[THE BLOGOSPHERE AS SPACE OF PHYSICIAN-PATIENT COMMUNICATION]

The article analyses the medical blogosphere as a special digital space where new models of communication between physician and patient are formed. The relevance of research is conditioned by increasing role of digital media in health care, spreading of practices of independent search of medical information by patients and intensification of influence of social platforms on confidence and reputation of physician and decision-making regarding health. It is demonstrated that medical blogosphere performs simultaneously informational, educational, navigational and reputational functions. At the same time, the given space is associated with significant risks: dissemination of unreliable information, blurring of professional boundaries, threats to confidentiality and decreasing of quality of medical communication under absence of professional moderation. The thesis is substantiated that blogosphere does not replace clinical interaction, but becomes an important communicative contour that precedes, accompanies and continues full-time reception. The conclusion is made about necessity of institutionalization of professional presence of physicians in digital sphere, development of digital and media literacy in patients and elaboration of ethical standards of medical blogging.