Между изповедта и рекламата: конвертиране на искреността в търговски успех под формата на психологически услуги
Between Confession and Advertising: Converting Sincerity into Commercial Success Using the Example of Psychological Services

Summary/Abstract: The article provides a comprehensive analysis of the phenomenon of “new sincerity” as a key speech strategy that also serves as a marketing tool, in particular, in the promotion of psychological services by youth bloggers. It is argued that the blogger's hypertrophied frankness ensures the conversion of personal narrative into commercial success. The study material was a corpus of texts with a total volume of 100,000 characters, extracted from the Telegram channels and YouTube blogs of five popular Russian influencers aged 23 to 28. An interdisciplinary approach based on axiological linguistics with the help of discourse analysis, content analysis, participant observation and modeling was applied. The work systematizes the communicative tactics that are expressed in blogger posts advertising psychological services: coming out (public admission of weaknesses); dramatization; construction of expertise; imposition of group identity; demonstration of a successful personal example; creating shared emotional engagement. It has been proven that advertising posts about psychological support are based on a rigorous axiological foundation. Bloggers purposefully cultivate a value system in their subscribers, including psychological health, acceptance of imperfection, self-respect, the right to make mistakes, the power of professional help, and more. Detailed models of representing each value through specific combinations of tactics and techniques have been developed. It has been proven that the confessional tone ceases to be an act of intimate communication, transforming into an effective sales technique. This new sincerity is successfully monetized, transforming deeply personal experience into a tool for promoting services. At the same time, significant risks of this phenomenon have been identified: the commercialization of personal tragedies, the distortion of mental health norms, and the development of a dependence on highly expressive, emotive content among young people. The findings suggest that the modern blogosphere is a poorly controlled institution of socialization, shaping new standards of publicity and consumer behavior.

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