The paper describes the results of a theoretical and methodological revision of the key approaches of socio-humanitarian science to the study of video blogs and their social role. The relevance of such an analytical idea is given by the growing contradiction between the progressive interest of socio-humanitarian science towards examining the social role of video blogs and the lack of established theoretical and methodological tools that could be used as a basis for research in this field. Basing on the theoretical and methodological analysis of current foreign and Russian papers, the authors identify four key research approaches that are most clearly manifested in the framework of modern social and humanitarian studies of videoblogs: communicative, interpretive, socio-psycholog-ical, and sociological. In the final part of the paper, the authors analyze the possibilities and limitations of these approaches and assess the prospects for their use in the framework of specific studies. Various academic disciplines are concerned with video blogs, but each of them has their own interest and does not always take into account the findings of other analytical vectors, which requires the development of a generalized concept of sociohumanitarian research on video blogs.