Web diaries as the chanel of communication

One of the most recent ways of human communication are web diaries or blogs. Blogs provide a possibility to disseminate one’s mind to the world without mediators, to find the access to the target audiences, to attract them, to create the image and opinion. Blogs bear no mediators; the disseminators and recipients of the information build up a direct contact. The web diaries are quite recent phenomenon in the public communications; therefore, neither fundamental researches have been carried out nor has theoretical foundation been laid down yet. This master paper structures so far available research materials and approaches on blog domains and presents personal observations on the subject matter. The introduced communicational models of blog domains and the proposed new typology of 3-dimentional web diaries disclose how sophisticated the phenomenon is. The paper analyzes the potentials of blogs in business communication and identifies their advantages and disadvantages as the channel of communication. Moreover, the paper looks into the significance of blogs in the virtual communities; the research on the subject matter elaborates on the topics of the records of “free” web diaries and suggests the model of typologization. In addition, the paper reviews the development trends of the blog domain phenomenon in Lithuania. The paper is based on the relevant empirical and theoretical literature, web sources, blog systems as well as the website data. The following methods were used: systemic analysis, methods of deduction and induction, and the method of qualitative content analysis while doing the research on the web diaries of virtual community. This master paper can be useful for communication researchers, teachers of social sciences, students, communications and public relations specialists as well as practicians and entrepreneurs