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Blogging has established itself as an important and influential part of the
modern online media. At the dawn of the blogosphere people were publishing
their diaries and life journals. Nowadays, some bloggers operate blogs that are
hardly any different from online newspapers and magazines. On the one hand
professional blogging is broadly accepted in the society, but on the other hand
it is poorly understood. The purpose of this explorative study is to broaden
the understanding of blogging as a professional activity. In particular, this
study explores the aspects of professional blogging and the interplay between
credibility, authenticity and monetisation in blogs.
To understand blogging as a professional activity an extensive literature
research is conducted. First, main concepts of blogging as a social activity
are discussed. Then, the changes that come together with the transformation
of a social activity into a professional activity of blogging are discussed. To
look at the activity of blogging from an unusual perspective, a comprehensive
qualitative survey is conducted with blog readers. The survey examines
not only readers’ perception of blogging as a professional activity, but also
motivations for reading blogs and attitude to monetising practices and labelling
of monetised content in blogs. Information received from the survey is used to
draw some conclusions about the state of the art of blogging as a professional
activity, and challenges and opportunities blogging industry faces nowadays.