Construction of Image of Normative Body in Russian Beauty Blogs: Strategies and Reception

The project aims to identify the features of the communication processes within which the normative body image is constructed in contemporary digital social media. The paper reviews theoretical approaches to the study of the mediatized image of corporeality: in particular, the constructivist approach to the body is used as a theoretical and methodological framework. Blogging and its communicative affordances are considered in the framework of such concepts as "micro-celebrity" and "influencer" as specific celebrity practices in the era of the WEB 2.0 system. The empirical part of the study provides a qualitative analysis of content and discourse analysis of Russian-language beauty blogs on the digital platforms Instagram and YouTube. As a result of the research, the main strategies used in the construction of body normativity in the beauty blogosphere are identified, as well as its specifics of its reception by the audiences.