The Takeover

Within the first five chapters, Smart Mobs provides an overview of various forms of technology—their history, their present state, and their future.  Rheingold’s writing style isn’t quite as enticing as Scoble and Israel or Battelle, but again, writing books on technical topics is not an easy task.  The tie that binds this book’s many topics together is the creation of technology for the betterment of the world. 

Mobile phones have become one of the greatest technological creations to date.  Rheingold even goes as far as to proclaim that it will one day be a remote control to our lives.  They already provide valuable services such as text messaging and web access and serve as mp3 players, cameras, and camcorders, and some phones have even more capabilities.  I am sure that they will continue to evolve like every other aspect of technology, which makes the notion of them becoming the remote control to our lives extremely likely.

It is impossible to mention the benefit of cell phones without discussing text messaging.  Text messaging or short messaging service (SMS) is an example of the applications created for the betterment of humankind.  It is a formation of short messages that can be sent between mobile devices.  There are many advantages to texting, but privacy is its biggest asset.  You are able to converse practically anywhere without disrupting those nearby.  As the author points out, it just hasn’t taken off here in the U.S. like it has in other parts of the world.  We’ve all seen the commercial were the daughter is talking to her mom using text language, but teens here still don’t use texting to say “good morning” or “goodnight” to each other like teens in Tokyo.  Smart Mobs gives part of the blame to the way texting was organized in the U.S., and I totally agree.  The initial inability to send texts to other phone company subscribers was one cog in the wheel, but one of the biggest reasons even now is the cost of text messages.  If you don’t have a text message package included in your plan, you’re typically paying about 10 cents per message, which can really add up if you’re texting like people in Tokyo, The Philippines, Finland, and Stockholm.  Our culture also allows people to be less dependent on texting for privacy.  Many people in the U.S. are able speak more openly on the phone since the living area in homes here is larger than homes in many other countries.  Texting is a great application, but the process must be improved before we catch up with other parts of the world.

Before applications were incorporated in cell phones, there were only software applications on computers.  This week’s reading, “The Cathedral and the Bazaar”  and Smart Mobs, opened my eyes to the way computers were meant to be.  Like many people, I was afraid of open-source software like Linux and Firefox.  After becoming familiar with Microsoft, it just didn’t seem natural for everyone to be able to go in and change stuff, but in actuality, the originators of computer systems (also known as hackers) intended for people to work collaboratively to build more perfect applications.  However, along came people like Bill Gates, who showed the world the unimaginable income potential that the computers could provide, and naturally, the priorities changed.  Eric S. Raymond, author of “The Cathedral and the Bazaar” surprisingly mentions that he’s not opposed to “software hoarding,” but after reading Rheingold’s book, I can’t help but feel a little differently toward Microsoft.  I guess I can’t fault Bill Gates.  I would have made the same decision… play nice or become a billionaire?  Raymond discusses open-source versus closed-source software mainly in regard to his development of fetchmail.  Development of open-source software is obviously a labor of love project.  Contributors are typically volunteers who believe in the original software, but feel they can improve its ability to function.  Open-source software is dependent on their passion, which typically makes the application especially useful since it is created by genuinely interested developers/users versus developers who simply want a paycheck.  Of course the downside is if the developers lose interest, the application stops evolving.  The author believes that in the end open-source software will triumph, and I guess this depends on your personal definition of triumph.  If you are referring to making the better product, I totally agree, but if you are referring to becoming a billionaire, I would have to go with Microsoft’s blueprint.
 

After the development of computers came the Internet, which is arguably the most important aspect of modern-day technology.  The Internet evolved from computers linked together in one room to computers that communicated with nearby campuses to computers that connect to the each other all over the world.  Linking to other computers, which is referred to as peer-to-peer networking, first started to obtain additional power from computers that weren’t in use.  I am still not totally clear on how peer-to-peer networks operate, but after reading The Search last week, I assume they must carry some of the same principles as search engines.  This innovation played a key role in the development of Search for Extraterrestrial Intelligence (SETI), climate change projects, and health research.  It also led to file-sharing networks, which continue to spark controversy.  Napster is of course the name that most often comes to mind when referring to file sharing, and although they were the mastermind behind an unbelievable amount of copyright violations, they have now accepted the terms set by the Recording Industry Association of America (RIAA) and are providing a legal file-sharing service to its users.  Peer-to-peer networks expose the Web’s biggest asset, which is the ability to share resources and information, and its biggest downfall, which is the inability to monitor the transmittal of information that for any number of reasons should not be shared.

Technological developments often fall into the category of information that comapnies chose not to share, but Smart Mobs provides a sneak peek at the innovations companies are working on that are soon to be part of our everyday existence.  Rheingold mentions that Gartner Consulting, tech industry analyst, predicts that wearable computers will be worn by 75% of teens by 2010….  I guess they’re on their way.  It’s a very cool idea, and I would be one of the first in line for a wristwatch that can search and whatever else developers have in mind.  CoolTown is another very cool idea brought to us by Hewlett Packard.  This is basically a sample version of what the world will be like once microchips have been placed in virtually everything.  We will be able to access all information on an object or place by simply using our cell phones.  We are already able to pay for items by waving our card, which is mentioned in the book.  I am sure the companies’ other ideas will be presenting themselves soon.

As important as technology may be, many believe that reputation and cooperation are actually the driving forces in our society.  It is only logical that they are closely tied into the way technology currently functions.  A prime example of these two forces coming together is eBay.  This Web site allows users to buy and sell goods, but requires cooperation from both parties in order for the system to work effectively.  Reputation plays a role in whether a person will even chose to do business with the other party.  If a person has a history of failing to ship or pay for items, more than likely people will be hesitant to trust that person.  Our decisions to trust and sacrifice for others is based on different factors, but what I found to be fascinating was the motivating factors for people who are willing to take big risks showing great acts of kindness or generosity.  All this time I assumed that they were just giving people, when they really just wanted a little extra acknowledgement.  Apparently, they are more motivated by the benefits that stem from their actions, including respect, “future political power, economic partnership, or sexual attention,” (Rheingold, 2002, p. 128) which are not so uncommon desires among all people.

Most people also share a passion for technology, even if it is just our attachment to our cell phones.  In a loose sense, I suppose we’re all part of Rheingold’s smart mob.  This movement has captured us all, and even those who don’t want to come along for the ride are being dragged right along with us.  Cell phones and especially the Internet are tools for life now.  Without them you’re limiting your employment opportunities, friendship and romantic possibilities, and access to other beneficial information.  It’s obvious that smart mobs are taking over, and like it or not we’re all forced to participate.

The Search is Over…

The Search does an excellent job of explaining the history of Google and a very good job of explaining the history of search engines as a whole.  Considering John Battelle’s purpose was to discuss Google, I’d say he completed is mission with flying colors.  I never thought I would say a book about search engines was a page-turner, but I guess I have joined the ranks of the geeks Battelle mentions throughout the book.

Contrary to popular belief, search engines go beyond allowing us to locate information.  Thanks to this application, our lives are very different.  We have become wiser consumers, better researchers, more informed parents, and so much more.  In addition to those great things, Battelle explains that as long as information posted on the Web is stored and retrieved, it gives immortality to the author and the content.  Although there is no permanent storage for modified or erased Web pages, knowing that as long as a page exists, that author and that information will live on should give at least some comfort to Web users concerned with the inevitable.

The PATRIOT Act was established to help the U.S. respond to terrorism after 9/11.  Since that time, it has allowed the Government access to very private information, including our Web habits.  Without our knowledge, the Government can request our search history, clickstreams, and visited IP addresses.  The illusion of privacy that users had in the early days of the Internet is slowly fading.  Reverse directories is another area that everyone should be wary of regardless of whether they have ever used the Web.  Search engines, phone companies, and other sites now have the ability to give out your address, name of the account holder, and even generate a map to your house with just your ten digit telephone number. I was also sent a link to a site allowing me to bring up Maryland court cases simply by entering a person’s name.  Battelle makes a good point.  This information was not necessarily impossible to attain prior to the Internet, but it sure was a lot more work!  Sitting in the privacy of your home scouring the Web for stories on your neighbor’s dog fighting rink is much easier than sitting in the local library for hours trying to find articles related to his arrest.  Plainly stated, search engines make it so much easier for us all to become private investigators.

Although some users are becoming more mindful of sites they visit, searches they conduct, and information they divulge to others, countries such as China, have chosen to take on the role of guardian.  I suppose this dramatically decreases the need for the government to attain your Web history.  If all the Web sites China discourages are banned, there is nothing for them to request.  It’s obvious that many people in the U.S. are still unaware of the Government’s ability to attain our search history and visited sites, or else far less people would conduct searches for questionable and illegal material like child pornography. (Am I the only one watching Law & Order: SVU?)  Although I believe the power should lie within the people to chose which Web sites they visit, I understand China’s policy.  I also understand Google’s decision to provide its service adhering to the country’s rules.  Schmidt was right, who is Google to waltz into a country telling them how to operate?  Providing China with some Google service is better than no Google service.  One of the company’s missions is to provide the best results possible.  In China, that means providing “safe” sites, but it is better nothing.  If Google put their foot down, more than likely the Chinese government would have gone about business as usual.  No tears would have been shed, and no policy of theirs would change.  The country simply would have relied on other search engines that already functioned within the country.  By Battelle’s account no one really seemed to make a fuss over the search engines already operating in China.  I guess this supports the theory that Google really is held to a higher standard.

 Considering Google started as a company that did not want to include advertisements, they sure have helped people generate a lot of business.  So much so that when Google has changed their algorithms or business practices in way that did not favor a business’ needs, companies have gotten quite angry.  American Blinds is one such company mentioned in The Search.  With the help of Google, the company brought in over $100 million each year.  The company advertised using Adwords, but noticed other related companies were also purchasing their keywords.  Google revoked other companies’ ability to use the keywords temporarily, but reinstated the function not long after.  I cannot blame Google one bit.  Yes, they’re making more money by allowing more advertisers, but it all goes back to Google’s mission—better results.  Battelle doesn’t seem to believe this at all, but I think Google is on the right track.  If I submit a query for American Blinds, I would appreciate being given links to Next Day Blinds and any other company that may be able to give me a deal.  I think Google would be doing the consumer a disservice by eliminating the competition.  They may be lining their pockets, but they also are keeping the promise (providing the best service) they made to their users. 

As a result of their excellent service, Google has grown remarkably fast.  Battelle mentions that Deloitte Touche, an accounting firm, named Google the fasted growing company ever.  To list Google’s achievements since its onset could take a day to explain, but one measurement of their success is the company’s earnings, which have continued to shock people.  From a stock that started at $85 and rose to $100 within the first day and is now worth over $400 only three years later, it obvious the company’s potential is limitless.  (Yes, I am very sorry I didn’t invest back in 2004.)  They may be growing, but I cannot say the company doesn’t have room for improvement.  I guess the company feels that if isn’t broke, no need to fix it, but I found Yahoo’s inclusion of a human in the search process as quite logical and useful.  There are certain topics that a person can grasp far better than a machine.  If it weren’t for Google’s variety of applications, it is quite possible that Yahoo could be leading the industry.  In order to grow, Google may want to take a closer look at what humans could add to the search process.

 The future of search is beyond our imagination.  The goal is to make searching perfect.  As the author mentions, search has only fulfilled about 5% of its potential.  I look forward to the day when tools like WebFountain are available to the general public.  Imagine being able to query, “I need articles from California local papers discussing 9/11 that do not mention the twin towers.”  Eventually, this will be reality, and we will even be able to pose questions and receive answers back in essay format.  (Universities will be much different then, I am sure.)  My favorite invention mentioned is the phone with product scanning capability.  Being able to scan a product and compare prices at local vendors will definitely change consumer behavior and vendor pricing.  So many products are discussed that could better our lives, but they brought to mind how search is already playing a role in our lives through Global Positioning Systems.  Already, cars and cell phones are coming equipped with locator devices, and you can even get them implanted in your pets.  The future as we imagined it is quickly approaching.  Who would have thought that the ability to search would mean so much to our society’s advancement?

Google’s Not Evil, But It’s A Common Misconception

 “I once was lost, but now I’m found!”  The Search by John Battle gives you everything you need to know about search engines—how they began, what they’re for, how they operate, who’s who in the search engine industry, etc.    

Unless you’ve been living under a rock for more than ten years, you’re familiar with search and the fact that it retrieves the information that you’re looking for.  If you’re like how I was last week, you are clueless about how they operate.  Battle explains that search engines are composed of three parts, including the crawl, the index, and the query processor.  The crawler is a software program that sends requests out to the Web in order to gather information to be indexed in its database.  The index keeps a file on all sites gathered by the crawler.  Lastly, the query processor takes the information entered into the search box (the query) and uses it to gather appropriate results from the database, finally returning indexed links (search results pages) to the user.

But how did it all start you ask?  People have been conducting searches since humans created a symbolic language, but it has surely evolved.  (I wonder if they still teach the Dewey Decimal System in school?)  Searching (also known as Information Retrieval) started around the time the printing press was established and has grown into the ever changing and growing force on which we have come to depend.  The very first search engine was established in 1990 by a McGill University student.  The system was named Archie after its ability to search archives.  It was structured fairly similar to today’s search engines—a crawler developed an indexed list and users were able to retrieve a listing of relevant material.  The difference was that the index didn’t connect you directly to the documents like today’s search engines.   

Over the life of Internet, many search engines have come and gone, and a few have managed to evolve and stay in the race.  Excite, Yahoo, and GoTo set the foundation for the tools that we use today.

Larry Page and Sergey Brin were the brains behind the monster known as Google.  The way I understand it, it initially started as the BackRub project.  Page developed a crawler with an equation that started at Stanford’s home page and was set free to ravage the rest of the Web; their theory being that all sites will eventually connect to each other.  (I see it a lot like the once popular game, Six Degrees of Kevin Bacon.)  What made this engine different was its unique ability to determine the sites that were most relevant to the query.  Linking to other pages played a large role in sites that were deemed most popular or most relevant—sites with the most links directing to their site were among the top performers.  The site started as an internal Stanford site, but expanded extremely quickly.  After scrounging up resources, monetary and otherwise, the duo managed to get off the Stanford Web site in 1996 and announced their new name, Google, to the world.  Google was a play on the word googol, which is 1 followed by 100 zeros.  The logic behind this name was that as the Web grew, they knew that the tool would continue to grow as well and the search engine would be that much more useful.

Its growth has been one of the most astonishing factors in the company’s success.  Page and Brin’s first office space was in a recent graduate, Susan Wojcicki’s home, but the company now resides on Bayshore Parkway in Mountain View, CA on a campus that is envied by employees everywhere—free lunch prepared by chefs, dentists, childcare, scooters…. I don’t want to talk about it anymore.  Aside from my own envy, the company has been surrounded by so much animosity from potential employees that were upset about Google’s highly selective hiring process.  However, there is obviously something to the company’s selectiveness.  Their formula has enabled the company to transition from days of asking for $50,000 for start-up money (actually getting $100,000) to generating gross revenue of about $100 million! 

Speaking of money, it was recently announced that Google controls almost 40% of online advertising.  Obviously, whatever they’re doing, they’re doing right.  To help reassure everyone that they aren’t just some money-making giant Google makes it a point of giving back.  The company’s blog recently discussed one of their latest causes (one that Scoble and Israel would surely appreciate), DonorsChoose.org’s Blogger Challenge, which allows blog readers to contribute to projects at high-need public schools that the Blogger lists on their page.  Google will add an additional $500 to winners in each of the eight categories.  See, Google really does care.

So far, the book is a witty explanation and depiction of search engines.  Before reading, I was a little nervous that the book would provide a long technical definition of what search engines are and how they operate along with neat and clean details about its evolution.  Well, I was surprised in a very good way.  The technical aspects of search engines are explained in a way that you don’t need a computer science degree to understand, and I soon learned that the growth of search engines has not been neat and clean at all.  I’m still trying to get over Google’s adoption of GoTo’s advertisement model that the company once shunned.  The book also reminds us that it’s okay to dream.  With a lot of perseverance, they can come true.  Not only is this a great guide to search, it can also serve as encouragement to all who have encountered stumbling blocks trying to pursue a dream.

The Evolution of Blogging

The conclusion of Naked Conversations provided the clarity that I needed to create a compelling blog for personal, professional, or academic use.  (I sure wish I read this before my first post.)  This book is a comprehensive guide of blogging done right.

Being the good authors that they are, Scoble and Israel make sure to state that not everyone should blog.  For example, people who don’t have time, are boring, or may feel compelled to share confidential information should probably stay away from blogging.  Starting a blog and quitting it can be more detrimental than never having one at all.  A dull blog is basically a waste of time if no one wants to read what you have written.  And of course, sharing confidential information could get you fired or sued, which defeats the purpose of blogging.  It is also important to keep in mind that a blog should not be forced.  If you’re not in the mood to write, just wait.  Your lack of passion for your topic can come across in your writing, which will only turn off your audience.

Overall, the authors present a strong case that blogging is beneficial.  Plainly stated, dialogue beats monologue, and companies that continue to have open lines of communication will thrive.  If visitors post statements to a company blog that are exaggerated or untrue, quite often “evangelists” will come to the rescue, debating the issue without the company having to say a word.  Although this frequently happens, it is still important for companies to blog often to ensure they have the opportunity to personally respond to erroneous or exaggerated claims.

Just as important as the decision to blog or not to blog, it is also important to keep in mind the proper way to blog.  Weblog authors have to tread a fine line between publishing an interesting blog and publishing information that could cost them their jobs.  Weblogs that are too safe are looked at as dull, but discussing topics like how drunk everyone gets at the office parties could get you a fired.  Scoble and Isreal advise everyone to “blog smart” and familiarize themselves with company rules on blogging.  If there aren’t any set in place, read other company’s policies like IBM or Harvard Law School.  To ensure that your blog adheres to company regulations, it’s safest to post to your company Web site.  When developing a company blog site, the authors advise employers to either post rules of company blogging to an intranet site or create a site where employees can create their own blog smart policies.  I think the authors hit the nail on the head by encouraging employers to allow employees to create their own policies.  It shows trust for the employees and incorporates the grassroots aspect on which blogging was built.

The Corporate Weblog Manifesto lists great rules for maintaining a successful blog, but I’m not entirely sure I understood “#10 Know your influencers.”  The authors feel that if you are not able to get in touch with the influential people in your organization during a crisis, then you shouldn’t blog.  I would like a more in-depth explanation behind this statement.  I think that an employee could still provide behind the scenes information that could benefit the company, even if they don’t have a PR professional or top executive on speed dial.  Blogs are described to be very important during a time of crisis to share and spread information, but even a corporate weblog with minimal information is better than no information posted on the topic at all.

As a NASA employee, naturally I found the section on NASA’s agency response toward accidents like Challenger and Columbia particularly interesting.  Although I came onboard after most of the listed incidents, after reading this section I also wondered if NASA could have done more to help public perception, and if so has anything been done to ensure that future incidents can be addressed in a timely manner?  The answers are yes and yes.  Like most government agencies, we don’t send out many messages to the public without first going through a series of concurrences, and of course, this timeframe is not acceptable in the eyes of the public.  Coincidentally, I spoke with NASA’s Chief of Staff last week, and he informed me that the Deputy Administrator started a blog over the summer that is addressing many of the issues that concern the public.  I would like to hope that in the event of another accident, the Deputy Administrator will be one of the first to make a statement on behalf of the agency.

In contrast to blogs maintained by agency and company leaders, surprising to me, character blogs were overwhelmingly deemed lame by bloggers.  I can see why, but I thought it was a fun PR technique, as long as the consumer is aware that it is for promotional purposes.  I do, however, agree that a character blog written by PR staff is far less convincing than a blog written by a real person.  After reading about Vichy’s experience with character blogs, I was compelled to check the status of Vichy’s weblog, but couldn’t locate the site.  Of course, I was able to learn a little more about Vichy’s products during my search, so it wasn’t all in vain.  Fortunately, the blogosphere is forgiving.  Mistakes such as character blogs can be forgiven with an apology paired with action, just as Vichy was forgiven after acknowledging the company’s lack of understanding.

Blogs are steadily evolving.  The growth process started with search engines that contained the ability to search blogs for information.  More recently, RSS has become a steadily growing phenomenon allowing people to access blogs of various topics for as long or short as the reader would like.  Advertisers are also posting ads that are RSS-enabled, which is great for people who are trying to gather information on a specific product for a certain amount of time.  Unlike with e-mail, once you unsubscribe the messages really stop.  The next level of blogs is podcasting, which is another way of saying an audio blog.  Podcasting is growing even faster than text blogging and forecasters predict that it will only get better.  NASA is now using podcasts to discuss agency news, developments in space, student opportunities, and much more.  As also mentioned in the book, it is difficult for the agency to see a definite return on investment, but if there is a chance that podcasts are encouraging people to take an interest in science, technology, engineering, and mathematics, it is definitely worth a shot.

Scoble and Israel managed to write a book that relays true passion for blogging and encourages others to also find passion in the act.  This book does an excellent job of explaining just how important blogging has become to our society.  I am definitely looking forward to seeing how blogging continues to evolve.

What’s Underneath Can Really Lift You Up

Naked Conversations explains that blogging is all about showing the world who you are underneath it all—hence the title. 

Scoble and Israel discuss how many people assume that blogging is a fad due to its sudden popularity, but the way that it has transformed communication is undeniable, and will surely leave an impact on the way people communicate even if the system as we know it today evolves.  I think the premise that blogging is a fad is similar to one of this week’s hot blog topics, which discussed Microsoft’s Steve Ballmer’s comment that social networks will eventually go out of style.  His explanation was that anything that appeals to the younger generation typically lacks the longevity to sustain its popularity.  I believe that the key is to keep things interesting.  Very few people would continue to find enjoyment going to Myspace daily year after year to see the same features and applications just as very few people would continue to find enjoyment playing the same board game daily year after year.  You have to keep blogging interesting for it to succeed, just as you would with anything else.  Blogging, however, has another advantage over social networks in regard to its longevity and that is its influence.

It’s sporadically mentioned how the word of mouth concept has also proven to be incredibly influential; in fact it is presented as the most effective means of getting your message across.  ICQ is a major example of its power.  The instant messaging product started out between a few friends, but within two years, the service had spread to so many users that AOL purchased the company for $287 million dollars.  Blogging has taken instant messaging’s place as the “last great killer application,” but it is still an amazing application that has changed the way people communicate. 

Blogging has proven to be an effective business communication tool, and a company that has benefited significantly from its onset is Microsoft.  Not long ago, the company and its leaders were despised by many, but the adoption of blogs by employees helped to prove that the company was not the “evil empire” that everyone claimed.  I have to question the objectivity of the section of the book discussing Microsoft considering one of co-authors was brought on to save the company’s image by heading up their blog, but regardless, I am sure the fundamentals of the lessons to be learned remain the same.   

One reason why blogging to save the company’s image was effective was that blogs are generally perceived as being straight-forward and personal, and when you compare this against a company that sends out press releases to improve their image, there is no real comparison as to who the public will place the most trust.  Reading information written by real people versus PR staff is more effective for gaining the public’s trust.   

The perks of blogging are of course used for more than just fixing an image, it’s also used to build them.  The authors discuss how companies like Stonyfield Farm used blogging to enhance their image and gain loyalty from customers.  The company developed blogs written by the owner, parents, a farmer, and a professional writer in order to facilitate communication between the company and the consumers to which they cater their products.   Blogs are also useful because executives are able to speak directly to people, telling their story or explaining their side of a story that has already been presented to the public by other outlets.  Afterward, they are able to receive immediate feedback from readers.  Many readers also appreciate the immediate feedback feature with blogging.  Before, when people were limited to responding to print organizations, their only option was to write a letter to the editor, which could take weeks to be printed, and even then it could be edited, so your true thoughts were not necessarily conveyed, and if they were, they did not always reach your audience, since not everyone reads these letters consistently.  Blogging is an efficient way of ensuring that readers hear exactly how you feel on a topic. 

Top executives are now able to speak directly to company employees, and vice versa, allowing for a better flow of agency communication and better understanding and reverence throughout the various levels of the organization.  Companies are also able to reach new audiences due to blogs.  The tool helps people to establish a reputation for themselves and in turn, their product.  People first develop trust for the blog writer, and trust for the product soon follows once people trust you and your expertise.  

Blogs are undoubtedly beneficial, but I question exactly how effective they are for targeting mainstream America considering the book discusses how different bloggers are from the rest of society.  When discussing how Microsoft’s image has improved due to blogging, the authors quote Wall Street Journal’s Mossberg as saying, “the security crisis has undone much of the good Microsoft did in improving it’s image—at least in the mainstream community, where most people don’t read technology oriented blogs or attend technology conferences or post their feelings on web pages that Google can search.”  Does this imply that blogs exclude this segment of the population?  Chapters 1-8 do not discuss how or if the effectiveness blogs have on readers will trickle down to the general population, but I hope there is a section in the remainder of the book that addresses this issue.

Reading and writing blogs is dependent on a person’s background and present situation.  The amount a person blogs is explained to be dependent a few aspects including a country’s cultural beliefs toward open communication, (if the blog is work-related) their work environment, and Internet accessibility.  For example, the Chinese are typically more reserved in regard to discussing personal maters, which explains why the country lags behind in blogging. 

On top of the previous reasons listed, blogging is still a relatively new concept, and because of this, additional time is needed in order to gain the attention and respect that it deserves from the general population.  Regardless of what the current limitations are, I believe blogging will continue to grow; however, I predict that the application will evolve to meet the needs of a larger audience.