Saturday, 18 December 2010

Blogging: why, what for, how long (Part 1 of 2)

Most books and articles about blogging concentrate on the marketing aspects. Potential bloggers are advised to choose a subject that is not already taken by someone else. At the same time, they are told to avoid themes that do not connect with an already existing group of avid information seekers.

Under this perspective, the whole undertaking is presented as a platform from which the blogger can preach to those who are already convinced. The idea is that a blog should aim at becoming the focal point of a compact community in a specific field, such as practitioners of extreme sports or lovers of horror movies.

This paradigm dominates the internet scene to such an extent that most blogs have become one-idea shows. No wonder that, after a couple of weeks, their texts become short and consist mainly of references to what other people are doing. Under this point of view, producing content is tantamount to filtering reality.

With this approach, is it not surprising that blogs rarely last longer than a year. Popular recommendations about blogging tend to forget the spirit that moves the machine. Text is made of words. Sentences are made of ideas. Without fresh, wide-ranging philosophical subjects, boredom will eventually take over, followed by intellectual starvation.

To be continued in part 2


[Image by Leo-setä under Creative Commons Attribution License. See the license terms under]