In search of definitional certainty of the concept “own style” in culinary video blogging

The focus of the research attention is the concept “own style”, which is defined as a property and a qualification-evaluative characteristic of video blogging products relevant for promoting a blog in the network. The scientific thorough understanding of the style’s phenomenon is multifaceted, because various spheres of human activity are connected with this phenomenon, including creative activity, and various kinds of categories are used for identification style-forming fundamentals. The widest diapason of means of online social interaction distinguishes the semiotics of mass communication today, for this reason style in media studies cannot be defined as a purely language/speech category. Understanding style as a unity of some information content and being objectifying this content forms, being elected by the addresser and being gotten to know by the addressee by the reproduced specificity, made it possible to identify a number of qualification-evaluative criteria by which the stereotypicality/originality of video products in the culinary video blogging cluster can be established. One’s own style in culinary video blogging is being connected with a personalised (reflecting the socially significant personal qualities of the blogger and different from others) mastery of organizing communication, manifested in suitable for the communicator’s character thematic material. The summands of mastery, which act as markers of one’s own style, are determined by the technical and non-technical characteristics of being organizing by the addresser communication. Technical characteristics are demonstrated in the ability to work with a camera, light, color, sound, video and sound’s row editing; non-technical — in the ability to find an idea and suitable material for its implementation, the ability to reveal in a media image one’s individuality, the ability to “feel” the audience, that is, to understand its needs and offer such satisfaction of these needs that stimulates the user of the content to maintain contact.