Blogging — a hobby or a profession? Students’ attitudes
Research Article
Acknowledgments
The research was supported by a grant from the Russian Science Foundation (project No. 22–18–00614). URL: https://rscf.ru/project/22–18–00614/.
How to Cite
Kamarova T.A., Tonkikh N.V., Begicheva S.V. Blogging — a hobby or a profession? Students’ attitudes. Population. 2025. Vol. 28. No. 2. P. 145-159. DOI: https://doi.org/10.24412/1561-7785-2025-2-145-159 (in Russ.).
Abstract
The article considers current issues of blogging as a new phenomenon in the field of digital communication and social and labor activity. The attitude towards blogging among representatives of different generations is ambiguous, and the associations with this concept are highly variable and have not been sufficiently studied. The purpose of the study is to identify differences in students’ opinions about blogging depending on their age group, their belonging to generation Z or Y. The key research question is whether blogging is perceived primarily as a profession or a hobby. The object of the study is student youth of generations Z (Zoomers) and Y (Millennials). The empirical base was the data from a survey of bachelor students (N = 539 people). The results obtained showed differences in ideas about blogging depending on age. Thus, 51.4% of the representatives of Generation Z consider blogging as a profession, while 28.6% consider it a hobby. Representatives of Generation Y have opposite opinions: 20.1% consider blogging a profession, and 47.9% — a hobby. The main attractive aspects of blogging as a profession were identified: the opportunity to do what you love, self-realization, remote work and flexible hours. Generations Z and Y agree that the working conditions of a blogger facilitate achieving a balance between work and personal life. The main disadvantages of professional blogging are related to uncertainty of self-employment conditions: labor and financial instability, as well as overemployment. It was found that generational differences in the perception of blogging as a profession do not affect the motivation to choose it: 25% of the representatives of Generation Z and 22% of Generation Y would like to become bloggers. The results of the study are of theoretical importance for specialists involved in new forms of employment. In practical terms, development of the legal status of blogging and elaboration of educational and professional standards for this activity seem promising.
Keywords:
blogger, profession, hobby, social networks, digitalization, Generation Y, Generation Z, work-life balance
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2. Ushanov P. V. Russkojazychnaja blogosfera: traditsii i innovatsii v politicheskoj kommunikatsii [Russian blogosphere: traditions and innovations in political communication]. Rossija i ATR [Russia and the Pacific]. 2023. No. 4(122). P. 37–49. DOI: 10.24412/1026–8804–2023–4–37–49 (in Russ.)
3. Matsnea M. A. Bloging kak novaja kommunikativnaja praktika [Blogging as a new communication practice]. Vestnik Minskogo gosudarstvennogo lingvisticheskogo universiteta. Serija 1: Filologija [Minsk State Linguistic University Bulletin. Series 1. Philology]. 2023. No. 4(125). P. 7–16. (in Russ.)
4. Andriyashina A. A. Napravlenija i perspektivy razvitija mezhdunarodnogo Internet-marketinga [Directions and prospects for the development of international internet marketing]. Zhurnal sotsiologicheskikh issledovanij [Journal of Sociological Research]. 2024. Vol. 9. No. 1. P. 78–82. (in Russ.)
5. Karpykbaeva A. B. Marketing vlijanija (Influencer-marketing) kak strategija brenda [Influence marketing (influencer-marketing) as a brand strategy]. Vestnik ekonomiki, prava i sotsiologii [The Review of Economy, the Law and Sociology]. 2019. No. 4. P. 16–19. (in Russ.)
6. Kostin D. M. Bloger kak instrument postrojenija lichnogo brenda persony i reputatsii kompanii: tendentsii i perspektivy [Blogger as a tool for building a personal brand and a company’s reputation: trends and prospects]. Nauchnyj zhurnal [Scientific Journal]. 2023. No. 1(66). P. 18–27. (in Russ.)
7. Koteneva A. P. Vlijanije blogerov i znamenitostej na osvedomlennost’ o produktsii: analiz i perspektivy [The influence of bloggers and celebrities on product awareness: analysis and prospects]. Vestnik nauki [Science Bulletin]. 2023. Vol. 1. No. 12(69). P. 133–138. (in Russ.)
8. Aleksandrovsky S. V., Silkina O. S. Kak lidery mnenij pomogajut brendam na rynke obshchestvennogo pitanija [How opinion leaders help brands in the food service market]. Informatsionnoje obshchestvo [Information Society]. 2021. No. 1. P. 2–14. DOI: 10.52605/16059921_2021_01_02 (in Russ.)
9. Cooley D., Parks-Yancy R. The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce. 2019. Vol. 18. Iss. 3. P. 249–269. DOI: 10.1080/15332861.2019.1595362
10. Utegenova V. B., Shumilova Yu. A. Privlechenije infljuenserov (blogerov) dlja prodvizhenija tovarov ili uslug biznesa [Attracting influencers (bloggers) to promote business products or services]. Brend-menedzhment prostranstv [Brand Management of Spaces]. Proceedings of the All-Russian scientific and practical conference (Tyumen, May 20–21, 2021). Tyumen. Tjumenskij gosudarstvennyj universitet [University of Tyumen]. 2021. P. 125–134. (in Russ.)
11. Galanova A. V., Epifanova D. I. Vlijanije sotsial’nykh setej na tseny akctsij proizvoditelej odezhdy [Influence of social networks on the clothing companies’ stock prices]. Vestnik Moskovskogo universiteta. Serija 6: Ekonomika [Moscow University Economic Bulletin]. 2022. No. 2. P. 71–93. DOI: 10.38050/01300105202224 (in Russ.)
12. Gabitova E. F. Blogery kak dopolnitel’nyj istochnik dokhoda dlja bjudzheta [Bloggers as an additional source of income for the budget]. Sovershenstvovanije nalogovogo administrirovanija [Improving Tax Administration]. Proceedings of V scientific and practical conference (Ufa, December 10, 2020). Ufa. Ufimskij gosudarstvennyj aviatsionnyj tekhnicheskij universitet [Ufa State Aviation Technical University]. 2020. P. 227–229. (in Russ.)
13. Kostin D. M. Neobkhodimost’ legalizatsii dejatel’nosti blogerov v Rossii [The need for legalization of the activities of bloggers in Russia]. Nauchnyj zhurnal [Scientific Journal]. 2023. No. 1(66). P. 12–18. (in Russ.)
14. Belyakova S. V., Kolotova A. S., Popova A. A. Blogerstvo kak professija 21 veka [Blogging as a profession of the XXI century]. Nauka i obrazovanie [Science and Education]. 2021. Vol. 4. No. 2. Article No. 576. (in Russ.)
15. Vinogradova K. E., Voronina O. V. Zhurnalisty-blogery v sisteme infljuens-marketinga [Journalists-bloggers in the system of influencer marketing]. Brending kak kommunikatsionnaja tehnologija XXI veka [Branding as a Communication Technology of the XXI Century]. Proceedings of IX international scientific and practical conference (Saint Petersburg, February 27, 2023). Saint Petersburg. SPbGEU [Saint Petersburg University of Economics]. 2023. P. 156–158. (in Russ.)
16. Fulton J. Media entrepreneurship: preparing students for work in a creative profession. Australian Journalism Review. 2019. Vol. 41. Iss. 1. P. 67–83. DOI: 10.1386/ajr.41.1.67_1
17. Avakimova E. A. Blogerstvo kak forma setevoj zhurnalistiki: teoreticheskij aspekt [Blogging as a form of online journalism: theoretical aspect]. Nauchnyj aspekt [Scientific Aspect]. 2024. Vol. 26. No. 2. P. 3220–3225. (in Russ.)
18. Kozhemjakin E. A., Popov A. A. Blogi kak sredstvo zhurnalistskoj kommunikatsii [Blogs as a means of journalistic communication]. Nauchnyje vedomosti Belgorodskogo gosudarstvennogo universiteta. Serija: Gumanitarnyje nauki [Belgorod State University Scientific Bulletin. Philology, Journalism, Pedagogy, Psychology]. 2012. No. 6(125). P. 148–155. (in Russ.)
19. Dolgorukova I. V. Faktory konstruirovanija blogginga v professional’noj strukture rossijskogo obshchestva [Factors of blogging design in the professional structure of Russian society]. Obshchestvo: sotsiologija, psihologija, pedagogika [Society: Sociology, Psychology, Pedagogics]. 2023. No. 4(108). P. 23–27. DOI: 10.24158/spp.2023.4.2 (in Russ.)
20. Mironova O. A. Problemy i zadachi tsifrovogo obrazovanija v Rossii v kontekste teorii pokolenij [Problems and tasks of digital education in Russia in context of theory of generations]. Vestnik Rostovskogo gosudarstvennogo ekonomicheskogo universiteta (RINH) [Vestnik of Rostov State University of Economics (RINH)]. 2019. No. 1(65). P. 51–63. (in Russ.)
Article
Received: 19.08.2024
Accepted: 16.06.2025
Citation Formats
Other cite formats:
APA
Kamarova, T. A., Tonkikh, N. V., & Begicheva, S. V. (2025). Blogging — a hobby or a profession? Students’ attitudes. Population, 28(2), 145-159. https://doi.org/10.24412/1561-7785-2025-2-145-159
Section
SOCIO-ECONOMIC ISSUES OF DIGITALIZATION
