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The Rise of blogging
Will Sturgeon
Why are blogs important?
How many blogs are there?
More than
150,000,000*
*probably
How many of those really matter?
Less than
0.001%*
*almost certainly
Meet Saskia and Naomi
Blogging: 3 years Target Audience: 4 Page views: 894 Media power: Very limited
“Whoever controls
the media controls
the culture” Allen Ginsberg
Why are blogs important?
How mass communication changes the world
A lesson from history
A lesson from history
London, 14th Century
A lesson from history
Cripplegate
Moorgate
Bishopsgate
Aldgate
Billingsgate
Ludgate
Aldersgate
A walled city
Clerkenwell Priory
Priory of St John
Charterhouse Monastery
St Bartholomew Priory
White Friars
St Mary Overie Priory
Abbey of St Clare
New Abbey of St Mary of Graces
Outside the City walls…
Were people who could write
…and literacy meant power and control
But this was all about to change…
1476: William Caxton establishes the first printing
press in England
This was all about to change…
Printing presses spread
London, 16th Century
A lesson from history Printing presses spread
1500: William Caxton’s business partner Wynkyn de Worde moves
the printing press into London
A lesson from history More were established in this area
Saint Paul’s
Ludgate
The River Fleet
Temple Inns of Court
A lesson from history Fleet Street
A lesson from history Fleet Street had an impact upon…
• Democracy • Literacy • Education • Free speech • Health • Culture • Creating a fourth estate • Breaking down hegemony
A lesson from history Home of the 4th Estate from 1702 - 2005
But trust in the media has decreased
0
10
20
30
40
50
60
70
80
Source: Populus 2012
Who do the public trust…
Source: Which?
Just
of the British public say they trust journalists
7%
Who do the public trust…
Source: Which?
7%
The same number who trust MPs
Who do the public trust…
Source: Which?
11%
But LESS than bankers
Who do the public trust…
Source: Which?
11%
And even ESTATE AGENTS
Enter the blogger
• Individual • Partisan • Opinionated • Openly biased • Specialist • Numerous
A lesson from history Technology changed everything… again
• Camera phones • Broadband • 3G • WiFi • Falling PC prices • Tablets • Free platforms • Social media
A lesson from history Blogging had an impact upon…
• Democracy • Web literacy • Education • Free speech • Health • Culture • Challenging the fourth estate • Breaking down new hegemonies
A lesson from history Blogging has challenged power
A lesson from history At its best, blogging has…
• Broadened conversations • Provided a depth of knowledge • Elevated genuine experts • Challenged mainstream beliefs • Empowered those without a voice • Made our lives richer • Restored balance
A lesson from history How do you work with bloggers
• Carefully • Respect their independence • Respect their focus • Value them • Don’t treat as second best • Remember they aren’t a news site • Remember they aren’t ‘the press’ • Remember their agenda
And remember how many REALLY matter
Less than
0.001%*
*almost certainly
Thank you
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