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Users and uses of private blogs 41 cited by 54% of all bloggers interviewed as playing a role in their blogs, with other areas lagging significantly behind (see figure 2.11). While the majority of participants named a number of topics covered (five being the average) the dominance of “personal” over other categories is notable. Figure 2.11: Technorati’s most blogged-about topics Based on these findings, it is possible to postulate a basic dichotomy between private blogs concerned with “life and experiences” of the blogger, and those concerned with any other topic. While blogs concerned with entertainment, business or religion are sure to differer in many regards, they all center on something external to the blogger: a topic, issue or news item he may report, discuss, criticize or praise, but that is not identical with his life, experience and reflections. I will use this dichotomy extensively in this chapter and refer to these two approaches to blog-writing as ego blogging and topic blogging (see sections 2.13 and 2.14 for a detailed description and examples that support this categorization). Facet Ego blogging Topic blogging Text/Content Focus on the internal world, i.e. the blogger’s: Conceptualized audience 1. thoughts 2. emotions 3. experiences 4. daily life Familiar and specific (self, family, friends) Audience scope Narrow Wide Focus on the external world, e.g.: 1. politics 2. entertainment 3. business 4. religion 5. work Unfamiliar and generic (liberals, republicans, lawyers, movie buffs, students)
42 Formal, technical and pragmatic aspects of blogging Functions Internal, e.g.: 1. Record and reflect one’s life 2. Stabilize self 3. Control and record own thought process 4. Maintain and reinforce existing relationships 5. Establish structure, causality, order and safety External, e.g.: 1. Inform others 2. Indicate a stance to others 3. Influence others 4. Gain recognition 5. Acquire expert status Anonymity May be anonymous or Generally attributable Perspective pseudonymous Internal External Metaphor Diary Megaphone Approach Recording Broadcasting Mode Narration/stream of consciousness Exposition/argumentation Encoding/decoding Easy to encode, hard to Hard to encode, easy to decode decode Hyperlinks, quotes, Few or no hyperlinks, Some or frequent hyper- comments and tag- quotes, comments and use links, quotes, comments ging of tagging and use of tagging Table 2.3: A model of two approaches to blogging: ego blogging vs. topic blogging In addition to other differences, the two modes contrast significantly in their audience design and scope. Lenhart and Fox (2006) reported that 52% of the bloggers they interviewed stated that they wrote mostly for themselves, while 32% said they wrote mostly for others (Lenhart and Fox, 2006, p. iii). Figure 2.12 shows major, minor and non-reasons to blog, and here too the tendency towards an “ego component” of blogging is significant. Following this picture, the first axiom, blog focus (ego blogging vs. topic blogging), can be paired with a second, audience scope (narrow vs. wide audience). Ego blogging correlates with a narrow scope (self, family, friends), while topic blogging correlates with a wide scope (all people interested in a certain issue or topic). Even with unusual or obscure themes, the unfamiliar Internet audience is n-sized, i.e. potentially infinite, while the concrete and familiar audience of family and friends is finite. As before, the Technorati study (White and Winn, 2009) comes to similar conclusions, naming self-expression as the dominant reason to blog. In conjunction with this, the most important measure of success for most bloggers is “personal satisfaction” (75%), ranked before frequency of comments or website hits (58% and 53%). The findings of the Pew report seem to suggest that younger users are more
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Page 20 and 21: Preliminary theoretical considerati
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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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