A new force is shaping global political and social culture. The millions of Weblogs or blogs being generated and refreshed daily are now starting to provide a meta-communication platform- the Blogsphere 2.0 of incredible power and complexity.
Information and opinions are now being exchanged, transformed and sifted at a global meta-level in real-time across national and international boundaries and timezones. At the same time traditional blogs are merging with all other forms of media communication- online newspapers, social networks, news aggregation sites and micro conversations on mobile media such as Twitter.
The Blogging phenomena in general provides vast potential for collaborative learning, marketing, public relations, political, social and civic discourse and at the same time allows bloggers to bypass traditional corporate media gatekeepers.
Blogging is increasingly therefore seen as an extension of consumer and political activism. Fifty percent of bloggers express an opinion about a company or product at least once a week. Seventy seven percent of online consumers view blogs as a useful way to gaining insight into products they are looking to buy. And out of the estimated 20 million blogs, over a million feature discussion relating to environmental and ethical issues.
Major enterprises are also beginning to incorporate this resource into their marketing plans, with the accepted model of advertising changing to capitalise on the blogsphere’s connection-shaping influence in both the real and virtual social world. For example larger companies have started recruiting ‘brand ambassadors’ or key social figures in the community, paid to drop brand references into blog comments or background conversations on Twitter.
Future Trends
But the greatest significance of the future Blogsphere 2.0 will be felt at the social level. Blogs are increasingly being linked to social, professional, and political networks. Citizen journalism will flourish as more individuals publish their views and experiences and more information is distributed at both the community and global level. This will reshape the voice of community, civil rights and democracy as more people are exposed to new topics and opinions without the need for third party intermediaries such as politicians or television commentators, acting as filters. Citizen generated media will therefore be free of the restrictions of traditional top-down media and dramatically increase consumer control over media content.
Blogs already allow ideas and innovation to become part of popular culture. Once an idea exists in the online world it immediately also propagates globally in the real world, facilitating knowledge sharing within developing countries. A form of participatory democracy will then emerge, decreasing the elite power of traditional media such as newspapers, magazines, radio and television.
Most importantly, the emerging Blogsphere 2.0 will not just become a major new voice for the global mass media, but the beginning of a significant global consciousness, reflecting the views of all inhabitants of the planet, with the power to shape future opinion and consumer culture.
Information and opinions are now being exchanged, transformed and sifted at a global meta-level in real-time across national and international boundaries and timezones. At the same time traditional blogs are merging with all other forms of media communication- online newspapers, social networks, news aggregation sites and micro conversations on mobile media such as Twitter.
The Blogging phenomena in general provides vast potential for collaborative learning, marketing, public relations, political, social and civic discourse and at the same time allows bloggers to bypass traditional corporate media gatekeepers.
Blogging is increasingly therefore seen as an extension of consumer and political activism. Fifty percent of bloggers express an opinion about a company or product at least once a week. Seventy seven percent of online consumers view blogs as a useful way to gaining insight into products they are looking to buy. And out of the estimated 20 million blogs, over a million feature discussion relating to environmental and ethical issues.
Major enterprises are also beginning to incorporate this resource into their marketing plans, with the accepted model of advertising changing to capitalise on the blogsphere’s connection-shaping influence in both the real and virtual social world. For example larger companies have started recruiting ‘brand ambassadors’ or key social figures in the community, paid to drop brand references into blog comments or background conversations on Twitter.
Future Trends
But the greatest significance of the future Blogsphere 2.0 will be felt at the social level. Blogs are increasingly being linked to social, professional, and political networks. Citizen journalism will flourish as more individuals publish their views and experiences and more information is distributed at both the community and global level. This will reshape the voice of community, civil rights and democracy as more people are exposed to new topics and opinions without the need for third party intermediaries such as politicians or television commentators, acting as filters. Citizen generated media will therefore be free of the restrictions of traditional top-down media and dramatically increase consumer control over media content.
Blogs already allow ideas and innovation to become part of popular culture. Once an idea exists in the online world it immediately also propagates globally in the real world, facilitating knowledge sharing within developing countries. A form of participatory democracy will then emerge, decreasing the elite power of traditional media such as newspapers, magazines, radio and television.
Most importantly, the emerging Blogsphere 2.0 will not just become a major new voice for the global mass media, but the beginning of a significant global consciousness, reflecting the views of all inhabitants of the planet, with the power to shape future opinion and consumer culture.
No comments:
Post a Comment