В магистерской диссертации рассматриваются способы продвижения книг на книжном рынке, раскрываются понятия блога и блогосферы, описываются преимущества продвижения через блоги, определяется место книжного блога в блогосфере, анализируются способы представления книг в книжных блогах на разных площадках. / The master's thesis discusses ways to promote books in the book market, reveals the concepts of a blog and the blogosphere, describes the benefits of promotion through blogs, determines the place of a book blog in the blogosphere, analyzes the ways of presenting books in book blogs at different sites.

Book reviewing has a fraught history in the United States. Reviewers have long been accused of not being analytical enough. It should be no wonder then with the emergence of social media that online book reviewing has become increasingly popular. Online reviewers, especially book bloggers, are no literary gatekeepers in their own right, shaping the tastes of readers across the world. Book blogs in particular pay special attention to titles which have long been derided by institutions such as libraries, academia, publishers, and bookstores. These literary gatekeepers typically ignore romance, fantasy, mystery, science fiction, young adult fiction, comic books, and certain kinds of children’s literature, calling it lowbrow. Book bloggers, though, demonstrate that such genre fiction is much more than escapist, mixing enjoyment with the literary. In addition, book blogs create space for women who have been systematically excluded from reviewing. The primary way that they do this is by subverting the male gendered language and structure of reviews.