Extending Marshall McLuhan – Second Edition
Chapter 44. Blogs
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“As for the ‘fad’ called blogging, the MSM (mainstream media) certainly desires it to be a fad, but the recent successes of bloggers in the political realm suggests otherwise.”
—Alex Kuskis (private communication)
Content and extension: The content and extension of a blog is very much the same as other types of Web sites except that the content tends to be of a personal nature that extends the opinions of the blogger.
LOM: The blog enhances the expression of personal opinions and the sharing of personal experiences, obsolesces the diary, retrieves subjectivity, and reverses into polemics.
44.1 What Is a Blog?
A weblog, Web log, or simply a blog, is a web application that contains periodic posts on a common webpage. These posts are often, but not necessarily, in reverse chronological order. Such a website would typically be accessible to ← 353 | 354 → any Internet user. The term “blog” came into common use as a way of avoiding confusion with the term server log (“Blog,” n.d.).
A blog is a personal online journal of the blogger with the additional feature that it is interactive, as readers can post comments. For some, who note that the average number of readers of any given blog is seven, a blog is just a way of having a conversation. To others, blogs are going to replace mainstream media. The truth, no doubt, lies...
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