FEATURES OF THE POLITICAL AND ADMINISTRATIVE NETWORK MEDIA DISCOURSE AS PHENOMENA OF MODERN LANGUAGE CULTURE

Under the influence of new information technologies, political and administrative interaction according to the formula "state power - civil society" acquires qualitatively new properties based on a deeper mutual penetration. Blogosphere and social networks have come to be united in terms of the concept of social Internet media, performing functions of the mass media, especially the informational one, and at the same time affect the administrative decision-making by various administrative structures at the state level. Blog as a means of mass communication in the political sphere has quite a large and stable popularity. In the context of current trends in the development of the contemporary information society, it were blogs to be considered the most convenient and effective method of informal Internet communication and perceived as the opportunity of realizing freedom of speech, a way to express one's views and, if possible, to influence the audience. Today, a blog is also a well-established, stable and popular genre, originally intended to be relatively free to disseminate one's personal views, to strengthen one's influence on the target audience and to find like-minded people. The selection of the site of your blog is also important in this respect: if micro-blogging within social network services is more popular among representatives of official authorities, then blogs in its classical sense, with the ability to express one's position to the fullest, are the main means of disseminating information in the arsenal of communication channels among politicians of various persuasions. Thus, the blog becomes an effective means of political and administrative communication, widely used by today's government officials who have been able to influence the audience through this very popular mass communication channel. Using the blog as a means of disseminating information allows creating new settings, adjusting existing values and foster new ones among representatives of contact audiences. The texts of the blogs become a full-fledged coherent, whole and complete texts which allows them to be viewed as a media product.