User Request for Content Produced by Female Influencers Online

Abstract

The article represents the trends in information content, which is produced by the most popular Russian women bloggers. The purpose of the article is to study the discursive fields formed by female influencers in the Russian segment of the online space. Women influencers are able to formulate the gender specificity of published content, which leads to the transformation of discursive fields, first in the online space, and then in offline reality. The main channel of communication between influencers and the target audience is social media, which, on the one hand, provide an illusory freedom of expression, on the other hand, build a new, latently functioning hierarchical system for managing public opinion. Having a direct channel of communication with the audience, female influencers are able to broadcast the gender agenda, reproduce gender stereotypes, fixing them in the existing transit of social action from online to offline space. As a result of the network and linguo-discursive analysis, conclusions were drawn about which discursive fields broadcast by female influencers are the most popular among users, which in the future will not only construct their lifestyle, but also affect the perception of the gender agenda that reveals various aspects of a woman (self-realization, family, career, politics, education, etc.).