Abstrakt
The text is dedicated to the reflection on the public and private sectors in the context of public communication and to their relationship to subjectivity. We apply the term "carnivalisation" by M.
Bachtin in Internet area. Theoretical knowledge about linguistic subjectivity is derived from the works of Émile Benveniste and Catherine Kerbrat-Orecchioni.
The category of language and communication subjectivity lies in the centre of our interest. Based on the qualitative analysis we first state the existence of a self-exhibition subjectivity associated with communication narcissism, which includes not only the private, but (paradoxically) also the public sphere, as well as a promotional subjectivity as an implicit strategy in advertising that is associated with interest blogs, and finally the ultimately "objectifying" subjectivity, in which the discursive speaker withdraws into the background and which is often used to popularise various public topics for a wide audience.