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Blog

Discussion or informational site published on the internet


Discussion or informational site published on the internet

A blog (a truncation of "weblog") is an informational website consisting of discrete, often informal diary-style text entries also known as posts. Posts are typically displayed in reverse chronological order so that the most recent post appears first, at the top of the web page. In the 2000s, blogs were often the work of a single individual, occasionally of a small group, and often covered a single subject or topic. In the 2010s, multi-author blogs (MABs) emerged, featuring the writing of multiple authors, sometimes professionally edited. MABs from newspapers, other media outlets, universities, think tanks, advocacy groups, and similar institutions account for an increasing quantity of blog traffic. The rise of Twitter and other "microblogging" systems helps integrate MABs and single-author blogs into the news media. Blog can also be used as a verb, meaning to maintain or add content to a blog.

The emergence and growth of blogs in the late 1990s coincided with the advent of web publishing tools that facilitated the posting of content by non-technical users who did not have much experience with HTML or computer programming. Previously, knowledge of such technologies as HTML and File Transfer Protocol had been required to publish content on the Web, and early Web users therefore tended to be hackers and computer enthusiasts. As of the 2010s, the majority are interactive Web 2.0 websites, allowing visitors to leave online comments, and it is this interactivity that distinguishes them from other static websites. In that sense, blogging can be seen as a form of social networking service. Indeed, bloggers not only produce content to post on their blogs but also often build social relations with their readers and other bloggers. Blog owners or authors often moderate and filter online comments to remove hate speech or other offensive content. There are also high-readership blogs which do not allow comments.

Many blogs provide commentary on a particular subject or topic, ranging from philosophy, religion, and arts to science, politics, and sports. Others function as more personal online diaries or online brand advertising of a particular individual or company. A typical blog combines text, digital images, and links to other blogs, web pages, and other media related to its topic. Most blogs are primarily textual, although some focus on art (art blogs), photographs (photoblogs), videos (video blogs or vlogs), music (MP3 blogs), and audio (podcasts). In education, blogs can be used as instructional resources; these are referred to as edublogs. Microblogging is another type of blogging, featuring very short posts.

Blog and blogging are now loosely used for content creation and sharing on social media, especially when the content is long-form and one creates and shares content on a regular basis, so one could be maintaining a blog on Facebook or blogging on Instagram. A 2022 estimate suggested that there were over 600 million public blogs out of more than 1.9 billion websites.

History

Main article: History of blogging, online diary

The term "weblog" was coined by Jorn Barger on December 17, 1997. The short form "blog" was coined by Peter Merholz, who jokingly broke the word weblog into the phrase we blog in the sidebar of his blog Peterme.com in May 1999. Shortly thereafter, Evan Williams at Pyra Labs used "blog" as both a noun and verb and devised the term "blogger" in connection with Pyra Labs' Blogger product, leading to the popularization of the terms.

Origins

Before blogging became popular, digital communities took many forms, including Usenet, commercial online services such as GEnie, Byte Information Exchange (BIX) and the early CompuServe, e-mail lists, and bulletin board systems (BBS). In the 1990s, Internet forum software created running conversations with "threads". Threads are topical connections between messages on a virtual "corkboard".

Tim Berners-Lee created what is considered by Encyclopedia Britannica to be "the first 'blog in 1992 to discuss the progress made on creating the World Wide Web and software used for it.

From June 14, 1993, Mosaic Communications Corporation maintained their "What's New" list of new websites, updated daily and archived monthly. The page was accessible by a special "What's New" button in the Mosaic web browser.

In November 1993 Ranjit Bhatnagar started writing about interesting sites, pages and discussion groups he found on the internet, as well as some personal information, on his website Moonmilk, arranging them chronologically in a special section called Ranjit's HTTP Playground. Other early pioneers of blogging, such as Justin Hall, credit him with being an inspiration.

The earliest instance of a commercial blog was on the first business to consumer Web site created in 1995 by Ty, Inc., which featured a blog in a section called "Online Diary". The entries were maintained by featured Beanie Babies that were voted for monthly by Web site visitors.

The modern blog evolved from the online diary where people would keep a running account of the events in their personal lives. Most such writers called themselves diarists, journalists, or journalers. Justin Hall, who began personal blogging in 1994 while a student at Swarthmore College, is generally recognized as one of the earlier bloggers, as is Jerry Pournelle. Dave Winer's Scripting News is also credited with being one of the older and longer running weblogs.{{cite web |access-date=January 25, 2007 |url-status=dead |archive-url=https://web.archive.org/web/20090707204556/http://news.cnet.com/2008-1082-985714.html |archive-date= July 7, 2009 }} |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20130122150419/http://www.nytimes.com/2002/06/10/business/technology-a-rift-among-bloggers.html?pagewanted=2&src=pm |archive-date= January 22, 2013

Another early blog was Wearable Wireless Webcam, an online shared diary of a person's personal life combining text, digital video, and digital pictures transmitted live from a wearable computer and EyeTap device to a web site in 1994. This practice of semi-automated blogging with live video together with text was referred to as sousveillance, and such journals were also used as evidence in legal matters. Some early bloggers, such as The Misanthropic Bitch, who began in 1997, referred to their online presence as a zine, before the term blog entered common usage.

The first research paper about blogging was Torill Mortensen and Jill Walker Rettberg's paper "Blogging Thoughts", which analysed how blogs were being used to foster research communities and the exchange of ideas and scholarship, and how this new means of networking overturns traditional power structures.

Technology

Early blogs were simply manually updated components of common Websites. In 1995, the "Online Diary" on the Ty, Inc. Web site was produced and updated manually before any blogging programs were available. Posts were made to appear in reverse chronological order by manually updating text-based HTML code using FTP software in real time several times a day. To users, this offered the appearance of a live diary that contained multiple new entries per day. At the beginning of each new day, new diary entries were manually coded into a new HTML file, and at the start of each month, diary entries were archived into their own folder, which contained a separate HTML page for every day of the month. Then, menus that contained links to the most recent diary entry were updated manually throughout the site. This text-based method of organizing thousands of files served as a springboard to define future blogging styles that were captured by blogging software developed years later.

The evolution of electronic and software tools to facilitate the production and maintenance of Web articles posted in reverse chronological order made the publishing process feasible for a much larger and less technically inclined population. Ultimately, this resulted in the distinct class of online publishing that produces blogs we recognize today. For instance, the use of some sort of browser-based software is now a typical aspect of "blogging". Blogs can be hosted by dedicated blog hosting services, on regular web hosting services, or run using blog software.

Rise in popularity

After a slow start, blogging rapidly gained in popularity. Blog usage spread during 1999 and the years following, being further popularized by the near-simultaneous arrival of the first hosted blog tools:

  • Bruce Ableson launched Open Diary in October 1998, which soon grew to thousands of online diaries. Open Diary innovated the reader comment, becoming the first blog community where readers could add comments to other writers' blog entries.
  • Brad Fitzpatrick started LiveJournal in March 1999.
  • Andrew Smales created Pitas.com in July 1999 as an easier alternative to maintaining a "news page" on a Web site, followed by DiaryLand in September 1999, focusing more on a personal diary community.
  • Blogger (blogspot.com) was launched in 1999

Political impact

An early milestone in the rise in importance of blogs came in 2002, when many bloggers focused on comments by U.S. Senate Majority Leader Trent Lott. Senator Lott, at a party honoring U.S. Senator Strom Thurmond, praised Senator Thurmond by suggesting that the United States would have been better off had Thurmond been elected president. Lott's critics saw these comments as tacit approval of racial segregation, a policy advocated by Thurmond's 1948 presidential campaign. This view was reinforced by documents and recorded interviews dug up by bloggers. (See Josh Marshall's Talking Points Memo.) Though Lott's comments were made at a public event attended by the media, no major media organizations reported on his controversial comments until after blogs broke the story. Blogging helped to create a political crisis that forced Lott to step down as majority leader.

Similarly, blogs were among the driving forces behind the "Rathergate" scandal. Television journalist Dan Rather presented documents on the CBS show 60 Minutes that conflicted with accepted accounts of President Bush's military service record. Bloggers declared the documents to be forgeries and presented evidence and arguments in support of that view. Consequently, CBS apologized for what it said were inadequate reporting techniques (see: Little Green Footballs). The impact of these stories gave greater credibility to blogs as a medium of news dissemination.

In Russia, some political bloggers have started to challenge the dominance of official, overwhelmingly pro-government media. Bloggers such as Rustem Adagamov and Alexei Navalny have many followers, and the latter's nickname for the ruling United Russia party as the "party of crooks and thieves" has been adopted by anti-regime protesters. This led to The Wall Street Journal calling Navalny "the man Vladimir Putin fears most" in March 2012. (Navalny died in prison in 2024.)

Mainstream popularity

By 2004, the role of blogs became increasingly mainstream, as political consultants, news services, and candidates began using them as tools for outreach and opinion forming. Blogging was established by politicians and political candidates to express opinions on war and other issues and cemented blogs' role as a news source. (See Howard Dean and Wesley Clark.) Even politicians not actively campaigning, such as the UK's Labour Party's Member of Parliament (MP) Tom Watson, began to blog to bond with constituents. In January 2005, Fortune magazine listed eight bloggers whom business people "could not ignore": Peter Rojas, Xeni Jardin, Ben Trott, Mena Trott, Jonathan Schwartz, Jason Goldman, Robert Scoble, and Jason Calacanis.

Israel was among the first national governments to set up an official blog. Under David Saranga, the Israeli Ministry of Foreign Affairs became active in adopting Web 2.0 initiatives, including an official video blog and a political blog. The questions and answers were later posted on IsraelPolitik, the country's official political blog.

The impact of blogging on the mainstream media has also been acknowledged by governments. In 2009, the presence of the American journalism industry had declined to the point that several newspaper corporations were filing for bankruptcy, resulting in less direct competition between newspapers within the same circulation area. Discussion emerged as to whether the newspaper industry would benefit from a stimulus package by the federal government. U.S. President Barack Obama acknowledged the emerging influence of blogging upon society by saying, "if the direction of the news is all blogosphere, all opinions, with no serious fact-checking, no serious attempts to put stories in context, then what you will end up getting is people shouting at each other across the void, but not a lot of mutual understanding". Between 2009 and 2012, an Orwell Prize for blogging was awarded.

In the late 2000s, blogs were often used on business websites and for grassroots political activism.

Types

A screenshot from the BlogActive website

There are many different types of blogs, differing not only in the type of content, but also in the way that content is delivered or written.

;Personal blogs: The personal blog is an ongoing online diary or commentary written by an individual, rather than a corporation or organization. While the vast majority of personal blogs attract very few readers, other than the blogger's immediate family and friends, a small number of personal blogs have become popular, to the point that they have attracted lucrative advertising sponsorship. A few personal bloggers have gained significant recognition beyond their immediate circles.

;Collaborative blogs or group blogs: A type of weblog in which posts are written and published by more than one author. The majority of high-profile collaborative blogs are organised according to a single uniting theme, such as politics, technology or advocacy. In recent years, the blogosphere has seen the emergence and growing popularity of more collaborative efforts, often set up by already established bloggers wishing to pool time and resources, both to reduce the pressure of maintaining a popular website and to attract a larger readership.

;Microblogging: Microblogging is the practice of posting small pieces of digital content—which could be text, pictures, links, short videos, or other media—on the internet. Microblogging offers a portable communication mode that feels organic and spontaneous to many users. It has captured the public imagination, in part because the short posts are easy to read on the go or when waiting. Friends use it to keep in touch, business associates use it to coordinate meetings or share useful resources, and celebrities and politicians (or their publicists) microblog about concert dates, lectures, book releases, or tour schedules. A wide and growing range of add-on tools enables sophisticated updates and interaction with other applications. The resulting profusion of functionality is helping to define new possibilities for this type of communication. Examples of these include Twitter, Facebook, Tumblr and, by far the largest, Weibo.

;Corporate and organizational blogs: A blog can be private, as in most cases, or it can be for business or not-for-profit organization or government purposes. Blogs used internally and only available to employees via an Intranet are called corporate blogs. Companies use internal corporate blogs to enhance the communication, culture and employee engagement in a corporation. Internal corporate blogs can be used to communicate news about company policies or procedures, build employee esprit de corps and improve morale. Companies and other organizations also use external, publicly accessible blogs for marketing, branding, or public relations purposes. Some organizations have a blog authored by their executive; in practice, many of these executive blog posts are penned by a ghostwriter who makes posts in the style of the credited author. Similar blogs for clubs and societies are called club blogs, group blogs, or by similar names; typical use is to inform members and other interested parties of club and member activities.

;Aggregated blogs: Individuals or organization may aggregate selected feeds on a specific topic, product or service and provide a combined view for its readers. This allows readers to concentrate on reading instead of searching for quality on-topic content and managing subscriptions. Many such aggregations called planets from name of Planet (software) that perform such aggregation, hosting sites usually have planet. subdomain in domain name (like http://planet.gnome.org/).

;By genre: Some blogs focus on a particular subject, such as political blogs, journalism blogs, health blogs, travel blogs (also known as travelogs), gardening blogs, house blogs, Book Blogs, fashion blogs, beauty blogs, lifestyle blogs, party blogs, wedding blogs, photography blogs, project blogs, psychology blogs, sociology blogs, education blogs, niche blogs, classical music blogs, quizzing blogs, legal blogs (often referred to as a blawgs), or dreamlogs. How-to/Tutorial blogs are becoming increasing popular. Two common types of genre blogs are art blogs and music blogs. A blog featuring discussions, especially about home and family is not uncommonly called a mom blog. While not a legitimate type of blog, one used for the sole purpose of spamming is known as a splog.

;By media type: A blog comprising videos is called a vlog, one comprising links is called a linklog, a site containing a portfolio of sketches is called a sketchblog or one comprising photos is called a photoblog. Blogs with shorter posts and mixed media types are called tumblelogs. Blogs that are written on typewriters and then scanned are called typecast or typecast blogs. A rare type of blog hosted on the Gopher Protocol is known as a phlog.

;By device: A blog can also be defined by which type of device is used to compose it. A blog written by a mobile device like a mobile phone or PDA could be called a moblog. One early blog was Wearable Wireless Webcam, an online shared diary of a person's personal life combining text, video, and pictures transmitted live from a wearable computer and EyeTap device to a web site. This practice of semi-automated blogging with live video together with text was referred to as sousveillance. Such journals have been used as evidence in legal matters.

;Reverse blog: A reverse blog is composed by its users rather than a single blogger. This system has the characteristics of a blog and the writing of several authors. These can be written by several contributing authors on a topic or opened up for anyone to write. There is typically some limit to the number of entries to keep it from operating like a web forum.

Community and cataloging

Early popularity

  • Before 2006: The blogdex project was launched by researchers in the MIT Media Lab to crawl the Web and gather data from thousands of blogs to investigate their social properties. Information was gathered by the tool for over four years, during which it autonomously tracked the most contagious information spreading in the blog community, ranking it by recency and popularity. It can, therefore, be considered the first instantiation of a memetracker. The project was replaced by tailrank.com, which in turn has been replaced by spinn3r.com.
  • 2006: Blogs are given rankings by Alexa Internet (web hits of Alexa Toolbar users), and formerly by blog search engine Technorati based on the number of incoming links (Technorati stopped doing this in 2014). In August 2006, Technorati found that the most linked-to blog on the internet was that of Chinese actress Xu Jinglei. Chinese media Xinhua reported that this blog received more than 50 million page views, claiming it to be the most popular blog in the world at the time. Technorati rated Boing Boing to be the most-read group-written blog. Gartner forecast that blogging would peak in 2007, leveling off when the number of writers who maintain a personal Web site reaches 100 million. Gartner analysts expected that the novelty value of the medium will wear off as most people who are interested in the phenomenon have checked it out, and new bloggers will offset the number of writers who would later abandon their creation out of boredom. The firm estimated that there are more than 200 million former bloggers who have ceased posting to their online diaries, creating an exponential rise in the amount of "dotsam" and "netsam" — that is to say, unwanted objects on the Web (analogous to flotsam and jetsam). --
  • 2008: , blogging had "become such a mania that a new blog was created every second of every minute of every hour of every day." Researchers have actively analyzed the dynamics of how blogs become popular. There are essentially two measures of this: popularity through citations, as well as popularity through affiliation (i.e., blogroll). The basic conclusion from studies of the structure of blogs is that while it takes time for a blog to become popular through blogrolls, permalinks can boost popularity more quickly and are perhaps more indicative of popularity and authority than blogrolls since they denote that people are reading the blog's content and deem it valuable or noteworthy in specific cases.

Software

Blogs are a form of websites and can therefore be created via the same software as can be used for creating websites. Many people use managed platforms such as Medium (website) or Substack. These platforms have built-in support for many features such as previewing posts, paywalls, and newsletters. Other people self-host their website via open source software such as WordPress or static site generators such as Hugo (software) or Jekyll (software).

Blurring with the mass media

Many bloggers, particularly those engaged in participatory journalism, are amateur journalists, and thus they differentiate themselves from the professional reporters and editors who work in mainstream media organizations. Other bloggers are media professionals who are publishing online, rather than via a TV station or newspaper, either as an add-on to a traditional media presence (e.g., hosting a radio show or writing a column in a paper newspaper), or as their sole journalistic output. Some institutions and organizations see blogging as a means of "getting around the filter" of media "gatekeepers" and pushing their messages directly to the public. Many mainstream journalists, meanwhile, write their own blogs—well over 300, according to CyberJournalist.net's J-blog list. The first known use of a blog on a news site was in August 1998, when Jonathan Dube of The Charlotte Observer published one chronicling Hurricane Bonnie.

Some bloggers have moved over to other media. The following bloggers (and others) have appeared on radio and television: Duncan Black (known widely by his pseudonym, Atrios), Glenn Reynolds (Instapundit), Markos Moulitsas Zúniga (Daily Kos), Alex Steffen (Worldchanging), Ana Marie Cox (Wonkette), Nate Silver (FiveThirtyEight.com), and Ezra Klein (Ezra Klein blog in The American Prospect, now in The Washington Post). In counterpoint, Hugh Hewitt exemplifies a mass media personality who has moved in the other direction, adding to his reach in "old media" by being an influential blogger. Similarly, it was Emergency Preparedness and Safety Tips On Air and Online blog articles that captured Surgeon General of the United States Richard Carmona's attention and earned his kudos for the associated broadcasts by talk show host Lisa Tolliver and Westchester Emergency Volunteer Reserves-Medical Reserve Corps Director Marianne Partridge.

Blogs have also had an influence on minority languages, bringing together scattered speakers and learners; this is particularly so with blogs in Gaelic languages. Minority language publishing (which may lack economic feasibility) can find its audience through inexpensive blogging. There are examples of bloggers who have published books based on their blogs, e.g., Salam Pax, Ellen Simonetti, Jessica Cutler, and ScrappleFace. Blog-based books have been given the name blook. A prize for the best blog-based book was initiated in 2005, the Lulu Blooker Prize. However, success has been elusive offline, with many of these books not selling as well as their blogs. The book based on Julie Powell's blog "The Julie/Julia Project" was made into the film Julie & Julia, apparently the first to do so.

Consumer-generated advertising

Consumer-generated advertising is a relatively new and controversial development, and it has created a new model of marketing communication from businesses to consumers. Among the various forms of advertising on blog, the most controversial are the sponsored posts. These are blog entries or posts and may be in the form of feedback, reviews, opinion, videos, etc. and usually contain a link back to the desired site using a keyword or several keywords. Blogs have led to some disintermediation and a breakdown of the traditional advertising model, where companies can skip over the advertising agencies (previously the only interface with the customer) and contact the customers directly via social media websites. On the other hand, new companies specialised in blog advertising have been established to take advantage of this new development as well. However, there are many people who look negatively on this new development. Some believe that any form of commercial activity on blogs will destroy the blogosphere's credibility.

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