Factors of blogging design in the professional structure of Russian society

The research is devoted to the issue of blogging design as a new trend in the structure of professions. A sociological study was conducted using the methods of online questionnaires and in-depth interviews. A total of 350 respondents, active consumers of blog content, took part in the online survey, while 12 experts, bloggers, as well as specialists in the field of SMM and blog promotion participated in in-depth interviews. In the course of the study, factors contributing to the popularization of blogging and its relevance as a format of professional activity and barriers delaying the establishment of blogging as a profession in the modern Russian labor market were revealed; the main motivators that aid to the involvement in the professional sphere of blogging were identified. The data obtained can find practical application in the field of professional education in the development of training courses for bloggers, in the field of media communication in the creation of information fields and content on various topics.