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Файл:The Information Resonance in Social System. Monograph
.pdf
CHAPTER 10. BLOGGERS AS AGENTS REFORMAT MECHANISM 181
Function can be considered in terms of consequence
(favourable, unfavourable is dysfunctional or neutral –
unfunctional) caused by the change of one parameter to another;
parameters of the object (functionality), or the relationship of
the individual parts for a whole (performance) [19]. The
concept of "feature" introduced into scientific circulation G.
Leibniz [20]. Further interest in sociology to function as one of
the fundamental categories grew with the spread in various
areas of science of functional methods of research. An attempt
to build a theory of cognition based on the functional approach
has had a definite impact on the philosophical notions about the
function. Explores the problems of validity, admissibility and
evidentiary functional statements and explanations, which are
widely used in the biological and social sciences, especially in
connection with the study of the targeted systems.
In sociology function acts as a notion indicating the
correlation between social objects, ranging in status, class, type
and belonging to different types and groups. Under function
refers to the fulfillment of social roles, performing a certain
destination entity, its goals and objectives. Combining all the
functions and social impact of an object observed social
structure contributes to its orderliness within this structure and a
balance between this structure and the external environment.
The "function" in sociology is the role played by certain social
institution or private social process on the requirements of the
social system of a higher level of organization or the interests
of its constituent classes, social groups and individuals. You
can select the function of the State, the family, art relative to
the society. Explicit functions differ, t. e. coinciding with
openly advocated the aims and objectives of the Institute or a
social group, and hidden, latent functions that detect only over
time and differ from the stated intentions of the participants in
this activity. It is an addiction that is observed between the
various components of a single social process where changes
in one part of the system are derived from changes in other
parts (for example, changes in the proportion of urban
PART II. SOCIAL TRANSFORMATIONS 182
and rural population as a function of the development of
industry) [21].
Functions are developed from social sites and systems
during the process of evolution as a necessary tool for survival
and development of society. Thus, the operation can be called
normal and stable social structures, systems and facilities. But
we are interested in it is the social function of bloggers as a
community Internet, their value to society. Social function is a
ratio of two social sites at which change one of them to
accompany the changes of another object. In the social sciences
under the functions understood some persistent object
characteristics which, when assembled, gives a general idea of
the location of the object or process in the origin, existence, the
global development unit, as well as about the relationships and
dependencies of its constituents [22].
The concept of "social function" has several meanings, used
in Sociology:
1) external manifestation of the properties of any object,
process in some system of relations (function-property);
2) role that performs a particular social institution or process
in relation to the whole (function-roles);
3) relationship of parts to a whole, their relationship (e.g.,
the function of continuity in the education function of
rationalizing management system) (functions-connections).
The concept of "social function" from the very beginning of
Sociology is used as the primary. In sociological research study
of the function of social institutions, objects and structures is
one of the main objectives.
From bloggers, mikroblogges, participants in social
networks and other active users of the network is the most
important function is to deliver information on purpose.
There is a so-called "law on the swag» - Russian law, which
entered into force August 1, 2014 year and entering the
registration of bloggers with more than three thousand visits, as
a" distributor "that provides the same limitations as for
registered media [23]. The main function of the mass media
inform. It follows that for bloggers become apparent the need
CHAPTER 10. BLOGGERS AS AGENTS REFORMAT MECHANISM 183
for wider dissemination of their posts and published material: it
should be one of the first to give their read visitors social
networks, forums and of course blogging themselves.
Blog posts can be seen as virtual discourse because:
1) they represent the dynamic language model based on
communication, i.e. on joint activities of the people who try to
express their feelings, exchange ideas and experiences;
2) communication takes place in communicative situations
dealt with in cultural context;
3) central role in communicative situations belong to
people, rather than the means of communication;
4) communication includes under communicative (writing
the text of the post) and postcommunicative (kommentarovanie
post) stage [24].
Post on your blog is a product of the speech, which is a
product of the speech activity to some extent, executing
communicative function, without regard to its texture (oral or
written), the format (monologue or dialogue), functional-style
amenities and nature flow of speech activities (spontaneous or
arranged) [25]. Means of communication with visitors to his
blog blogger comes through the post, published on a personal
page, and info in this post requires the rapid spread. The
existence of just such socialized distribution function is one of
the major goals of modern media, because it helps unify and
instruct the fragmented Internet audience.
Thus, if you compare the MEDIA, social networks and
bloggers in this context, the conclusion of natural tasks blogger –
the dissemination of information. The story of friends and
people, in which he was confident for a man is of greater
interest and faith in him than a MEDIA message that requires
validation. Especially now in the modern world this is relevant
when the number of media, both radio environment, printed
publications and on television, more than 86.900 sources,
although it decreased from previous years [26]. This
phenomenon is caused thereby to the growth of electronic
MEDIA portals, among which registered bloggers.
PART II. SOCIAL TRANSFORMATIONS 184
All the world community, leading blogs on the Web, is
inclined to believe that the information pages can be divided on
several key criteria:
authorship (blogs that are owned by one person, group of
people or members of one organization or company);
authorship (blogs that are owned by one person, group of
people or members of one organization or company);
on the nature of the messages (text, video, audio);
on technical basis (offline and using blog platform) [27].
Few Internet users engaged in activities similar to the
journalistic, more often than not, they are limited to discussion
with friends in the comments to his post. Such a conclusion can
be drawn, if you look at the user pages. But it should be noted
that not only the media use blogs to disseminate information.
Marketers and PR-specialists compete to achieve the
promotional post famous and/or active user of social media.
Therefore, when working with bloggers need to be cautious.
Often their entries are paid. Not only advertising, but opinions
may be issued for a fee, interested individuals.
It should be borne in mind that reading blogs and authorship –
two different in content process. People who use
communication features blogs outside the context of a reference
for your own blog, celebrate the opportunity to interact with
people with whom they do not have the possibility to
communicate directly. For example, with friends who live in
other cities [28]. Alternative economics posts in blogs, makes
this the most convenient form of communication, as it does not
entail mandatory reciprocity and other restrictions to
communicate one on one:
you can select, in addition to maintaining close contact
with the following objectives, which may haunt the reader
blogs:
obtaining information;
reading entertainment;
CHAPTER 10. BLOGGERS AS AGENTS REFORMAT MECHANISM 185
tracking public reaction to those actions (blogs are a huge
focus group);
reading for the sake of socialization, feeling a part of the
lives of famous people [29].
Blogger-readers in Internet-space large number. Network
users are registered on the sites where they live and are born
blogs. Users are consumers of information, giving nothing in
return, except for frauds and, at best, commented on, and not
posting on your personal page. However, it is thanks to their
estimated builds top blogs.
In a survey conducted in Livejournal bloggers 2005 year
were allocated to the following functions of blogs [30]:
1) Communicative function.
Communicative function mentioned most often. Most of the
bloggers say that lead or read blogs for the sake of
communicating with interesting people to them. First and
foremost is the ability to say something once so that it is heard
by many. What's the point of telling ten, twenty, thirty page
trip to the suburban Park, if it can be described in his blog
entry with photos. Everyone has read about it at a convenient
time or will not read at all, deciding that it is uninteresting. In
the words of one of the bloggers: "sometimes you want to talk,
and all the nights sleep. Then you can write to ЖЖ
(LiveJournal) and then read. There may be another problem.
For example, when two bloggers they have nothing to say to
each other, because they all told in his blog or commented on
the "friend" of his record.
While some people create blog for ease of communication
with existing friends, others create a blog in order to meet new
people, to expand its audience. In these two terms – "meet new
people" and "expanded audience" who were participants in the
survey reflected another difference. While one needs friends,
other listeners. The communicative function is popular not only
in blogs, it can be identified in all social networks. It is for
quick communication they originally created.
PART II. SOCIAL TRANSFORMATIONS 186
2) Function of self-presentation.
Among the respondents, there are a few respondents who
initially wanted to create your own personal website, but after
learning about the ease of blogging, gave their preference to this
presentation of information about yourself. There is a classroom
blogging, intended for publication and discussion of works of
the author (prose, poems, photographs, drawings), but a regular
diary undoubtedly carries information about the identity of the
author. "Lead a diary to me read," can tell a lot of bloggers.
This is the information about yourself is inherent in people who
love popularity, they need "listeners" and readers who not only
read, but also show their interest to the author of the blog,
commenting on the posts. Often celebrities losing popularity,
moving to blogging to be asserted somewhere and prove to
yourself that popularity is not lost.
3) Entertainment feature.
Many people prefer blogging, reading blogs and discussions
in the comments as an entertaining pastime, particularly if they
for some reason restricted to other forms of entertainment, in
addition to the Internet, and have quite a lot of free time to
spend. For example, young moms make up a significant part of
the community of bloggers – they always have something to
write in your blog, they have a lot of issues with which they
may refer to other, etc. Blogs are an inexhaustible source of
entertainment and a useful read. There are also blogs on funny
stories immediately "blowjob", comics and pictures, specially
created to entertain and attract readers. Some users use blogs to
spend a large amount of free time, while others use them to fill
the shortage of full communication due to lack of time. For
example, users who work in night shifts in real life.
4) The cohesion function and retain social ties.
LiveJournal community brings together tens of thousands of
Russian-speaking users, among which many find people with
whom they were familiar with. Blogs by serving as social
networks allow to reconstruct which had ceased in real life
CHAPTER 10. BLOGGERS AS AGENTS REFORMAT MECHANISM 187
social connections and support are available, helping you get
to know their friends and acquaintances on their published
posts. Some of the respondents use blogs as the interaction of
the Working Group, to discuss pressing issues and solutions
business. It is this kind of communication is more convenient
than e-mail or instant messages.
5) The function of a memoir.
Just like the traditional paper diary, blog, in addition to new
features, can be realized and how carrying the function of a
memoir. This is the place for any records that may come in
handy in the future. It's a way to not forget about the details of
those or other events of his life. Using this function, the
respondents believe that lead a diary for myself, in order then to
read, to write something that you don't want to forget. And
think about it later. Authors create a kind of delayed
communication with ourselves. In the network can be found
blogging infants that for them are parents posting entries from
birth and up to a conscious age child, while attaching pictures
and fixing important dates. Also this feature blogs used as
vnutriličnostnoj communication and location where the virtual
space can store important files that the author is afraid of losing.
6) Function of self-development, or reflection.
This function is related to the fact that the blog provides an
opportunity for participants to create an image of an "I" to
which the author seeks. Some note that publicity diary compels
them to continue his lead, and also makes learning more
intelligently to structure their thoughts. This helps them to
better understand himself lived events, outlining your problem
or idea in writing. So it becomes easier to analyze the situation.
And, to meet in the life of a virtual self, they become interesting
interlocutors. Bloggers often become dependent on posts and
are going through, if a long time nothing published, they must
constantly maintain the brand.
7) Psychotherapeutic function.
There are also mentions of psychological features blog,
which is either assumed in advance or was realized in the
PART II. SOCIAL TRANSFORMATIONS 188
process of doing records — "throw out the emotions", "to
soothe the nerves. This function has gained a new form and new
opportunities as a way to complain on the lives of many people
at once and get in response, soothing words. Function is popular
among active users of blogs, which are limited in live
communication with loved ones or alone in real life. Because
the author may create a blog under any name and be online
quite differently than in life. It can be more open-minded and
sociable, thereby positioning itself to other users, which can
then turn into a virtual friendship.
8) Promotion of goods and services.
Using blogs, you can keep track of what many people said
about you interest organizations, products and services. If you
are a direct founder, then you would be useful to know what
you think about consumers and customers. So you can take a
direct part in the discussion by posting comments in other
people's blogs, thereby giving the advertising itself, and without
spending any money. You can cooperate with bloggers writing
on similar topics, and finally, have a direct impact on discussion
through your own blog that is popular now. Users approve of
direct contact with the owner, ask questions directly, which
allows you to tell about your product or service in public and
develop the discussion in the comments. Blogging is a fast
feature providing alerts on new promotions, discounts and
news.
Thus, the social functions of bloggers can be attributed
functions: communication, self-presentation, entertainment,
memoirs, therapy, self-development and reflection, cohesion
and retention of social ties and promotion of goods and
services. Undoubtedly, all these functions are related to the
active bloggers on the Internet and are aimed at rallying the
Internet audience through published information. Blogger
feature is enabled through role-based model of conduct.
So on the basis of individual activity of each individual
involved in the design of social spaces, leads "assembly"
social system "from the bottom up". This special system: it
CHAPTER 10. BLOGGERS AS AGENTS REFORMAT MECHANISM 189
immediately arose as a network, and as a multifunctional
structure consisting of autonomous cells, a way of being
which is solely private activity of people.
Behavior-role of bloggers
Social role is a model of human behaviour, objectively
defined by the social position of the individual in the system of
social relations. Social role - behavior that is expected of the
person occupying a certain status. The set of roles that
correspond to a certain social status allows its media most of the
time to deal with "their" affair-to exercise their role behavior in
various forms and in different ways. Social role is always
standard since it is a system of expected behavior, which is
determined by statutory duties and rights. As a rule, the role of
the hardcoded. However, there are capable and brave disciples
incapable and cowardly soldiers, talented and unoriginal policy.
The fact of the matter is that the predefined roles people
perform in individual interpretation. Each individual in their
own way takes its social role and executes. In sociology, actual
performance personality social role has been called role
behavior.
Regulatory requirements related to the social role of the
traditionally more or less known participants role-playing
interaction and generate the corresponding role expectations:
the interaction of all participants expect from each other
conduct that is included in the data context of social roles.
When this social role is not only in the aspects of role-playing
and role expectations, but the performance, i.e. how an
individual actually performs its role.
Behavior-role is specific performance man social role. Here
find the embodiment of his personal characteristics. Any role
has the structure: a model of human behavior by society; human
representation system about how he should behave; the actual
observed behaviour of the person occupying this position.
PART II. SOCIAL TRANSFORMATIONS 190
Social role-fixing of a provision, which takes one or another
individual in the system of social relations. The role of this
function, regulatory approved sample behavior expected from
each occupying this position [31]. But the subject of these
expectations is not an individual and the society. It is important
not only fixing the rights and duties, but also link social role
with certain kinds of social activities of individuals. Social role
is a socially necessary social activities and how the behavior of
the individual. The social role of always bears the seal of public
assessment. Society can either approve or not approve some
social roles. Sometimes the approval or disapproval varies
among different social groups, evaluating the role quite may
acquire different meaning in accordance with the social
experience of one or another social group.
In real life, each individual performs not one but several
social roles. It can be, for example, son, husband, father,
Manager, colleague and a fisherman simultaneously. Some of
the roles given to a person from birth, other bestows himself
during life development, selecting them according to their
interests and vital installations. This set of social roles can be
called a role set, which is assigned to the individual. But the
acquisition of the role of the individual does not determine its
conduct in detail, it is formed from the digestion and
internalization of this role. Successful internalization is
determined by a number of individual psychological
characteristics of each media in this role. Therefore, public
relations, although they are, in essence, impersonal relationships
and roleplaying, in fact its particular manifestation acquire
certain personal coloring. Each social role does not mean
absolute defined patterns, she always leaves some leeway for
implementation of its Executive Director. This can be called
execution style social role.
At the present stage of development of online services and
the Internet community, the boundary between users of social
networks and bloggers has become very blurred, but still, some
Cardinal differences there are. Social networks were originally
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