1. Google Knows I Blog for Google
Anne Helmond, University of Amsterdam.
Web 2.0 Guest Lecture - 7th May 2009

2. pajama blogger
Foto: MichielB

3. lonely blogger

4. the personal homepage
• Fairly static and closed self-referential environment
• Content stored in one place
• Based on the unit of the page
• Required HTML knowledge

5. the blog
• The blog is a database
• The blog is not a closed environment
• Based on the unit of the post
• Focus on freshness and links
• Does not require HTML knowlegde (unless...)

6. what is a blog?
new form of journalism
reverse-chronological ordered collection of entries
diary
product of blog software
personal publication tool

7. anatomy of a blog

10. blogs “as a medium and bi-
product of practice” (boyd, 2006)

11. what is the blogosphere?
This a hyperbolic display of blogs using both the WWE and the ICWSM 2007 data sets.
© Matthew Hurst

12. what is the blogosphere?

13. the blogosphere according
to the engines
indexing machines

14. the blogosphere according
to the engines

15. software optimized for the engines

16. software optimized for the engines
blog comments do not count
for the engines

17. software optimized for the engines
bloggers breaking out of the software-
engine regime with “dofollow”

18. software-engine symbiosis

19. software-engine symbiosis
default settings

20. engines are the starting point
of the blogosphere

21. but the engines create
different blogospheres

22. engines segregate web spheres

23. The Life Cycle of a Blog Post, From Servers to Spiders to Suits — to You
© Wired/Infographic: Build

25. Blog Abandonment
© Wefeelfine

26. Thank you. Questions?
a.helmond@uva.nl
Blog: www.annehelmond.nl