Meanings and semantic nuances on open Internet platforms as a subject of sociological study (on the example of patriotic blogs in Zen)

The article focuses on latent meanings and semantic nuances in patriotic blogs on the open Zen Internet platform; first, the motivating incentives to enter into communication and, secondly, the verbally manifested emotions and emotional states of the authors of comments and responses to them were revealed. The research task was to obtain data that allows understanding and forecasting trends and the vector of development of socially significant processes that are influenced (may be influenced) by communication interactions in the blogs selected for study. A set of complementary methods was used: motive-target analysis and content analysis. The dominant incentive for the authors of the analyzed blogs to enter into communication was the desire to anal yze in detail the factual and moral aspects of the events and problems covered and to give a personal forecast taking into account the interests of the country. The dominant incentive of the authors of the response comments turned out to be the desire to get an assessment of the problems that concern them, to report their point of view and, most importantly, to get hope for a favorable outcome. A typical latent semantic feature for all participants of communication, which allows positive forecasts and optimism, is confidence in the effectiveness of moral principles, following which will lead to the desired result. The content analysis data recorded a high level of optimism, gaining confidence and relieving anxiety among the authors of comments and responses to them. The complex of the data obtained allows us to conclude that the analyzed blogs have a high potential in optimizing the processes of social adaptation both among the direct participants of communication and within the socio-cultural group that they conventionally represent. The data obtained can be used in making operational managerial, political, socio-cultural and other decisions.