Blog of the social and political newspaper as means of the self-presentation and manipulation with mass audience

In this article blog means a page with updated entries and comments, created on the basis of specific sites (for example, www.livejournal.com) or on the basis of editorial websites of various media types. Blogs have many important characteristics that explain their widespread use in the modern system of mass communication and mass media. There are mass, rapid updating of information, interactivity and other properties. Journalists consider blogs as sources of information (search for witnesses, photos and video), the object of study (compilation of blogs ratings, reviews blogs), modern form of dissemination of information in mass audience. Most researchers agree that the peculiarities of blogging (mass, the possibility of rapid updating of information, interactivity, etc.) is the main reason of their widespread use not only in the system of the mass media, but also in the media system. This article is devoted to the investigation of the peculiar features of blog in website of the social and political newspaper and to the analysis the role of social media in organizing activities and information policy of the media editors. Results of this research are actual, because Internet technologies are developed and influenced the choice of forms of presenting information to mass audience. The object of the study is 2 700 publications of blog of the website newspaper «New newspaper» for 2015. One-third of the publications from editorial blog «Novaya Gazeta» is like communication in social media, these are congratulations, announcements, discussions, express their points of view in essayistic form. However, these texts have communicative and ideological impact and function. Two thirds of the publications are texts written in journalistic genres (interviews, case reports, commentaries, articles, and so on. D.). The predominance of journalistic discourse suggests that the editors considering a blog project not as a sphere of informal communication with the target audience and the tools of the organizational activities. According to the analysis blog of the social and political newspaper «New newspaper» is means of the self-presentation and manipulation with mass audience. 75 percent of the texts are journalist's materials. This means that the editors of «New newspaper» do not use blog as the scope of the informal communication with target audience. «New life newspaper» is additional information platform, which is formed or adjusted reader's outlook.