Streszczenie
Article reconstructs the creative process of blogging on the basis of 12 interviews with dispositions, which are interpreted in the context of relational theory of culture and Goffman’s frame analysis. We discuss bloggers’ creative techniques, concentrating on following topics: anchoring of blogging activities, motivations and skills of bloggers, the role of the audience, the process of blogging. Due to the professionalization of blogging bloggers have become contemporary writers, playing an important role on the communication scene.