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Understanding New Media

Extending Marshall McLuhan – Second Edition


Robert K. Logan

Marshall McLuhan made many predictions in his seminal 1964 publication, Understanding Media: Extensions of Man. Among them were his predictions that the Internet would become a «global village,» making us more interconnected than television; the closing of the gap between consumers and producers; the elimination of space and time as barriers to communication; and the melting of national borders. He is also famously remembered for coining the expression «the medium is the message.» These predictions form the genesis of this updated volume by Robert K. Logan, a friend and colleague who worked with McLuhan. In this second edition of Understanding New Media Logan expertly updates McLuhan’s Understanding Media to analyze the «new media» McLuhan foreshadowed and yet was never able to analyze or experience. The book is designed to reach a new generation of readers as well as appealing to scholars and students who are familiar with Understanding Media.
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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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