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Methods, data and approach 15 proliferation of audio and video content), it is likely that the term will become even more generic – a one-size-fits-all label for “personal serial publishing”. A 2008 report by the blog search engine company Technorati echoes this development: But as the Blogosphere grows in size and influence, the lines between what is a blog and what is a mainstream media site become less clear. Larger blogs are taking on more characteristics of mainstream sites and mainstream sites are incorporating styles and formats from the Blogosphere. White and Winn (2009) This is also reflected by other, generally technical definitions common in CMC research, such as that favored by Susan Herring (“frequently modified webpages containing individual entries displayed in reverse chronological sequence” (Herring et al., 2004a, no pagination)), though her description crucially omits the serial nature of blogs. Seriality, global audience scope and availability to private individuals with no institutional backing are the features that characterize blogs independently of other criteria. While the simple working definition of a corporate blog as a (primarily textual) blog used in an institutional context to further organizational goals is sufficient at this point, I will return to the question of how users conceptualize blogs at a later point (see chapter 2). The object of my research has been English-language corporate blogs, the majority of them maintained by major U.S. companies (described in the following section), and their linguistic form and pragmatic function as an emerging discourse genre. 1.3 Methods, data and approach As this thesis examines the form and function of a new kind of institutionalpublic communication on the Internet, it was only plausible to base it on naturally occurring evidence. Consequently, I assembled a linguistic corpus to meet that need. The Corporate Blogging Corpus (CBC/Corporati) is a collection of blog entries that was assembled between September 2006 and September 2007, with individual sources added at later points in time. 7 The corpus was compiled by use of a web-based application (Corporati) written in PHP and using a MySQL relational database. Corporati made use of the semantic structuring of blog data, specifically of Web feeds based on the RSS and Atom protocols to automatically harvest entries from a fixed list of 137 company blogs that was in turn manually compiled, tagged and analyzed (see appendix A.1). Table 1.1 shows the core statistics that were calculated for CBC/Corporati based on the data that was retrieved from the selection of corporate blogs. CBC/Corporati consisted of a tool for collecting, aggregating and tagging the language data and of facilities for the visualization and exporting of statistics derived from it. Although such a corpus is a promising basis for a microlinguistic, purely descriptive study of a text type, I came to realize that such a study was too specific before any theoretical model of blogs, corporate blogs and their respective communicative functions had been established. 7 The corpus is in the public domain and available for download and re-use at http://ynada.com/cbc-corporati.
16 Introduction Unit Value Blogs 137 Posts 25,476 Words 5,356,486 First Post to Last Post (FPLP) 2 April 2006 to 15 Dec 2007 Types / Tokens (Ratio) 3,077,439 / 5,356,486 (0.57) Sentences (SC) 283,031 Average Word Length (AWL) 4.7 Average Sentence Length (ASL) 18.9 Average Words per Post (APpP) 210.3 Table 1.1: CBC/Corporati statistics Three problems in particular presented themselves, all of which had to be addressed by adjusting the methodology: 1. A quantitative stylistic analysis is largely restricted to the lexical level, but blog posts form larger continued units of discourse that need to be examined in their entirety (but see section 3.9 for such an account). 2. A quantitative stylistic approach is descriptive but not explanatory, i.e. it does not engender a satisfactory explanation for the communicative practice associated with the text form, only its superficial attributes. 3. A quantitative stylistic approach can be contrastive, but in this study a comparison of several text types was not the objective. The focus was therefore shifted to the description, classification and (primarily) qualitative analysis of blogs in general and of corporate blogs more specifically. Following the impression that there is no shortage of data or case studies on blogging, but instead a marked lack of communicative models able to capture blogging as a social practice with specific pragmatic parameters, I decided to instead focus on developing such a model. The result is a description based on examples from CBC/Corporati as well as other sources, particularly studies of blogging practices that combined content analysis (Herring et al., 2005; Herring and Paolillo, 2006), ethnography (Gumbrecht, 2004; Nardi et al., 2004b) and large-scale surveys of bloggers (Lenhart and Fox, 2006; White and Winn, 2009), as well as market research studies of corporate blogging. 8 I have sought to develop a model of blog communication and corporate blogging practices that centers on the practitioners themselves, drawing on the theoretical groundwork provided by Bühler (1982) and Jakobson (1960) in human communication; Goffman (1955) in social psychology; Austin (1962), Searle (1970), Grice (1989), Brown and Levinson (1987) and Sperber and Wilson (1986) in linguistic pragmatics; Herring (Herring et al., 2004b, 2005; Herring and Paolillo, 2006; Herring, 2007) specifically regarding pragmatic aspects of computer-mediated communication (CMC) and its classification; Schmidt (2007) and Döring (2002) regarding sociological and psychological aspects of 8 See Puschmann (2006) for an overview of such studies.
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Page 7 and 8: 6 Contents 2.7 Chronology in data a
Page 10 and 11: List of Figures 1.1 The GM Fastlane
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116 Corporate blogging case studies
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124 Discussion material. The topic
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126 Discussion
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128 CBC/Corporati corpus statistics
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130 CBC/Corporati corpus statistics
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132 Bibliography Francesca Bargiela
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134 Bibliography Alexandra Georgako
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136 Bibliography Philipp Lenssen. M
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138 Bibliography Jonathan Schler, M
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Digital technology is increasingly
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