Sociointegrative Potential of the Geobranding in Videoblogosphere

An objective of a videoblogging study as a communicative technology of geo-branding in social-philosophical aspect is determined by the necessity to consolidate Russian society by means of the formation of collective identity, system of values and ideals of Russian citizens. Constituting of territorial identity as a kind of social identity, developing of a dialogue between local community,
businesses and authorities and their mobilization to solve common development challenges are Important social functions of geo-branding. Subject-to-subject PR-communication has a great consolidative potential in the process of geo-branding. Functional features of modern mass media and trends that have emerged in media-consumption and media-behavior of Russian audience lately have made videoblogging one of the most effective PR-technology in the system of geo-branding. Transmission of value-orienting mythological, historical messages, showing social and cultural life of the territory, providing interactive communication with target audience, implementing of social, cultural and crowdsourcing projects, creating of discursive platforms in the process of geobranding represent social-integrative functions of videoblogging.