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The Blogosphere Culture: A Target for Advertisers and PR

Perhaps the fastest growing technology today is the Internet. Each day, you get to see its latest advancements where communication was made easy, research readily available in vast resources, and in one click of a mouse you could have visited many places in distant shores. The establishment of the World Wide Web (WWW) created various sites on almost about everything under the sun. Here you could see and read a lot on the latest happenings around the globe. The web becomes the largest library of information made public. And today, one of the youngest kind-of-site invented on the web displays a very personal matter for the public readers to view online. This site I’m referring to is the growing “blog” online.

I am sure that you are so familiar with this term, if not, you already have heard the word before. But, just to make a clear description of the word, “blog” is a new term arising from its collective word “blogosphere” or “bloggingsphere”. The word blogosphere is closely associated with a much older word: “logosphere”. In Greek, “logo” is word and “sphere” is world. Thus, logosphere stands for “world of words”. The term blogosphere was currently been used to discuss public opinion. Thus, the term blogosphere means “the universe of public discourse”.

Getting through the concept of blogosphere leaves us to a better understanding of what is a blog. In wikipedia.org, blog is described as “instances of a particular formatting choice”. The blogosphere however, “is a social phenomenon”.

To differentiate blogs from webpages or forums, wikipedia.org says that “blogs can be part of a shifting internet-wide social network formed by two-way links between different blogs. You link to my interesting articles and I’ll link to your interesting articles.”

In addition, “many weblogs are densely interconnected; bloggers read others’ blogs, link to them, reference them in their own writing, and post comments on each others’ blogs. Because of this, the interconnected blogs have grown their own culture.”

True that blogosphere already could claim to have its own culture. The culture of blogosphere is continually growing as fast as it is changing. Starting as a way to breakout from the traditional media paradigm of propagandists, blogging is a personal writeup where the author is free to write whatever pleases his interests. This is why, blogging is true to itself. However, blogging is the main target of professionals in the field of advertising and public relations. No wonder that the nature of blogging already becomes a part of media advocacy to promote and advertise a certain name or brand.

I believe in this phenomenon. The speaking self of a blogger, in one way or the other, already has been stained by “commercialist” interest of the media. In fact, blogging is one great way to earn big cash. In an article titled, “As Corporate Ad Money Flows Their Way, Bloggers Risk Their Rebel Reputation”, Charlene Li of Forrester Research said, “Businesses have noticed the growing readership and influence of these Internet (blog) postings and are spending million to 0 million this year on blog advertising and marketing.”
Moreover, the article says that “Blogs have become more mainstream. Companies are paying for advertisements or mentions on blogs, courting blog writers with public relations efforts and inviting writers to come blog on one of their corporate sites”.

Besides finding a new business in the field of advertising and public relations, bloggers are also making money through affiliate networks, which allow blog writers an opportunity to choose which advertisement to put on their pages. Bloggers are also paid on the number of times the ads on their sites lead to sales.
In addition, bloggers could also make money simply by just linking to other companies’ home pages. “These companies come up higher in Google, Yahoo, and other search engines when they are frequently linked to and mentioned on many sites, including blogs”, according to an article on blogging.

The main thing that attracts most advertisers and public relations professionals is that blogging is a great way to reach a specific audience. If the target readers of an advertising or PR firm, for example, are mp3 lovers, then one could easily find a blog that caters to these readers.


About the Author: Mary Ann Carolyn "Mean" Dalangin-Tordecilla has a natural passion for writing. Since childhood, she spent most of her quiet times writing poetry and short novels. This hobby led her to pursue a writing course in college. During her university years, she has been a Dean’s Lister and has reaped several special awards. These awards include: Best Student Advocacy Award of the Catholic Mass Media Awards (CMMA) of 2003 in the student-group-made commercial titled Beinte Cinco; and Top Ten Notable Thesis in Journalism in her thesis work titled, A Study on the Violence in Disney's Film Adaptations of the Grimms' Tales and its Effect on the Anxiety Level of Children. She also became an active member in various university groups, specifically the media and politics. By 2005, she graduated at the University of Santo Tomas with a degree of AB Journalism.

Aside from being a full-time writer, she also loves beauty and the arts. She appreciates the works of the Impressionist artist Monet and loves to paint landscapes and seascapes. She also loves to do photography of people, where the theme centers on the spirit of realism. Aside from that she simply enjoys life and hangs out mostly on the dance floor or by the beach.

Check out her Online PR and Marketing blog.




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