonphysical presence is created? What efforts are used by partners on virtual communication to provide trust and to solve the problems? We try to resolve these issues on the example of the cosmetic video blogging having authors and audience between whom there is an interested communication needing a certain level of mutual trust. In this work I am going to reconstruct a social phenomenon of trust on intersection of activity of video bloggers and their audience on mutual interest within different tasks. How to build trust and to avoid mistrust in a phenomenon video блогерства on the example of beaty-bloggers? What does the video blogger for attraction undertake, deduction and constructions of trust of the audience? How do subscribers of bloggers justify the regular presence at this audience?