Modern media are constantly changing and consist of a widerange of forms, genres, types. Successful verbal formulas, compositionalfindings are quickly adopted, become stereotyped, then forgotten andreinvented at a new level. The media convergence processes have acceleratedthe mutual exchange of innovations between printed and audiovisual media.In the information space, everyone is competing with everyone: traditionalmedia holdings and private accounts in social networks, on-air TV, radio, andYouTube videos and podcasters.Media replicate innovations, which in a broad historical perspective are thereincarnation of traditional art forms. The analysis of modern trends in massculture reveals various elements in the new media that were characteristic ofthe literary process of the past. It can be genre features, and artistic techniques.The authors of vlogs rely on well-known formats for presenting information.At the same time, they rely on some cultural codes that have been known forcenturies. Numerous video blogs provide valuable material for the analysis ofmany media processes.The notion of mediatization must be taken into account in order tounderstand the vlog and the creative features of its creation. In this case, weshould talk about the mediatization of a person’s spiritual experience. Thisprocess is aimed at the personality-level transformation of both the authorof the video blog and its audience. The concept of “culture of complicity” ofH. Jenkins allows us to consider the vlog as an active co-authoring by numerouscommunication participants in the creation of content.The literary tradition of personal correspondence, memoirs, and a personaldiaries has created a cultural code, the basis for constructing works of videobloggers. Creating their media pronouncements, they demonstrate, sincerity,closeness to the audience, and repeatability rethought at a new technologicalstage. The genres of personal diary desacralized in the modern media spaceattract the audience by violating previous cultural prohibitions. Memoirnarrative offers a reliable look at events already known to the viewer. The cyclictradition of the diary holds the audience, brings the viewer back to watchingnew videos and shapes the rhythm of new media in the long term. The elementsof confession make an audiovisual work as convincing as possible. All theselaws of genre forms are actively exploited by the creators of political content,which in some cases is a manipulative form of mass communication.