THE SCOPE OF THE LEXEMES "INFLUENCERS", "BLOGGERS" AND "CELEBRITIES" IN MODERN MEDIA COMMUNICATION |
| 1 | |
| 2026 |
| MEDIA COMMUNICATIONS AND JOURNALISM |
| scientific article | 070 | ||
| 161-171 | инфлюенсер, блогер, знаменитость, медиакоммуникация, реклама, PR, доверие, платформа, influencer, blogger, celebrity, media communication, PR, trust, platform, predication |
| The work is devoted to the analysis of how the meanings and spheres of use of the lexemes "blogger", "influencer" and "celebrity" converge in modern media communication. It is shown that since the mass spread of social networks (2006-2010), publicity has become platform?based, and influence has become measurable and commercialized, which has caused a shift in focus in the selection of public figures. In mass discourse, promotion and influence on the audience become key functions, which leads to the interchangeability of these lexemes. To solve professional problems of advertising and PR, a model of differentiation of concepts is proposed. |
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