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Blogs as Corporate Tools
Abstract
According to The Weblog Handbook (Blood, 2003), Weblogs, or blogs as they are usually called, are online and interactive diaries, very similar to both link lists and online magazines. Up to now, the psychosocial literature on new technologies has studied primarly personal blogs, without giving too much interest to corporate blogs. This article aims to fill such a gap, examining blogs as corporate tools. Blogs are online diaries, where the blogger expresses himself herself, in an autoreferential format (Blood, 2003; Cortini, 2005), as the blogger would consider that only he or she deserves such attention. The writing is updated more than once a day, as the blogger needs to be constantly online and in constant contact with her audience. Besides diaries, there are also notebooks, which are generally more reflexive in nature. There are long comments on what is reported, and there is equilibrium in the discourse between the self and the rest of the world out there, in the shape of external links, as was seen in the first American blogs, which featured an intense debate over the Iraq war (Jensen, 2003). Finally, there are filters, which focus on external links. A blogger of a filter talks about himself or herself by talking about someone and something else and expresses himself or herself in an indirect way (Blood, 2003). In addition, filters, which are less esthetic and more frequently updated than diary blogs or Web sites since they have a practical aim, are generally organized around a thematic focus, which represents the core of the virtual community by which the filter lives.
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