Abstract
This article discusses the blog Possum Pollytics that became very well regarded by its readers, other bloggers and journalists over the course of the 2007 Australian federal election campaign, and examines it for harbingers of the impact of new media on journalists and their publics. The article commences with an account of the main features of the blog, with special reference to its analysis of the voting trends evident in the pre-election opinion polls. It then discusses two issues with respect to the challenge posed by new media uses to professional journalism: firstly, the way that the anonymity highlights the challenge by some bloggers on behalf of publics to the brandname mastheads and journalistic personalities, particularly in the challenging circumstances of no business model for new media; and secondly, that Habermas’ early theorising of the public sphere might re-emerge as a valuable way to understand the current developments.
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