Abstract

Stakes in Social Media are influence, connections, number of friends, visibility, new networks of friends. Building social representations Social Media allows players to ''master'' and ''control'' the operating environment. The actors from Social Media live and build in the open, being ''well-known'' by the public. We studied the cognitive elements, affective and normative social representations circulating in Social Media, using Edgar Schein schema. There is no prospect in structuring a professional culture because the blogosphere is divided into small antagonistic groups, and values shared by the participants in blogging are built and controlled by a small group of people. Bloggers impose public representations about blogging that match their occupational ideology.