Newspaper Blogs: The Genuine Article or Poor Counterfeits?

Abstract

Blogging began as a grassroots alternative phenomenon, and it was some years before the mainstream media took notice, let alone responded by introducing their own blogs. However, the blogs of Australian journalists (especially those of News Ltd) have been criticised as being ineffective, although such criticism is based on anecdotal evidence rather than substantive data. This article presents the findings of a pilot study that examined the popularity, interactivity and hyperlinks of twelve political blogs across mainstream and alternative media sites. The greatest challenge of blogging has been to one of traditional journalism's weakest points: its lack of personal contact with readers. The results of this study indicate that there are Australian journalists who have taken up the challenge, with their blogs outshining their alternative counterparts, especially in terms of reader engagement. This represents an exciting new trend, where blogging, rather than being a threat, may reinvigorate mainstream media and help democratise news processes.