Platform Priorities of the Russian Blogosphere: Trends and Changes

the article is devoted to the study of the transformation of the blogosphere in Russia in the context of the transition of bloggers to domestic online platforms. This process became especially noticeable after the introduction of a number of legislative restrictions aimed at using foreign digital platforms. As a result, many bloggers were forced to adapt to the new conditions, choosing alternative platforms for communicating with subscribers. This study addresses the issues of opinion transmission and information perception in the context of modern political and social realities. The article identifies trends in the adaptation of bloggers to new conditions associated with the transition to domestic online platforms. The empirical basis of the study is the results of a comparative analysis of 15 cases of bloggers switching from the international YouTube platform to the domestic RuTube. Representatives of different segments of the blogosphere have been selected: from popular video bloggers to micro-influencers broadcasting content of various subjects. This allowed us to cover a wide range of formats and approaches to content creation, as well as identify common patterns in the process of adapting content creators to new business conditions. The results of the study will help to understand how bloggers adapt to new conditions and what communication strategies they use to maintain communication with their audience.