Strategiczne gry gatunkami - blog i recenzja w witrynach internetowych perfumerii

Abstract

A blog and review, dealt with in the article, are used in virtual websites of perfumeries in a different role than was traditionally ascribed to them. The blog characteristics, explicitly associated with it, are the basis of a marketing usage of the very genre, both in the case of the shop corresponding with a convention of an Internet diary, and shops which placed a handbook under the name of a “blog”. The texts classified in the Internet websites of perfumeries as reviews are the texts evaluating either perfumes or the shop itself. Extra information appears imfrequently and usually serves a deliberate objectivisation of the message. Thanks to it, the text gets closer to the realization of the review model, but it is just illusion of the closeness as the texts in question do not possess any basic genological determinants of the very genre. These are undoubtedly the opinions and calling them reviews is pragmatic in nature. The authors make an attempt to reveal certain mechanisms of playing with these genres and show their persuasive overtone and marketing entanglement.