Taxonomy of Blogs – A Media Perspective :Taxonomy of Blogs – A Media Perspective Narayanan Madhavan


Twinkle, twinkle little blogHow I wonder what you hog :Twinkle, twinkle little blogHow I wonder what you hog Blogs are like stars, abundant – and often look vague from a distance Classifying them is a challenge, but it helps you organise the universe If you are trying to make sense of it all, it pays to identify a type


Sanity blogs: “I love talking to myself” :Sanity blogs: “I love talking to myself” They help the blogger make sense of inner confusion Serve as online personal diaries Makes little difference to the community or world


Identity blogs: “I blog, therefore I am” :Identity blogs: “I blog, therefore I am” Lets you find a way out of boredom or humdrum life, engage the world Done for self-fulfillment, fun and appreciation Who am I, anyway?


Vanity blogs: “Mirror, mirror on the wall…” :Vanity blogs: “Mirror, mirror on the wall…” Individuals love to talk about themselves Unless they are darned good (and lucky!), they are losers!


Humanity blogs: “I want you to help” :Humanity blogs: “I want you to help” Social commitment and causes are promoted by blogs blog.blanknoise.org unwantedgirlchild.blogspot.com


Theme blogs: “This is what it is all about” :Theme blogs: “This is what it is all about” Bloggers take a topic and create value by focusing on a theme http://tamizhpenn.blogspot.com http://eoid.wordpress.com


Professional blogs: “Keep in touch with me, OK?” :Professional blogs: “Keep in touch with me, OK?” Help engage community and shape thoughts Subtle promotion of personality brand Ideal for lawyers, doctors,authors, consultants www.tompeters.com mediascribbles.blogspot.com www.scobelizer.com www.chitradivakaruni.com


Corporate blogs: “We are reaching out…” :Corporate blogs: “We are reaching out…” Blogs may be by individuals but promote corporate missions and objectives Hosted on company sites Engage employees, customers, partners, media and community Google, Microsoft, blah, blah


Project blogs: “We have this thing going..” :Project blogs: “We have this thing going..” Help promote books, projects, events Collaboration and co-creation of experiences Often have limited shelf-life www.newageofinnovation.com Khayaldarpan.blogspot.com


Blogs can overlap, evolve, change :Blogs can overlap, evolve, change Collablogs are created by groups Blogrolls, social networks create patterns Blogs meant for one purpose can serve another Blogs blur distinction between individuals, corporates


Media blogs: “We think we get this, but…” :Media blogs: “We think we get this, but…” Publishers, media companies, columnists, writers, journalists engage readers and viewers through official media Websites


Media-plus blogs: “Come on in, dude…” :Media-plus blogs: “Come on in, dude…” Popular bloggers get co-opted by media houses www.freakonomics.com is with NYT allthingsd is with WSJ Sulekha.com turns bloggers into authors


New Media blogs: “We think we have a business here” :New Media blogs: “We think we have a business here” Media blogs try to make money by creating readership/viewership Venture funding and corporatisation are real www.gigaom.com www.contentsutra.com They serve as community platforms, news services, with value additions Revenue from advertising, events…and then?


Neo-media Blogs: Nanopublishing :Neo-media Blogs: Nanopublishing Blog-like media sites that run like community news services A new kind of publishing: focus is key, costs can be low www.alleyinsider.com www.gawker.com www.bombaybitch.com Positioning, digital ad metrics critical for future growth


Watch out for a powershift :Watch out for a powershift In the first phase of blogging (Web 2.0), freebies dominate unknown universe. As the landscape changes, a shakeout will begin. Value does not go out of fashion; attention, fame money will chase the right bloggers End of Loser Generated Content?


Thank You! :Thank You! madhavan.n @gmail.com