The Relation Between Blogging And Mass-Media

This paper focuses on the relation between blogging, an increasingly online growing phenomena, and mainstream mass media. As a qualitative approach, this research was based on the existing body of literature addressing the blogs and mass media, as primary source and Internet research. The major findings of this paper indicate that blogging, as a form of alternative media, can conceptually challenge mainstream media on four dimensions: ownership, funding, sources and content. From a practical standpoint, blogs can be either drafters or headliners for mainstream media, either follow a separate path and gather independent audiences. At the same time, mainstream media can respond to blogging by being cooperatively inclusive, or exclusive