The present master’s thesis studies Slovenian book blogs. Firstly, we describe the basic concepts, which were the foundation for further research work. In this part we present the meaning of a blog and book blogs: their main characteristics, socio-hierarchical position of bloggers and their status between amateurism and professionalism, the role of book blogs in developing literary taste, comparison with literary criticism and the position of book blogs in relation to social media. Next, two other concepts are presented, namely the concept of influencer marketing and the meaning of private in public sphere. The second part of the thesis focuses on the qualitative analysis of book blogs. Five visible book blogs from Slovenia are presented, namely Booknjiga, Gospodična knjiga, Konteksti, Literarna lekarna and Vonj po knijgah. Through comparative analysis of the blogs we focus on their common features and the specifics. The third part of the thesis presents the comparison of book blogs and literary criticism. We describe main characteristics of literary criticism and its position in daily newspapers. On the basis of literary criticism of recent and older winners of the Kresnik award in leading Slovenian newspapers, and with the comparison of literary critical writing with publications on book blogs, we tried to establish what their common elements are and where they differ, and whether literary criticism also underwent privatization and emotionalization (of public) writing.
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