Speech tactics for implementing the self-presentation strategy in German-language lifestyle blogs

The study focuses on German-language lifestyle blogs, which are being considered from the perspective of their authors’ self-presentation and presentation of their lifestyle. The aim of the study is to determine some of the ways used by the authors of German-language lifestyle blogs to implement the communication strategy of self-presentation. The paper discusses the genre features of lifestyle blogs, which serve as a platform for a certain lifestyle, defines the strategy of self-presentation as the leading communication strategy of this type of Internet blogs and highlights some tactics for implementing this strategy. The scientific novelty of the study lies in the fact that based on the material of a German lifestyle blog, a number of speech tactics for implementing the self-presentation strategy have been identified for the first time. As a result, it has been proved that the speech tactics of conveying objective and subjective information, conveying information from a third person, using a promoted image, demonstrating competence and uniting with the addressee serve to effectively implement the blogger’s self-presentation strategy.