Блоги як пізнавальний ресурс у контексті сучасної цифрової культури

The purpose of the article is to identify the cognitive potential of blogs as an element of digital culture that shapes new practices of perception, comprehension, and transmission of knowledge. The methodological framework of the study includes methods of analysis and synthesis, generalisation and systematisation — to identify problematic aspects of the topic and to thoroughly address them; content and discourse analysis, which made it possible to reveal the specificity of blogs as digital communicative tools; and an interdisciplinary approach: the research problem is analysed through the lenses of cultural studies, communication studies, cognitive science, pedagogy, psychology, and digital linguistics. The scientific novelty of the article lies in presenting blogs as a cognitive instrument of digital culture within which unique models of information transmission have emerged, characterised by intellectual and emotional engagement of the audience. This enables the formation of cultural attitudes of the 21st century generation through virtual interaction. Conclusions. Thus, in the modern information society, blogs appear as a form of digital communication that actively transmits knowledge and shapes cultural orientations, using their own specific cognitive mechanisms of meaning-making. The cognitive potential of blogs is enhanced by such features as communicativeness, the presence of an authorial persona, content orientation toward a specific user, emotional presentation of information, interactivity, and accessibility. Within the context of digital culture, blogs serve as platforms for both formal and informal education. As a component of contemporary digital culture, they now play an important role in shaping knowledge, disseminating material and cultural values of society, and contributing to their reinterpretation within a globalised information space.