Emotive component of the impact in the internet blog text

The article focuses on application capabilities of the semantic differential experimental technique aimed at identification of the emotive component of the Internet blog texts impact on the recipients who belong to varied linguistic cultures. The confirmed hypothesis reveals the strongest impact on recipients of the blog texts in cases when the employed value categories coincide with their cultural reference. It means that the impact is nationally marked. The experiments, carried out at the initial stage of the long-time period extended research into Russian values system transformation, resulted in establishing the selected blog texts impact strength for the Russian and American groups of recipients. The natively stipulated character of the blog content impact was noted, since the articles offered for reading by each group of the experiment participants contained the material relevant to a particular linguistic culture and values. Their presence directed the respondents’ perception and determined the quality of the response emotions and types of response. The phased presentation of the text of the article, positive and negative comments made it possible to establish the dependence of the reception process on the impact vector laid down by each object. This vector was proved to direct the transformation of the perception of the recipients. The article text reception accompanied by graphic objects and further comments reading as a combination of heterogeneous sign systems (text, photo) that complement each other and contributed to a better information assimilation by the recipients in the direction in which the Internet diary author wanted it.