Blogging is a famous new media tool which consider fully adopted by the society worldwide. Technorati as a blog-tracking service was claiming to be monitoring 56.9 million blogs moreover, there are two blogs created per second. (Naughton n.d, p.7) Readers of blogs are not only randomly read about the dairy or daily life of others now, they are also looking for interesting news to browse around. Research found there are seven of the fifteen participants who taking part in the survey referred to blog as a newspaper or magazine. (Baumer, Sueyoshi & Tomlinson 2008)
Source: West Malaysia
On the other hand, newspapers publishers are also start to use blog to do news posting ad updates time to time. Going into digital further increases this complexity, especially in the case of integrated newsroom, it is easier for journalist to producing stories all day and night, creating animations and visualization, shooting videos. Thus, many newspapers also run blogs, where blog can battle complexity. (Legrand 2010)
The readers did have expectation when they browsing through the blogs. Blog readers often approach different blogs differently and contribute differently in different contexts; and each participant share comment, lurk, depending on the blog itself. (Baumer, Sueyoshi & Tomlinson 2008)
Moreover, blogs are different type of community-centered journalism that can appeal to people who do not read newspapers and better engage readers in the news. (Spillman, Demo & Daily 2007, p.13) By using blog, there are a lot of benefits to readers. For the old media printing style of newspaper could not shows the readers a link or more background information regarding particular news, however there are different by using a blog. Sometimes, readers are expected the journalist could be able to give some brief pass background of link to others similar article for the news. By providing a link, readers can click on it an familiar with the news, often the “value- add” for blog posts is not in repeating the information of the article, nor reporting new information, but sharing the blogger’s opinion or analysis whereby blogger using the news article as starting-point for further discussion. (Wagner, Liu & Birnbaum 2009, p.1)
Furthermore, readers are expecting to give comments to the news sometimes. Reader’s expectations in commenting can be traced to the reader’s perception of the blogger or blog and motivation for reading. (Baumer, Sueyoshi & Tomlinson 2008) Thus, newspapers journalist and publish in blog will be able to match the reader’s expectations.
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Reference
Naughton, J n.d, Blogging and the emerging media ecosystem, viewed 6th November 2010,
Baumer, E, Sueyoshi, M & Tomlinson, B 2008, Exploring the Role of the Reader in the Activity of Blogging, viewed 6th November 2010,
Legrand, R 2010, Newsrooms Should Use Blogs to Battle Bloat, Complexity, Mediashift, viewed 6th November 2010,
<http://www.pbs.org/mediashift/2010/04/newsrooms-should-use-blogs-to-battle-bloat-complexity112.html>
Spillman, M, Demo, L & Daily, L 2007, The Weblog Forest: The effectiveness of staff-produced blogs in engaging newspaper audiences in a conversation, AEJMC Newspaper Division, viewed 6th November 2010,
Wagner, EJ, Lin, JH & Bimbaum, L 2009, Rich Interface for Browsing News in Blog Posts, viewed 6th November 2010,
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