THE BEAUTY BLOG LEXICAL CHARACTERISTICS IN JAPANESE INTERNET DISCOURSE

The paper is about the lexical characteristics of the Japanese beauty blogs in Internet discourse based on the analysis of 20 vlogs from YouTube. The beauty blogs are aimed at increasing the number of subscribers among young people, so they are characterized by the abbreviations in greetings/goodbyes with the name of the beauty-blogger, a significant amount of borrowed vocabulary and colloquial vocabulary. There are also general characteristics of Japanese oral speech: cliché phrases, onomatopoeia, idioms, dialectics; the use of personal pro- nouns 僕 (boku) "I" by men and私 (watashi) "I" by women; particles of oral speech and particles used in dialog- ic speech