THE SPECIALIZATION OF THE ROMANIAN

BLOGS’ SPHERE: FUNCTIONAL TENDENCIES IN

SOCIAL MEDIA DEVELOPMENT

Diana-Maria Cismaru, Diana-Maria Cismaru,

NSPAS BucharestNSPAS Bucharest

MethodologyMethodology

Objective of the research: the detection of changes in the Objective of the research: the detection of changes in the Romanian blogosphere in two years Romanian blogosphere in two years

Design of research: panel; method: the content analysisDesign of research: panel; method: the content analysis

Phases of research:Phases of research:

a.a. January 1-3, 2008. Sample: 270 blogs on wordpress.com January 1-3, 2008. Sample: 270 blogs on wordpress.com (selection by Google)(selection by Google)

b.b. January 1-3, 2010. Sample: 300 blogs on wordpress.comJanuary 1-3, 2010. Sample: 300 blogs on wordpress.com

(same selection).(same selection).

The criteria for framing: the identity of the author, the type of The criteria for framing: the identity of the author, the type of selection and of treatment of information, selection and of treatment of information, individual/collective author, the lifetime of the blog. individual/collective author, the lifetime of the blog.

The unit of analysisThe unit of analysis: : the themethe theme;; the unit of numbering the unit of numbering:: the the sentence. sentence.

Types of blogsTypes of blogs1. Personal blogs: present the author, his/her personality and 1. Personal blogs: present the author, his/her personality and

his interestshis interests: : a. narrative blogs: b. a. narrative blogs: b. ““life philosophy”life philosophy”; ; c. c. ““personal comment”: d. personal comment”: d. ““comment of public life”: e. comment of public life”: e. ““take take over”over” (a personal (a personal ““press review”).press review”).

2. Professional blogs: the author uses the professional identity. 2. Professional blogs: the author uses the professional identity. There are presented only issues from a particular fieldThere are presented only issues from a particular field..

3. Blogs type 3. Blogs type ““hobby”: the author does not use the personal hobby”: the author does not use the personal identity or the professional identity or the professional oneone, but a partial , but a partial identityidentity, which , which values a side passion or other domain of interest)values a side passion or other domain of interest)..

4. Collective 4. Collective ““niche” blogs: blogs built round an idea (for niche” blogs: blogs built round an idea (for instance, the romanian culture, environment policies, instance, the romanian culture, environment policies, religion). religion).

5. Collective professional blogs: a blog with several usernames 5. Collective professional blogs: a blog with several usernames placed under the identity of placed under the identity of anan organization. organization.

6. Blogs 6. Blogs ““online reviews”: online reviews”: online publication online publication organized and organized and presented as a blog. presented as a blog.

7. Temporary blogs: built only for the preparation and the 7. Temporary blogs: built only for the preparation and the presentation of some events (blogs maintained only until the presentation of some events (blogs maintained only until the event takes place). event takes place).

Comparison: 2008 and 2010 dataComparison: 2008 and 2010 data

CategorieCategoriess

SubcategoriSubcategorieses

20082008 20102010

1.1. 41,3%41,3% 45%45%

1a1a 7%7% 2,6%2,6%

1b1b 4%4% 5,3%5,3%

1c1c 20,7%20,7% 21,3%21,3%

1d1d 6,6%6,6% 11%11%

1e1e 3%3% 4,6%4,6%

2.2. 4,4%4,4% 13,6%13,6%

7.7. 3%3% 3%3%

Comparison: 2008 and 2010 dataComparison: 2008 and 2010 data

CategoriesCategories SubcategoriSubcategorieses

20082008 20102010

3.3. 8,5%8,5% 27,3%27,3%

3a.3a. 4%4%

3b.3b. 7,6%7,6%

3c.3c. 7,3%7,3%

3d.3d. 2%2%

3e.3e. 6,3%6,3%

44 13,5%13,5% 6%6%

55 1,4%1,4% 3%3%

66 4%4% 2%2%

InterpretationInterpretation

1. Personal blogs increased. (1a) decreased (4a) doubled and 1. Personal blogs increased. (1a) decreased (4a) doubled and (5a) changed in “useful blogs”. (5a) changed in “useful blogs”.

2. Professional blogs are third times more in 2010 than in 2. Professional blogs are third times more in 2010 than in 2008 (positive aspect ).2008 (positive aspect ).

3. Individual “niche blogs”3. Individual “niche blogs” changed from “hobby” blogs in changed from “hobby” blogs in media products with a clear target and identity: (3a) art media products with a clear target and identity: (3a) art blogs, (3b) entertainemnt blogs, (3c) idea blogs (3d) blogs, (3b) entertainemnt blogs, (3c) idea blogs (3d) humanitarian blogs (fundraising) (3e) religious.humanitarian blogs (fundraising) (3e) religious.

4. The collective “niche” blogs have now a clearer identity.4. The collective “niche” blogs have now a clearer identity.5. Corporate blogs had a modest development in two years.5. Corporate blogs had a modest development in two years.6. Online reviews changed but not as a kind but as placement.6. Online reviews changed but not as a kind but as placement.

7. Temporary blogs remained at the same percentage, but 7. Temporary blogs remained at the same percentage, but

they diversified.they diversified.

““First 100 blogs”First 100 blogs”

CategoriesCategories General General samplesample

Top 100Top 100

1.1. 45%45% 42%42%

2.2. 13,6%13,6% 20%20%

3.3. 27,3%27,3% 18%18%

4.4. 6%6% 10%10%

5.5. 3%3% 0%0%

6.6. 2%2% 9%9%

7. 7. 3%3% 0%0%

Success factorsSuccess factors

(a)(a)The frequency of entriesThe frequency of entries: in most cases there are daily : in most cases there are daily posts or more. posts or more.

(b) (b) The seniorityThe seniority: the blogs that came first won adherents and : the blogs that came first won adherents and audience, by the entrance in a free space. audience, by the entrance in a free space.

(c) (c) The notoriety in offlineThe notoriety in offline: if the author is a public figure, the : if the author is a public figure, the online identity is like a new completion of the real identity. online identity is like a new completion of the real identity.

(d) (d) The clear and consistent profileThe clear and consistent profile: blog’s authors rely either : blog’s authors rely either on the diversity of the information (more areas) either on on the diversity of the information (more areas) either on specialization (only one area, in a creative way). specialization (only one area, in a creative way).

(e) (e) The organization and the presentation of informationThe organization and the presentation of information: : personal sites which deliver complex and attractive personal sites which deliver complex and attractive information are successful. information are successful.

(f) (f) The community built round the blogThe community built round the blog. The process of . The process of building a community: the trust and the familiarity with the building a community: the trust and the familiarity with the issues and the perspective of the author have a leading issues and the perspective of the author have a leading role). role).

ConclusionsConclusions

(a)(a)Specialization and individualization of the blogs’ Specialization and individualization of the blogs’ profiles: authors became more responsible and profiles: authors became more responsible and more skilled. more skilled.

(b)(b) The status of bloggers become one of The status of bloggers become one of “professionals”. The promotion of “new media “professionals”. The promotion of “new media products” and the relationship with the products” and the relationship with the community changed, becoming more structured community changed, becoming more structured and following positioning objectives.and following positioning objectives.

(c)(c) The audiences became selective and use blogs The audiences became selective and use blogs as an information and interpretation source, and as an information and interpretation source, and not as an entertainment source. not as an entertainment source.