Axiological dimensions of family discourse: A qualitative analysis of women’s blogs in Russian and Serbian digital spaces

Tatyana V. Leontyeva; Anna Shchetinina; Zoran Jevtović

doi:10.5937/socpreg59-61527

Tatyana V. Leontyeva Ural Federal University named after the First President of Russia B. N. Yeltsin, Graduate School of Economics and Management, School of Public Administration and Entrepreneurship, Department of Mass Communication Languages, Yekaterinburg (Russian Federation) https://orcid.org/0000-0002-7213-1582
Anna V. Shchetinina Ural Federal University named after the First President of Russia B. N. Yeltsin, Graduate School of Economics and Management, School of Public Administration and Entrepreneurship, Department of Mass Communication Languages, Yekaterinburg (Russian Federation) https://orcid.org/0000-0002-9085-8697
Zoran B. Jevtović University of Niš, Faculty of Philosophy, Department of Communicology and Journalism, Niš (Serbia) https://orcid.org/0000-0003-1688-5723

DOI: https://doi.org/10.5937/socpreg59-61527

Keywords: women’s blog, family themes, traditional values, new sincerity, social network

Abstract

This study examines the representation of family values within the context of women’s blogging in Russia and Serbia. Methodologically, the study employs content analysis, a phenomenological approach, and an axiological framework for interpreting blogging narratives. It is posited that the frequency of a blogger’s engagement with specific thematic domains in text posts, videos can be conceptualized as an empirical indicator of their dominant value orientations. Key values identified in the women’s blogs include: Children, Joint family travel, Joint family celebrations, Household management, etc. It is noted that these values are typically not explicitly labelled within the narrative but are present implicitly. Significant similarities were found in the coverage of family themes across the Russian and Serbian blogospheres.

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