User-Generated Content: Genre and Stylistic Features of Non-Professional Media Texts (On the Example Ofblogs of the Snob Project)

The article considers the text materials of the Snob media project created by users in the ‘Blogs’ section. The publication of user-generated content on professional media platforms testifies to the demand for this type of texts.UGC in this section is produced by non-professional authors from all over the world. Through content analysis of the texts for January-February 2025, it was possible to identify stylistic and genre features of this type of content: a strong authorial origin, a mix of styles, biplanarity, and the use of AI to create the visual component of the texts. The results of the analysis also highlighted the main topics of concern for both authors and readers of the ‘Blogs’ section. Understanding the peculiarities (genre, stylistic, thematic) of user-generated content on such media platforms allows companies to create better quality materials, and to promote their products or services through texts in a natural, non-aggressive way.