The Blogosphere: The Role of Blogging Within The Spectrum' of Online Music Journalism

The Blogosphere: The role of Blogging
within the spectrum of online music journalism
Luke Tregunna
BA Honours in Popular Music
University of Glamorgan
Cardiff School of Creative and Cultural Industries

May 2012
Abstract
The purpose of this project is to study the online community of music bloggers to find their
role within the spectrum of online journalism. This project attempts to approach research in a
different way, by gathering opinions from key informants and participants of the online
blogging community. By researching the area though qualitative and quantitative research
methods, original data will be gathered and combined with existing theory to answer
questions already raised in this area.
The project uses self-completion questionnaires sent out to a sample of bloggers, probing into
areas such as motivations, audience, content and interaction. Similar areas are covered in selfcompletion questionnaires sent out to the blog users. An online observation is also carried
out, studying these blogs from a users point of view but also to study the state of music
journalism on the internet.
Some results are very varied while others show strong correlations. From these a conclusion
has been drawn. The blogging community is one that thrives on appreciation and respect
between its members. The bloggers motivation is to have a voice within this community
and to reach out and connect with like-minded people who share similar tastes and opinions.
Dealing mostly with niche, unique or under-appreciated music the bloggers go against
mainstream ideologies, posting about what they find interesting outside of the mainstream
music markets. By utilizing Web 2.0 technology and practices, together, they have provided a
vast source of reviews and information that has a dedicated readership.
Contents
List of figures
iv
Acknowledgements
Dedication
vi
Declaration
vii
1. Introduction
2. Literature review
3. Methodology
15
4. Findings
25
4.1
Self-completion questionnaires to Bloggers

4.1.1 Motivations
4.1.2 User/Industry interaction
4.1.3 Use of social/web based media
4.1.4 Advertising
4.2
Self-completion questionnaires to Users

4.2.1 Sources
4.2.2 Content
4.2.3 Interaction
4.3
Observational Findings
4.3.1 Number of posts per day
4.3.2 Similarities in posts
4.3.3 Advertising
4.3.4 Content on blogs
4.3.5 Referencing to other blogs/websites
5. Discussion
38
6. Conclusion
45
Appendix A
viii
Appendix B
ix
Appendix C
Bibliography
xi
List of Figures
4.3.1 A graph showing the average number of posts per day from the website sample, p30.
4.3.1 A graph showing the average number of posts per day from the blog sample, p30.
Acknowledgements
I would like to thank Mike OHara and Ben Challis for their help and guidance in this project.
Also all the bloggers and music fans who I contacted and who took the time to reply and
offer their valued opinions on the subject and Zoya Feldman at Hypemachine, all the
information was appreciated.
Dedication
I would like to dedicate this dissertation to the people who have helped me through the final
year (in no particular order)
Jack Barnett
Ceri Jones
Mari Tinmannsvik
Zoe Tough
Callum Lee
Rene Temple
Samantha Bull
Also everyone that has made this the best three years of my life!
Declaration
I declare that all the work presented in this dissertation is my own. Any work of other authors
that is discussed or referred to within this document is clearly cited as such within the text
and is referenced in full within the bibliography
Chapter 1 Introduction
Blogging has become a popular way of expressing opinions on music to an online
community. This research project plans to shed light on this popular online practice,
gathering information from the people involved. Although recognized as an aspect of modern
day culture, a study into what motivates the people behind these blogs and what role the
blogosphere plays within the spectrum of online music journalism has never been carried
out in this way from the participants point of view. Throughout the project, questions will
be raised about all the contributing theories and where possible, answers will be given.
This research benefits studies in the areas of Web 2.0, online communities, citizen
journalism, participatory culture and music journalism by collating theories and ideas that
already exist and combining them with original research to draw new conclusions. Offering a
different approach to research in this area.
After the initial boom and popularity of blogging over 15 years ago, the blogging
world has evolved and in recent years has started to be respected as a valuable source of
information, one in which has become a career for some and identity for others. This means
that this study is taking place at a time where the blogosphere has become very important to
the people involved and also important within the online world.
From data gathered through questionnaires and observation, this study wants to
answer the question: What is the role of blogs within the spectrum of online music
journalism? During this, address questions about motivation, popularity, community and
content of blogs.
I believe that many people run blogs displaying their personal music opinion as part
of an identity, believing that their taste in music is somewhat superior to their peers. This
will be done by utilizing Web 2.0 technology and by immersing themselves in on online
community.
Chapter 2 Literature review
To find the role of music blogging within the spectrum of online journalism I will first
have to examine the existing theories concerned with this area.
The introduction of the term Web 2.0, coined in 2004 after the dot-com crash (by
Dale Dougherty and made popular by OReilly media and MediaLive International) became a
useful conceptual umbrella under which the new generation of web applications could be
huddled. Although it has become a catch all buzzword to describe any kind of online activity
or technology, OReilly media has defined its outlining characteristics as - utilizing collective
intelligence, providing network-enabled interactive services and giving users control over
their own data (Madden, Fox, 2006). Under this conceptual umbrella can be huddled online
businesses and activities such as social networking (Facebook, Myspace), Blogging
(Blogspot, Wordpress), Wikis (Wikipedia, Wiktionary) and alike. Its a platform powered by
user-generated content, information sharing, user-centred design and collaboration.
Its easy to get lost in the terminology of Web 2.0 and its limitations and capabilities
are so vast and forever changing, its difficult to define it by boundaries. Attempts to do this
demonstrate symptoms of a work in progress and the definitions of the boundaries seem
forever changing, as Web 2.0 changes. These definitions may not provide completely
watertight boundaries for the theory of Web 2.0 but they do offer some useful starting points
for my research.
Allen (2008) categorizes Web 2.0 under four headings:
Design and functionality,
Business models and advertising,
Creating a new kind of media consumer (or Produser, Bruns, 2008),
Democratization of the web.
Design and functionality along with creating a new kind of media consumer are most
relevant for research, the changing design and functionality of the web has allowed for the
increase in user-generated content and as a result of this a new kind of media consumer has
been created, one that now creates and actively seeks out new music and news. Though the
other points (business models and advertising, democratization of the web) are valid and can
produce some interesting questions.
It would be interesting to look at blogging from a business point of view Can a music
blog, that relies mainly on popularity and advertising be a successful business for one or a
group of people? Or, have music blogs now become a valuable asset that need to be
harnessed, in some way, by the music business? Have they already been harnessed by the
profitable companies to sway public opinion?
In his later work (2009) Allen provides some similar, yet, more defined boundaries. But
in a twist on his previous work explains how Web 2.0 can be seen from four different
perspectives, which may be a better way to approach the Web 2.0 platform:
Primarily technology,
new approaches to creating information,
empowering users to interact with content,
Focus on the meme-like qualities of the web.
A focus from the perspective of seeing Web 2.0 as primarily technology would raise
some interesting questions and it is appropriate to touch on this in the research. Asking what
Web 2.0 technologies and applications bloggers are using to enhance their blogging
experience.
However, it must be made clear that the technology really just supplies the tools. Its the
new approaches to creating information and empowering the users to interact with content
that have created the new kind of media consumer (mentioned in the Allen, 2008 study) and
in many cases - the blogger.
On par with Allens theory of the new media consumer is Bruns theory on the produser
(2008). Basically the same idea In this new shared, networked environment (Web 2.0) the
boundary between producer and consumer has broken down allowing all users to be
producers and consumers of information and knowledge. But interestingly, Bruns praises the
technology of Web 2.0 that has changed information in recent years, making the information
accessible, shareable, networkable, remixable and extensible. Bruns has taken the perspective
of Web 2.0 being primarily technology (Allen, 2009) and backs the importance of
technology to the produser. In relation to this research project this is helpful, a full
exploration of the role of technology isnt necessary, but as mentioned it is very important so
drawing on the existing work by Bruns and Allen can help here.
Theories about what Web 2.0 is and where it is going, what it means and (interestingly)
what it isnt are vast and display some very scattered theories. A full exploration of the Web
2.0 theory would be endless and ultimately useless for this research (as there are more
important theories to mention) so its important now to move on from Web 2.0 and look at
some of the theories and ideas that Web 2.0 has spawned, or at least made popular . These are
all ideas that contribute to the idea of blogging convergence, citizen journalism, online
communities, and participatory culture.
Henry Jenkins has written a lot about convergence and participation within the fan
culture. Jenkins describes convergence as
The flow of content across multiple media platforms, the co operation between
multiple media industries, and the migratory behaviour of media audiences who will
go almost anywhere in search of the kinds of entertainment experiences they want
(Jenkins, 2006:2).
One point made links nicely to the approach to this research and echoes some theories
mentioned previously about Web 2.0. Jenkins argues that convergence shouldnt be seen
primarily as a technological process that brings together multiple media functions, but instead
as a cultural shift as consumers seek out new information. Convergence occurs through
individual consumers and their social interactions with others, with the added incentive for us
to talk among ourselves about the media we consume. This has become an alternative source
of media power and we are learning how to use that power through our day-to-day
interactions with convergence culture (Jenkins, 2006).
This leads on to Jenkins work on participatory culture, Jenkins definition shares some
of the aspects of other theories - Bruns theory of produsers and Allens theory of the new
media consumer but with more focus on networking and Pierre levys term collective
intelligence, a bi product of participatory culture - the idea that None of us can know
everything; each of us knows something; and together we can put the pieces together if we
pool our resources and combine our skills (Levy in Jenkins, 2006:4).
Jenkins (2006) describes participatory culture as one:
With relatively low barriers to artistic expression and civic engagement,
With strong support for creating and sharing ones creations with others,
With some type of informal mentorship whereby what is known by the most
experienced is passed along to novices,
Where members believe that their contributions matter,
Where members feel some degree of social connection with one another (at the least
they care what other people think about what they have created).
Whereas Schafer (2011) says participatory culture has been built up from three
interrelated components
narratives and rhetoric developed and distributed in popular and scholar discourses,
specific technological qualities,
specific media practices (Schafer, 2011: 167)
The idea of participatory culture is going to be important in this research, as blogging

virtually embodies this idea. When analysing all of these theories together a picture is painted
of a culture that relies heavily on networking, user-participation, creation, appreciation
amongst users and primarily a driving motivation that has yet been explained. My research
will take an insight into the motivations that power these online communities and the
individuals taking part in these practices.
With some emphasis being on appreciation amongst users and the urge to create and share
creations with others the phenomenon of online or virtual communities have flourished. A
virtual community is a term that has come to loosely designate all groups or networks that
enable individuals to communicate with each other on the internet (Song, 2009). This
statement seems simple enough but the workings of these communities go much deeper than
communication over the internet and already important questions are raised:
How can a "community" - something traditionally understood as physically embodied

and rooted in a particular locale - be "virtual"? How do computers that send and
receive data from a remotely located server create belonging, collective action, and
even interpersonal intimacy? (Song, 2009:1).
What is the motivation to join and participate in a community that is fragile,

temperamental and ultimately created in the head of the user? Song (2009) believes it is the
paradoxes of a virtual community that are so appealing to users. With a virtual community
the users can experience all the benefits of communal life with none of the burdens. The users
can reveal their 'true selves' free from judgement and with little social repercussion. Also,
alternative identities can be formed to similar effect. It's a perfect environment for people to
voice their views and concerns - without a doubt this carefree environment plays a vital role
in the participatory culture online and making it so appealing the people who use it, for
whatever reason.
The music blogging community is an example of a virtual community. Like every

community it thrives on common values and beliefs, shared interests and interaction, with an
unspoken set of rules and unique ways of showing appreciation to other users (Song, 2009).
Citizen journalism is a theory that has emerged in the last decade that is changing the face of
reporting. In the press-based online communities, citizen journalists are creating a network of
news sites that internet users are staring to trust (see award winning site Blottr) - especially
within the music business. But will these citizen journalist sites ever be more popular than the
mainstream music press?
Where is the line that needs to be crossed to say whether a piece of reporting is
amateur quality or professional quality? Using the South Asian tsunami in 2004 as the
decisive moment, Allan demonstrates how citizen journalism tested the barrier between
amateur and professional journalism, when citizen journalism became a prominent feature on
the journalistic landscape. The amount of first person accounts of the disaster, camcorder
footage and mobile and digital camera-shots uploaded to personal blogs and web pages all by
ordinary citizens had the news organizations in an awkward position. These corporations
were now relying on 'amateur' material in order to tell the story (Allan, 2009).
Allan points out that the extent of citizen journalism revolves around crisis reporting.
However, with media consumers now actively seeking out their own news, what makes this
report any more important, to the individual, than an album review or an informative piece on
a favourite band? If the big news corporations have had to rely on 'amateur' reporting for one
of the biggest stories of 2004, what's stopping the music press from relying on amateur
reporting to find the 'next big thing'?
These possible questions and theories need to be looked into to analyse the current
state of blogging, the importance of blogging within the spectrum of online journalism needs
to be recognised in order to relate and understand any research and findings. A blogging is
now continued to be explained using different theories and ideas, some of the background
theories already mentioned will re appear Participatory culture and media, communication
and networking, readers becoming creators, social media.
Rettburg explains how the term weblog (or blog) has become a common word in the
language of todays mainstream media and how they have made their way into our
consciousness at a remarkable speed. They are emblematic of a shift in uni-directional mass
media to participatory media, part of the history of communication and literacy, part of the
current change in journalism, marketing and social networking. Founded upon links, building
connections between related issues drawing on disciplines such as media studies, technology,
sociology and literacy studies, furthermore becoming a lens with which to see how these
fields have developed (Rettburg, 2008).
Music blogs first emerged as a manifestation of fandom that soon replaced more
traditional forms of independent media, such as fanzines, because of social and
cultural shifts in music scenes caused by technological developments such as the
internet, in the first place, and Web 2.0 after. (Jetto in Mousoutzanis et al, 2010:69)
The blogging trend grew at a remarkable rate; understandably reporting on such a
large scale came with an unforeseen power to sway public opinion. Links have been made
between blogging and certain consumer activity. A study by Abel et al. References the work
of Y Liu et al, D Gruhl and E Sadikov et al. who claim that the analysis of blog data can
potentially be used to predict the success of a product (2010). Abels study reflects this,
saying that feeding an algorithm machine with blog data can increase a correct prediction
about the success of a product by 20%. This idea that the blogosphere can predict the success
of a product demonstrates the power it has. However, Abel fails to explain how genre or
origin of the music or film affects these trends. Only stating that distinguishing between
genres can improve the precision, not explaining how and with which genres (Abel et al.
2010).
This is one example of researching one aspect of the blogosphere, but its done from
an observational standpoint, collecting numerical data. This research project wants to utilize
the accessibility of the internet to gather data, but more importantly monitor the blogosphere
from the bloggers and users point of view.
The reason this is important to mention is because of a theory by Dewan and

Ramaprasad (2007) who examine the inter-relationship between music blogs, consumer
music sampling behaviour and album sales, believing the relationship between music
blogging and sales differs between the mainstream and the tail (the tail is the large number
of niche markets whos demand is now rivalling that of the mainstream market). Concluding
that blog users in the tail are more open to suggestion than the mainstream and willing to try
new music.
The report by Dewan et al. although presented as interesting only really highlights the
habits of todays new music consumer and doesnt offer anything that isnt obvious when
really thought about. However, it does bring to attention the role of a music blog and
questions the success of blogs in different markets. Is it possible that the music blog has more
authority when discussing certain genres of music? Or does the mainstream market simply
not have place for citizen journalism on such a mass scale?
Like the study by Abel et al. (2010) this study of an aspect of the blogosphere collects
data from an observational point of view and relates it to another study area. It uses different
research methods to this project.
One affect of the blogosphere, is what Jennings calls 'the dilution of the authority
associated with editors and intermediaries' (2007:83). Before the internet was opened to large
scale commerce, intermediaries or 'gatekeepers' were responsible for deciding what music
became successful in the public's opinion. But now consumers have a way of voicing their
opinions on products via blogs and wikis, how important have the intermediaries become?
(Jennings, 2007). Jetto believes that blogging hasnt diluted the authority of intermediaries,
but in fact replaced it, becoming the intermediaries between fan communities and the music
industry (2010:70).
Will the old style of reporting ever be replaced by blogging? Will the music audience
ever be converted to appreciate the power of blogging?
Glenn Peoples (2012) discusses the fact that on many online news sites, the album
review section has been dropped with little or no repercussions, in some cases the readers
didn't even notice as they stopped paying attention a long time ago. Peoples blames social
media, the fact that online there are more available sources to discover and hear about new
music that music fans are abandoning the traditional press in favour of blogs and other online
sources.
This seems fair enough, people are favouring the convenience of the internet for their
news and music. However, an article by Bruce Houghton on Hypebot.com shows site traffic
for Pitchfork.com decreasing over 12 month period. With Pitchfork being one of the most
popular music news sites on the internet, why is there a decrease in site traffic? Pitchfork has
become very genre specific, dealing mainly with obscure American Indie bands and praising
some lesser-known greats of the music industry. Could it be that people are no longer buying
what Pitchfork is selling? Has Pitchforks 'cool factor' simply dropped as the music it
promotes becomes stale or less popular?
Could it be that the nature of blogging is to go against the norm? Is the attraction of
blogging to rival the commercialism of mainstream journalism? And when the blog reaches
mainstream recognition is it then immediately uncool? Pitchfork isnt a blog per se, but
these questions can be applied to blogging.
Bruns (2008) believes so. Stating that the produser uses these technologies (Web 2.0
technologies) to bypass the stranglehold of the industrial model (Bruns, 2008:387)
highlighting the fact that the industrial model is not the most socially beneficial approach
available to discuss, share and report news.
These are the first theories that hint towards the motivations of bloggers to rival the
commercialism of mainstream journalism perhaps? Or To bring attention to niche music, but
then why the drop in Pitchforks site traffic? If no ones reading the popular sites or traditional
press for their music news where are they getting it from?
Are people still interested in music news or do they just want the music, quickly and
conveniently? This is a question that has a lot of evidence to suggest that in fact, people are
only interested in the actual music now. The amount of applications, programmes and Web
2.0 technologies that have started up in the last few years are possibly the strongest argument
for this. Sites such as Hypem.com, which aggregate music from a large collection of blogs
focus only on the music being posted and with over 30,000 views a day its popular
(Heilemann, 2007). Links to the blog are made available, but the chronological flow and
sheer vastness of the site detract from these links, keeping the users focus on the music.
Applications such as Spotify aim to catalogue and make available millions of songs at the
click of a button and are becoming increasingly popular, integrating with Facebook and
adding email and social factors to the app have made it easier to share the music, just the
music.
This possible shift in demand for music over music news is an area to research and
leads on to the main question of this project, what is the role of music blogs within the
spectrum of online journalism? What is the motivation to put time and effort into a blog for
little or no appreciation? Or are there people that appreciate a personal view on music? What
are these blogs posting about and is it just all about giving music fans song after song, or is
there opinion in the writing too? Does the modern music fan want to see opinion in the
writing or are they just interested in expanding their music collection?
Now that I have researched the area, taken into consideration the theories and
discussed them to produce some researchable questions I now need to apply what I have
learnt to formulate a methodology that will effectively address what I believe are the gaps in
research.
Chapter 3 Methodology
I will now explain my chosen research strategy, design and methods and discuss why
and how these are best for my research. As I will be dealing with peoples opinions and
interpreting an environment, I believe the best results will be gathered through a mixture of
qualitative, quantitative and observational research methods. My main area for research will
be the blogosphere and the people that make up that community, however to put my findings
into some context I will build up knowledge of popular music news websites. This will give
me something to compare my findings to, without a comparison aid I will not be able to
determine the bloggers role within the spectrum of online music journalism.
By employing a systematic observational approach (Denscombe, 1998) I can interpret
the environment for myself, by following an observational framework I can draw consistent,
reliable results from my research. A qualitative approach will best aid me in gathering data
about opinions, motivations and views. Through the same method I will gather some
quantitative data, this will mainly be to gauge the amount of hits on the blogs and how often
theyre updated (it will contribute to findings, but the most usable data gathered about these
subjects will be from observation). These can then be coded and cross-referenced to draw
conclusion, I will explain my methods in more detail later.
After my results have been gathered I will employ a coding system based on my
literary research. This will help relate my findings back to previously discussed theories
adding validity to my findings and making for more accurate conclusions. In my results stage,
all connections between my results and coding will be shown.
Any quantifiable data
gathered from observation will first be averaged and then displayed in either graph form or
explained in the same way. After my results have been organised into a workable form, an indepth discussion of my findings will start to draw some conclusions and answer some of the
questions raised in my literature review.
I believe following a cross-sectional design will be most successful for the observational
part of my research. A cross-sectional design entails the collection of data on more than one
case at a single point in time in order to collect a body of quantitative or quantifiable data in
connection with two or more variables, which are then examined to detect patterns of
association. The cross-sectional design is defined by four points:
More than one case,
At a single point in time,
Quantitative or quantifiable data,
Patterns of association (Bryman, 2012).
With my research I will be studying 30 blogs. I couldnt study the whole blogosphere due
to its size, but I believe 30 blogs will give me a varied enough sample to work with. To
ensure my data can be cross-referenced I will be studying the blogs I receive questionnaire
replies from. These 30 blogs will be gathered from a search in an internet search engine. If I
dont receive 30 replies I will make up the numbers by picking blogs at random from blog
aggregator hypem.com. To pick my sample of websites for comparison I will use the top ten
results from an internet search engine, I understand that this approach to gathering the sample
is flawed but as its only purpose is to create a comparison tool I need to have the most
popular sites in my study. I will then follow a systematic observational framework
(Denscombe, 1998) to help me collect the same data everyday over two weeks (see appendix
A.1). I will start my observation at 12 oclock midday everyday and study the posts on the
news tab of the websites and the blog posts from the day before, this eliminates any chance
of missing a post.
Its important to have reliability, replicability and validity to my research design. Bryman
examines these in relation to the cross sectional design.
Replicability in the cross sectional design is likely as procedures from selecting

respondents, administering research instruments and analysing data are spelled out.
Internal validity is weak. Cross sectional design is more likely to provide

associations rather than actual findings.
External validity is strong, especially when the data collected has been taken from a
random study (Bryman, 2012)
The fact that the observation will be of an online community benefits my research greatly,
reducing factors such as ethics and access. This will be the only part of my research where I
will be adopting a covert role, the advantages to this are as follows:
All issues to do with access are eliminated or reduced drastically, I will not have to
gain permission or seek entry to the social setting. As this is online observation and
will be the study of Blog/websites I will not have to seek entry at all as the purpose of
the blog/website is to be seen and accessed.
Reactivity will not be a problem either, as at this stage I will not be in contact with the
website/blog or the person/people running the website/blog.
A reduction in ethical issues (Bryman, 2012).
By employing a covert observational method I want to immerse myself in the

blogosphere for an extended amount of time and make observations of the behaviours of the
people within that environment/community. This will help me develop an understanding of
the group and the culture and further help my analysis when it comes to writing a detailed
account of my observations. By adopting a minimally participating observer role I can
maximise my observations while minimizing my interaction within the blogging culture
(Bryman, 2012).
This approach is bordering ethnography, though it is a grey area. I will be immersing
myself in a culture, using the blogs and websites in the way they are suppose to be used.
However, I will not be taking part in any of the social practices associated with this culture. I
will not be leaving comments or likes, recommending the blogs to friends or even running
my own blog and integrating myself into the community from a bloggers perspective. I will
just be observing the trends and behaviours. However, this method can only provide a narrow
viewpoint and understanding, I need to also interact with the key informants (through
questionnaires).
Observation offers the social researcher a distinct way of collecting data. It
does not rely on what people say they do, or what they say they think. It is
more direct than that. Instead, it draws on the direct evidence of the eye to
witness events first hand. It is based on the premise that, for certain purposes,
it is best to observe what actually happens (Denscombe, 1998:206).
Denscombe (1998) explains how participant observation depends on interpretation by the
individual and this can affect results. Ill need to take steps in order to reduce the effects of
interpretation on my results. Denscombe explains three factors which often affect
observational research are:
Frailties in human memory,
Selective perception the idea that the mind filters information as it receives it,
Certain attractions to actions or signals depending on personal experience and taste.
Systematic observation can reduce these variations in perception. As this study will take
place over two weeks, a framework will help to make sure the same data is recorded each
time, providing consistent results.
The British Sociological Associations approach to covert research is as follows:
The BSA is especially concerned with the use of covert methods which are most
frequently used by ethnographers. The BSA code clearly states that there 'ethical
dangers' in using such methods, namely that such methods violate the principles of
informed consent and invade the privacy of those being studied. (McNeill et al,
2005:100)
However, as the part of my research that involves a covert approach involves an
observation and study of WebPages that exist in the public domain and whos main purpose
is to be seen and appreciated, the ethical issues usually involved with covert research arent
as valid.
Using some of the theories and ideas mentioned by Allen (2008, 2009) I can build up a
list of trends to look for when observing these blogs. I will be looking for trends across the
sample, these will include:
(Users
interacting
with
content)
Similarities
in
content
Bands/Artists/Albums/Genre,
(Technology) Similarities in the social/web based media used Youtube

videos/Soundcloud clips etc,
(Advertising and business model) Amount of advertising,
(Design and functionality) Interaction from users/readers.
I should mention, the similarities in social/web-based media section is for the blogs
only. The reason for this being, the websites are typically very established companies, this
means the way they use social/web based media is so vast and hard to evaluate that it would
take up an unreasonable amount of study for this research project. This seems irrelevant as
the website observations are purely to create a comparison tool.
The second part of my study will involve gathering of qualitative and some quantitative
data through self completion questionnaires attached to emails.
I want to construct a questionnaire that combines open and closed questions, a
combination of qualitative and quantitative data gathering (see appendix, A.2). I want to
encourage the respondent to talk openly about their blogging experience/motivation/audience
but also gather quantitative data about their number of posts etc. The open questions also
encourage respondents to answer in their own terms, allow unusual responses, allow tapping
of respondents knowledge and is useful for exploring new areas (Bryman, 2012).
Im anticipating some disadvantages to the self completion questionnaire method, the
main being not being able to guarantee the number of responses I get from respondents. I can
take steps to improve my response rates:
Write a good covering letter explaining who I am, reasons for my research, why its
important, why the recipient has been selected and guarantee confidentiality.
Clear Instructions and an attractive layout
Begin with questions that will interest the respondent (Bryman, 2012)
As this approach will involve me asking personal questions about a persons work/past
time/interest, I will need to take into consideration certain ethical issues and follow an ethical
code that respects my subjects. The British sociological association statement of ethics
stresses that:
Informed consent must be obtained,
Privacy and identity of individuals must be protected,
Inflicting physical, social or emotional harm must be avoided (McNeill et al,

2005:101).
With all questionnaires that I send I will be asking if the people involved would like to
remain anonymous and also make it clear that any questions the subjects dont feel
comfortable with answering are to be left blank.
Gaining access to a sample for these questionnaires wont be difficult. Most of the people
I will be contacting will be bloggers who, typically speaking, have contact information on
their blog, at least an email address.
What I will be looking for:
Usage of their blog how often they post, how long theyve been blogging,
(Technology) What social/web based media they use, if any,
(Advertising and business model) If they allow advertising,
(New media consumer) Motivations why they started, what they blog about,
(Design and functionality) User interaction.
I will also be conducting research into the audience that these blogs attract (see appendix,
A.3). Using self completion questionnaires again I will see:
How people find out about the music they like and where they get their music news,
If this is mainly from internet resources, what sites they prefer,
What they like to see on their favourite music sites/blogs reviews, videos,
downloads,
If they interact with the sites/blogs and how successful/helpful/enjoyable they find
this experience.
Once raw data has been gathered from the self completion questionnaires, I must analyse
my qualitative data. Following the principles outlined by Denscombe (1998) I can approach
my data in the correct manner and draw some accurate and usable results.
First, it is important to understand that to draw conclusions from qualitative data all
results must avoid any kind of abstract reasoning; all results must be grounded in the
evidence that has been collected. Following on and linked to this, all qualitative data handling
can never be void of all interpretation. Similarly, introducing unwarranted preconceptions
into the analysis will be avoided. Its likely I will approach conclusions with some bias
having read and understood existing theories surrounding this area and this may interrupt my
reasoning. However being aware of this, I can harness my knowledge of existing theories and
use them to help draw better conclusions in my research (Denscombe, 1998).
Preparing, familiarising, interpreting (coding), verifying and representing the data will be
the next stage. Its encouraged to involve an iterative process during this stage, constantly
comparing codes and concepts to my reading, known as the data analysis spiral (Creswell in
Denscombe, 1998:289). Using the data analysis spiral approach is not a disadvantage but a
common practice within qualitative research (Denscombe, 1998).
Coding will be the most important practice during the interpretation stage. Unitization
(Denscombe, 1998:294)
of the data will help with coding, for my self-completion
questionnaires the unitization will be vast from one word answers (yes/no) to interpreting
whole paragraphs as an answer to a single question. I will code opinions, use of expressions
and the implied meaning of statements along with my interpreted answers (Denscombe,
1998).
My coding categories will be derived from literature. Focusing mainly on Allens work
of 2008 and 2009 I will categorize the data under headings mentioned in my literature review
regarding Web 2.0 Technology, new media consumer etc. After initial coding I will
prioritize certain data and develop a hierarchy of categories to reduce the number of codes
(Denscombe, 1998). For example, an answer about motivations that includes using youtube
videos on a post that is discussing a new album release could be categorized under
Technology and creating a new kind of media consumer.
Once my data has been presented, I can then start to apply my results to the theory in my
literature review and start to develop some generalized conclusions in my discussion section.
These will include concepts or hypotheses which may lead to a theory based on my research.
Chapter 4 Findings
In this chapter the results from my self-completion questionnaires and online
observation will be displayed. The chapter will be split into three sections for ease of reading,
one for questionnaires to bloggers, one for the questionnaires to users and one for the results
of my online observation. The subheadings within these sections relate to my coding method
outlined in my methodology and are the result of a reduction and hierarchical process
undertaken to refine my results and draw more accurate conclusions.
For my questionnaire results I will be dealing with mainly qualitative data so answers
with similar themes will be grouped together. Its important to mention again, here, that
qualitative data analysis does involve a process of interpretation. I will group the answers
together depending on my interpretation of the answers given. As for the questions that had
multiple choice answers I will group similar answers together in order to produce a
percentage mark for each question.
An in-depth discussion of these results will feature in the next chapter.

Self-completion questionnaires to bloggers
I contacted 30 bloggers with a self completion questionnaire regarding motivations,
advertising, content/use of social media and user interaction. From these 30 I got 16 replies.
Although my questionnaire was divided into subheadings I analysed the questionnaire results
as a whole, any answer given was coded to the appropriate category.
Motivations
Every answer given within this category involved the idea of having a voice and
being part of a community while simultaneously promoting bands they [the bloggers] were
fans of (Democratization of the web, Allen). Along with this came a sense of pride or
smugness, 10 out of the 16 commented on their music taste being somehow superior or, at
least, unique compared to their peers, this was always mentioned as a positive attribute.
Given this, there was always a kindness or respect for the music they were writing about with
9 of the 16 claiming their blog was no place for negative reviews.
Then and now, its been about promoting music that we think is worthwhile that is
either un- or under-appreciated ... Really it started, like I said, as a way to get my
opinion on music I loved out there. It was never anything more than that.
(tympanogram.com, see Appendix B.1)
When I started my blog the main aim was to promote artists I love but through
blogging I decided to follow a career in the music industry
(flyingwithanna.com, see Appendix B.2)

When I was 16, I got really into music and music no one had heard of. I couldn't talk
to my friends about it as they had no interest in the bands so I started a blog in hope
that someone else would care, and read it. And they did!
(flyingwithanna.com, see Appendix B.2)
My music taste is very important to me and I love talking and discussing it, I soon
realised that a lot of my friends didnt share my unique taste in bands.
(anon, see Appendix B.3)

The idea that blogging was a way to keep up with changes in technology/culture or
trends in the music/journalism industry were low with only 4 of the 16 mentioning this
(Technology, Allen). The same 4 mentioned blogging as an effective way to sharpen their
writing skills which benefitted them in other aspects of their lives, usually careers. It was a
hobby to these people more than anything else (New approaches to creating information,
Allen, participatory culture, Jenkins).
The first [motivation] is to maintain and practice my writing skills. I find blogging is a
good way to write short, quick, witty pieces about something you like.
(thesubjectivelistener.wordpress.com, see Appendix B.4)
The reason I started blogging was a fear of being left behind in terms of contemporary
music. Whereas, at the age of 15 or 16, I purposely went out with the intention of
listening to new music, by the time I was 20 I had settled onto a collection of bands
that I pretty much listened to on repeat, not letting much new music into my life. I
started a music blog to try and change this.
(thepigeonpost.wordpress.com, see appendix B.5)
The same amount mentioned that their blog was part of a career in journalism or the music
industry or they hoped a successful blog would lead on to a more interesting career.
However, no respondents said that blogging was their main source of income.
Making a living out of this has also been a motivation for this, and even before it
started being successful, being successful with it financially was still a goal
(theneedledrop.com, see appendix B.6)
I've received about 5 CD promos in the entire time I've had the blog ... - I've taken up
guest list for a gig once. I guess that was some sort of payment!
(justmusicthatilike.com, see appendix B.7)
User/industry interaction
I included questions about interaction between the bloggers and their users and the
music industry. This was to probe deeper into the bloggers role, to look at how they work
within an online community.
When asked about interaction from users (empowering users to interact with content,
Allen) the general opinion amongst all respondents was that it wasnt as much as they would
have liked. Out of the 16, 6 said they had regular contact through the blog itself (comments,
emails) while 10 said they had regular contact through social networking sites, particularly
twitter.
Yes, they [the users] message me regularly through Facebook, Youtube, and Twitter. I
respond to them as much as possible, too.
(theneedledrop.com, see appendix B.6)
I like to keep my blog free of comments. People always contact me through twitter.
(anon, see appendix B.8)
Not as much as I'd like, it's great getting comments from people and bands, it lets you
know you are on the right track and it's not a waste of your time.
(justmusicthatilike.com, see appendix B.7)

Although all bloggers said they had been contacted with suggestions for blogs (either
by bands, users, PR people) all respondents appeared very reluctant to write about these
suggestions, no response suggested they were happy to write about suggested items or
preferred to do so.
I always get bands suggested to me and I try to listen to them all, if I dont like what
Im hearing it wont make it on to my blog.
(apocketfullofseeds.com, see appendix B.9)
Not always, it really all depends on whether or not I like the music suggested.
(thesubjectivelistener.wordpress.com, see appendix B.4)
Use of social/web based media

Although this will be covered in more detail in the observation stage, I wanted to
gauge the bloggers awareness of popular Web 2.0 applications and practices and to see how
they believe they utilize them (Primarily technology, Allen).
Every blogger said they use some kind of social media to enhance their posts, with the
favourites being youtube videos and soundcloud clips. 6 admitted to having downloads of
songs available on their blogs but were adamant these were legal and allowed to be
published. None of the results mentioned linking to the bands social networking sites or
websites, though this will be covered in more detail in the observation stage.
I want people to stay on my blog as long as possible so the more I have on there
without it being too much on the eye, the better
(alfitude.com, see appendix B.10)
Photographs, SoundCloud streams, sometimes streams from YouTube, sometimes
bandcamp streams (although these arent preferred as the post doesnt then go onto
HypeMachine)
(basementfever.blogspot.com, see appendix B.11)
Advertising
This is one of the sections that can be summarized with a figure. When asked, 25%
said they had advertising on their blogs. 2 claimed it was to pay for hosting and didnt bring
them any money, another 2 claimed they had been offered advertising opportunities but
turned them down. Another 3 agreed to have advertising but made an apology for it.
No - I've no interest in making 10 pence worth of advertising revenue and littering up

my blog with adverts for Kasabian!
(justmusicthatilike.com, see appendix B. 7)
I do have advertising, but I hope its not too much

(Anon, see appendix B. 12 )
Self-completion questionnaire to users

As with the questionnaires sent to bloggers, I sent 30 questionnaires to music fans and
people I knew actively sought out new music. Out of these 30, 14 replied offering their lists
of their favourite ways of finding music, this will help draw some conclusions to the publics
use of the blogosphere.
Sources
The internet played a part in every respondents process of finding new music (new
kind of media consumer, Allen), 12 said they used websites and blogs as a primary source,
with just 2 saying they preferred forums. Magazines/newspapers were closely linked to
websites, 8 respondents said they regularly read magazines; however, the website
counterparts of these magazines were the most popular choices. Web 2.0 applications and
social media was mentioned by 12 respondents, with Spotify being the most popular, but used
as a listening device, not a way to find new music. The radio or TV music channels werent
mentioned by any of the respondents, 2 replies did say they had often downloaded music after
hearing it on a TV show or film.
Popular sites listed were NME.com, Metalhammer.com, Hypem.com, Pitchfork.com,
Drowndinsound.com and ultimate-guitar.com, each being mentioned by 3-4 different
respondents. Out of the 30 blogs I contacted to answer my bloggers questionnaire, only one
was mentioned in the users answers. This was theneedledrop.com and even then this was in
relation to the accompanying youtube channel, not the blog. One respondent made a very vast
list of, mainly foreign, blogs Fluctuat, les Inrocks, Earmilk. But added that these were more
cultural and lifestyle blogs, rather than strictly music based (see appendix, C.2).
Content
Questions were included about what content users wanted to see on their favourite
websites, this could lead to conclusions about why the users preferred these sites over others
and what had become expected from online journalism. Videos (either music videos or
documentary types) were the most popular with 10 out of the 14 expecting these, the same
number expecting song streams or samples. News (including tour dates) and reviews were
popular with 9 people wanting this, but with an emphasis on exclusivity and unreleased
material. It seemed they wanted content unavailable elsewhere. In particular with the blog
views, open-mindedness was appreciated along with unique taste, this was coupled with an
expectation to see a lot of scenes covered on the same site, 8 out of the 14 wanted this.
Interaction
The majority of respondents had never interacted with these sites in anyway
(empowering users to interact with content, Allen). None of them had interacted through
more than one channel, with the majority of interaction just being liking posts either on the
blog/site or liking a post from the blogs Facebook page. None of the respondents had ever
emailed the people running the blog or site and only 1 regularly posted comments on their
favourite blogs. Every respondent had suggested music to a friend with 50% suggesting blogs
or websites as good sources for music news to friends.
Observational findings
As mentioned, this part of my research involved some online observation of music
websites and of music blogs. Although I am looking for the role of music blogging, I need to
also understand how the more mainstream music news websites operate in order to make a
comparison. Just like with my questionnaires, my data was collected and complied to a
coding system, one with categories very similar to the coding system of the questionnaires.
As I was gathering quantifiable data, where possible I have included graphs in this section of
my findings to better illustrate the differences in data between websites and blogs.
Number of posts per day

Over the two week period, each website was viewed at 12 oclock midday and records
of how many posts were made the day before were taken.
A graph showing the

average
number
of
posts per day from the website sample
A graph showing the

average
number
of
posts per day from the

blog sample
Similarities in posts
This section of my research can be split into three sub-sections. Similarities within the
websites, similarities within the blogs and similarities over the whole sample.
Similarities within the websites were very common. The trends in news stories took
on a certain hierarchy over the two weeks. This seemed to be the importance of the story in
relation to the music world. The stories posted on the most websites involved the death of a
famous figure within the music industry i.e. the death of Jim Marshall on the 5th April made it
onto every website being observed. Secondly, award ceremonies or the anniversary of an
important music event made it onto 80% of the websites on the day it happened i.e. Guns N
Roses induction into the hall of Fame on 16th April, the anniversary of the death of Kurt
Cobain on 5th April. Thirdly, News about upcoming tours, album releases and finally were
more genre specific stories.
Similarities in posts on blogs were very rare, with just two days showing a similar
post on more than one blog. Similarities in posts over the whole sample were just as scarce, it
appeared that even when the story was high on the hierarchy it was only mentioned on the
blogs that were posting the most stories a day on average.
Advertising
Websites
All websites had adverts, while 50% had adverts not associated with music or related
companies/events.
Blogs
With the blogs, 30% had advertising. Of that 30%, 30% had adverts unrelated to
music. Others were adverts for albums, related merchandise stores, adverts for hype machine
(this is when the blog was featured on Hypemachine.com).
Content on blogs
Out of every post from the blog section, 80% contained a video (usually Youtube) or
a promotional photo of the artist being mentioned. The written pieces averaged 250 words in
length and although it was expected, there wasnt a most popular topic of discussion for
these blogs and an exact copy of a post wasnt recorded. Very rarely was there a link to the
artists social network page, though links to streaming sites such as soundcloud were present
on every blog at sometime over the period. Other links in posts included links to Itunes and
Amazon where the mentioned album could be bought.
Another popular feature on most blogs was a tags section where topics mentioned on the
blog were compiled into a list at the side of the page and also a blogroll where the bloggers
favourite blogs were listed.
Referencing to other blogs/websites
The only time another website was referenced on a website was when they were
associated through a publisher. For example, Uncut was referenced on NME, Classic rock
was referenced on Metlhammer (Future publications).
As mentioned, 90% of the blogs had a blogroll feature that directly linked to, on
average, another 13 blogs that the blogger liked. These werent all music blogs, ranging from
other media like Film and TV to hobbies and sports.
Chapter 5 Discussion
Its hard to say if the research I have undertaken truly represents the role of blogging
within the spectrum of online journalism, my sample wasnt as big as Id originally intended
it to be, but then with the blogosphere being so vast its hard to say what a perfect sample size
would be for this project. However, I have perhaps given more insight into the culture of
blogging, its practices and values and the way it works within the online community as a
whole. From my results I can draw some general conclusions and theories. One thing this
research has done is support theories already laid out in my literature review. The work of
Allen, Jenkins, Bruns and Jennings can all be seen in my results supporting the fact that Web
2.0, participatory culture and citizen journalism are playing roles in our culture, roles bigger
than we may have already realised.
I believe my research strategy was the best possible way to research the area, but like
I mentioned it should have been done on a much larger scale. Taking a more ethnographic
approach over a purely observational approach, would have given me another set of results to
analyse but that just wasnt possible for a project of this size.
I was expecting some of my results, particularly from the questionnaires, to really

surprise me. I developed the questionnaires specifically to encourage more in-depth and
ultimately more surprising answers but this was not the case.
It appears that the main motivation for blogging was to be part of an online
community, one that allows the user to show their true self. A community that allows
opinions, interests and personality to be vocalized without the fear of ridicule and that are met
by like-minded, excepting people. According to Song (2009) it is in fact these qualities that
make the online community so appealing to millions of people, so the popularity of this
answer wasnt a surprise. Jennings (2007) work, points to a case of a fan using the online
community to find like minded people and to discuss his favourite band, so this wasnt a
surprise result but I was expecting there to be a lot more arrogance to the blogging
community. Like I mentioned in my results there was a certain smugness and a feeling that
their musical taste was better than others, but it never appeared to be malicious in anyway. It
was more a feeling of uniqueness that was coupled with a desire to find people that shared
similar tastes in music and perhaps offered some appreciation of it. This idea of uniqueness or
appealing to a niche audience was reflected in the observational stage of my research,
particularly in the similarities in posts section. The blogs very rarely posted about the same
things, this is likely the culmination of two things: theyre posting for an audience that visit
these blogs to satisfy whatever urges they have to find new music and also because, why
would you post a story or an album review on your own blog that has already been written
countless times in the mainstream press? The role of the blogosphere has likely become a
platform, feeding the niche markets with material and keeping them active. They have no
interest in posting similar stories to The NME or the Billboard 100, its not what the bloggers
want to do and its not the reason the users visit the blogs.
I was expecting the idea of the advances in Web 2.0 and technology to play a bigger
role, perhaps the idea of moving with the times and embracing the ideas would be more
popular. In some respects this is true; the idea of convergence is present through all these
blogs and websites. The popular use of social media sites and web-based media on nearly
every blog shows convergence happening, but it was never recognised as an important aspect
of blogging. This is perhaps just due to the fact that blogging has now been popular for over
15 years and this embrace of web technology has become the norm.
One of the questions raised was regarding peoples desire for music news and if this
desire still exists. I embraced aggregator sites such as Hypem.com for my research, but this
idea of stockpiling thousands of songs available at a click is becoming more and more
popular and no ones questioning if this is good or bad. From my research it appears that
users arent necessarily interested in reviews anymore, very little respondents listed reviews
as something they look for from their music sources, which is surprising, but then why would
you need a review when Spotify lets you stream the album for free and you can decide for
yourself? Thats not to say the blogosphere isnt completely unaware of this fact or at least it
doesnt seem to be. The amount of videos, streams and downloads posted on the blogging
platforms everyday shows that the bloggers know people are more interested in hearing the
music than reading about it and the music has to be made available if they want to continue
getting readers. A respondent actually said I want people to stay on my blog as long as
possible so the more I have on there without it being too much on the eye, the better
(Alfitude.com, see appendix, B.10). Its this idea that gives the blogs an edge over the
mainstream music sites, the bigger sites do post videos and the occasional stream to an
album, but its happening on the blogs everyday and in quantity. Bruns mentions this, that
the produsers are using the advances in technology to bypass the stranglehold of the
industrial model, theyre giving their readers want they really want, which appears to be
access to content quickly and efficiently through entertainment.
Its this bypass in the industrial model that is perhaps accountable for the severe
difference in advertising between the blogs and the websites. Not only does advertising
hinder accessibility to the content, but its a badge of commercialism and the mainstream. If
the role of blogging is to go against mainstream ideology than there is no place for
advertising. Jetto (2010) believes that music blogs struggle to remain authentic and maintain
a level of cultural autonomy, though this contradicts my most popular motivation result
which was to just have a voice within an online community. Some bloggers said they get
money from advertising to pay for hosting of their blogs and advertising for products relating
to their blog (clothing stores, reviewed albums) was common but it wasnt nearly to the
extent of the websites. Most commonly on websites there would be three banners adds, all
advertising the same product on one page, quite often being adverts for credit cards or cars.
Allen (2008) mentions business models and advertising as being one of the key aspects of
Web 2.0, but with blogging being a phenomenon thats been born out of the possibilities of
Web 2.0 it seems to have yet harnessed the advertising aspect and if what I have theorized
here is true, it never will.
Its the sheer amount of information posted by the websites that makes them more
popular. On average these sites were posting 8 times more posts a day than the blogs and they
all involved news stories about celebrities, well known names or legends of the scene and
this was just in the news section of the website, not including the album reviews. On the
other hand, the majority of blog posts were album reviews, with streams and download links
to the album. Relating this to the report by Peoples (2012) mentioned in my literature review,
could the review aspect of music journalism have now been left in the hands of the music
bloggers?
This could be evidence that bloggings role is more review based than news based. It would
make sense; taking into account the popular idea of having a voice in the online community it
seems only logical that opinions on music would take shape in the form of a review.
However, this would go against what I originally mentioned about users not necessarily
wanting news anymore when a vast amount of music is available for listening for free. But,
this is a great example of users interacting with content (Allen, 2009). From the users
perspective too, while observing I noticed that the readers want to comment on posts and link
them to their social networking pages. Its happening across the whole spectrum but there is a
more personal feel to commenting on a blog, as if blogs welcome opinions as well as display
them. Instead of the usual brash statements that appeared over the websites comment
sections, the blogs comments section was smaller but had more appreciation and curiosity
from the readers. This offers some insight into the questions Song (2009) raises in my
literature review regarding online communities and what is the motivation to join and
participate in a community that is fragile, temperamental and ultimately created in the head of
the user? The community isnt created in the head of the user, it shares the same elements of
the strongest online communities such as those found on Facebook or Twitter as is very real.
They both thrive on uniqueness and appreciation for others views and opinions, an aspect
also shared with Jenkins theory of participatory culture. The only difference is this isnt a
relationship between one person and another or one blogger and one reader. Its a relationship
between the blogosphere as a whole with all its information and the community of internet
users that see the blogosphere as a vital source of information to be used and appreciated.
This might be the reason the blogosphere will never rival the mainstream press. In my
Literature review I raised the question: will citizen journalism sites ever be more popular than
the mainstream press? Although it may beat the mainstream on size, the blogosphere will
never be more popular than the mainstream press. Whether it has the audience to rival is
another question, it just seems so sparse in content. In the questionnaires to users a popular
answer about content was they wanted a lot of news from different scenes and thats just not
something a single blog offers. Like I mentioned, the blogosphere as a whole might offer
more information about a certain scene than one person could need but that requires a lot of
time and effort on the users part, I just dont know if that fits in with the information-ondemand nature of the internet.
I believe the blogging community with its practices, rituals and relationships has naturally
evolved into what it is today. From my research it seems that what was once quite a popular
Web 2.0 phenomenon has gone through a natural filtration process, leaving the blogosphere
occupied by a certain kind of user. On one side theres the bloggers who have found a place
to review and display their, often unique, musical taste to a community of like-minded
people. In return for this they are appreciated through a series of rituals that encourage and
motivate the bloggers to continue what they do. By using the tools made available to them by
Web 2.0, the bloggers have managed to entertain as well as communicate and through a range
of inter-connected online social platforms have built a relationship with the users of the
blogosphere, a community most are proud to say they belong to. This pride comes from what
it represents, a platform virtually free of commercialism and capitalism, and a small, yet
strong stance against the mainstream.
On the other side the users of this infinite source of opinions and information, use it to
seek out niche markets or under-appreciated music. They search to see their tastes reflected
back at them on a computer screen and they want to discuss these tastes and show their
appreciation as part of a group of fans, no matter how big or small that group is.
Chapter 6 Conclusion
This papers aim was to offer a conclusion on the role of blogging within the
spectrum of online journalism. By contacting and observing the community, research was
carried out into the people that make up the community, the motivations behind what they do
and what they use to do it. In the process more light was shed on the state of online
journalism and how it works together and the relationship between the multiple platforms for
new music and new music news. It was a study of participatory culture, citizen journalism,
online communities and Web 2.0 in action. Although it didnt offer up any real surprising
results, it was unique in that it researched the blogosphere from the point of view of the
people involved as well as with an observational approach and its validity in the field comes
from this truth.
This study hasnt supported my hypothesis, it has provided a deeper, more interesting
answer. My discussion section offers more detailed explanation of themes covered but to
summarize: I believe the blogging community with its practices, rituals and relationships has
naturally evolved into what it is today. From my research it seems that what was once quite a
popular Web 2.0 phenomenon has gone through a natural filtration process, leaving the
blogosphere occupied by a certain kind of user. On one side theres the bloggers who have
found a place to review and display their, often unique, musical taste to a community of likeminded people. In return for this they are appreciated through a series of rituals that
encourage and motivate the bloggers to continue what they do. By using the tools made
available to them by Web 2.0, the bloggers have managed to entertain as well as
communicate and through a range of inter-connected online social platforms have built a
relationship with the users of the blogosphere, a community most are proud to say they
belong to. This pride comes from what it represents, a platform virtually free of
commercialism and capitalism, and a small, yet strong stance against the mainstream.
On the other side the users of this infinite source of opinions and information, use it to
seek out niche markets or under-appreciated music. They search to see their tastes reflected
back at them on a computer screen and they want to discuss these tastes and show their
appreciation as part of a group of fans, no matter how big or small that group is.
My research was limited by size and language. Like Ive mentioned before, this
research project wasnt completed on nearly a big enough scale to draw any definite theory or
conclusion but what it has done is study the blogosphere from the view point of the people
involved. I believe that self-completion questionnaires was the best method to use to do this
as they encouraged the bloggers to speak personally and in-depth about their blogging
experience. Interviews with the bloggers would have also been a great way to probe into
motivations behind blogging and opinions on the community from a bloggers point of view,
but I had to pick the method that could be used on as larger scale as possible, in that respect
interviewing just wasnt appropriate.
An interesting avenue to take now would be to draw ethnographic research data from
getting involved in blogging to point of owning and running a blog and integrating yourself
into the community. A study like this would rely on the researchers personal experience and
I imagine, would answer questions about motivations and roles in more detail. A study into
blogs from different countries would also, I believe, bring up some interesting results,
particularly on content and community levels. I was unfortunate that I could only really
monitor English speaking blogs that could have been influenced by any number of things,
particularly culture.
So where does the research go now? An interesting question to answer would be
where does blogging go now? I proposed the idea of a filtration process that has gotten the
blogosphere to the state it is in now, but where does it go from here? Will this community
eventually be populated by so many album downloads that it will become overwhelming and
eventually useless? Or will it grow, rival the mainstream and become the main source for
music news?
The implications with any future study will be the same as I faced with mine. Also the
evolving nature of the online world means that the significance or popularity of blogging is
unknown for the future.
Appendices A
Appendix A.1
Name of
website
PPD Social/web based

media
Adverts Similarities in
posts
Reference
to other
sites
Content
Per page
T
Y/N Number Videos Stream D/loads
NME
16
70
24
Appendix A.2
Questionnaire
First of all I would like to thank you for agreeing to take a few minutes to answer this
questionnaire for me, its very much appreciated. The data collected from the questionnaire
will go towards a research project I am writing for my University dissertation. The
dissertation has been designed to discover what role blogging has within the spectrum of
online music journalism and your input will help me get a better insight into the
motivations, content and audience of music blogs.
I would like to reassure you now that if you wish, your Blog name will remain completely
confidential (answer below) and you dont have to answer any questions you dont want to.
Would you like your Blog name to remain confidential? Yes No
I have divided the questionnaire into sections; this is just for ease of reading. I do encourage
you to answer the questions as fully as possible and feel free to elaborate on any answers.
Where there are multiple choice/ yes- no answers please delete the irrelevant answers.
I have left a section at the bottom where you can add anything else that you would like to
about your blogging experience.
Thanks again, Luke Tregunna. (Third Year BA (Hons) Popular Music, Atrium University,
Cardiff, UK
Motivations
1. What would you say your main motivation for blogging was?
Or, what do you wish to achieve with your blog? (By this I mean do you like to promote bands
/artists you love? Or, do you like to inform your readers about new releases? Etc)
2. What made you decide to start a blog?
3. Would you say you have strong views about music that you like to express through your
blogging?
4. Your blog seems quite successful, has this changed your motivation for blogging since you
started?
Yes
No
If Yes, why do you think this is?
5. Do you get paid for blogging?
Yes
No
Your blogs content

1. How often do you update your blog?
Once a day or more
Once a week
2-3 times a week
a few times a month
2. Typically, what do your blog posts usually consist of? (album reviews, single reviews, artist
Bios, music news etc)
3. With so much music news and new bands emerging everyday how do you decide what goes
into your blog?
4. Are there any bands/artists that feature regularly on your blog? If so, what is the reason for
this?
5. Do you regularly use other multimedia on your blog to enhance your posts? (Youtube
videos, streaming, photos)
6. Particularly do you post download links for albums or songs?

Yes
No
7. Do you have advertising on your blog?
Yes
No
Audience
1. Who do you hope you reach with your blog?
2. Do you have a lot of contact with the readers of your blog?
3. Do your readers ever suggest ideas for posts?

Yes
No
If Yes, do you always post about whats suggested?
Information about your blog
Name of your blog:
How long has your blog been running?
Less than a year
1-2 years
3-4 years
5 years+
How many hits do you get in an average week?

Less than 10
10-100
100-300
300-500
500-1000
1000+
Any other comments?
Appendix A.3
Questionnaire
I would like to reassure you now that if you wish, your name will remain completely
Would you like your name to remain confidential? Yes No (delete as appropriate)
I encourage you to answer the questions as fully as possible and feel free to elaborate on
any answers. Where there are multiple choice/ yes- no answers please delete the irrelevant
answers.
Cardiff, UK
1. Do you regularly search for new music and music news either on the internet or
through other sources? (Please note: If the answer to this question is No then the
rest of the questionnaire can be ignored)
Yes No
2. How do you find out about new music and/or music news? If this is mainly internet
sources, what sources are these? List websites, forums etc. (if the answer is
something other than online sources skip to question 8)
1. How often do you actively search for new music and/or music news
More than once a day

Once a day
2-3 times a week
Once a week
Less than once a week
2. What are you looking out for or what do you like to see on your favourite music
sites? downloads, reviews, videos etc
3. Do you ever recommend these music sites or blogs to friends?

4. Have you ever recommended new music to friends?
5. Have you ever interacted with these sites? Left comments, liked posts, sent
emails. If so, elaborate, why did you do this? How often do you do it?
6. Do you regularly use any music based social media? (Spotify, Soundcloud, lastFM,
Facebook music pages)
Yes No
If so, elaborate on how you use them.
7. Why do you search for new music? This question is regarding motivations, I want
to know why you take the time to search for new music and music news.
Details
First name:
Age:
Any other comments:
Appendices B
Appendix B.1
Questionnaire
Cardiff, UK
Motivations
My initial motivation for starting the blog was because I saw other music blogs, and I
knew I could add something to that conversation that was going on around new music.
Then and now, its been about promoting music that we think is worthwhile that is
either un- or under-appreciated.
Sheer stupidity. Just kidding.

Really it started, like I said, as a way to get my opinion on music I loved out there. It was
never anything more than that.
blogging?
I wouldnt say my views are strong per se. I just am confident in my taste in a broader
sense. In that way, I guess its strong. But I think Im good at identifying what is
worthwhile for people to spend their time and/or money on. That sounds sort of
arrogant, but I think its really more a need to share the happiness I get from music. I
love when people catch a similar spark from a band or song.
started?
Yes
No
In some ways it has. I feel the need to get more content out to the world since were
lucky in how much music were sent. I feel like thats our responsibility for being
successful more bands entrust us with their music, so we need to be constantly
listening.
Yes
No
I suppose that depends on what you mean by paid. We get money for the ads we run,
and that pays for our hosting, but we dont get spending money from it.
Your blogs content
Once a day or more
Once a week
2-3 times a week
a few times a month
We put up 4 posts each day, Monday through Friday. We take the weekends off.
Two posts per day are just of new videos without a whole bunch of commentary. The
other two posts tend to have an mp3 or stream in them, with a bit more background on
the band and the release its from.
into your blog?
We have a policy about not needing to be the first to post new material; I like a little
more thought to go into the posts than just holy shit this is new, you have to listen.
Beyond that, I let our writers talk about what theyre into. I dont ever tell anyone that
they have to write about anything specific. So basically, its whatever were into that
day.
this?
There isnt anyone that gets regular coverage on the blog. We make a point to talk about
the local bands when they have new material, but there isnt any one band that
dominates our coverage. We try to be more comprehensive, and not just a gossip mill
for any single artist.
We always have a photo with each post, and a video if its warranted (and obviously
when we just post a video.)
Yes
No
If a song is made available for free download from the band or their label or PR people,
we will post it for downloading. Otherwise, we use soundcloud or Bandcamp streams
where necessary.
Yes
No
Yes we do. I hope its nothing thats too interfering.

Audience
We hope to reach anyone who is open to good music, or open to new music they havent
heard before.
Not really. We dont have a big community of commenters (although that would be
cool), and we occasionally get emails about the blog, but not very often.
Yes
No
Every so often someone will suggest something, but we dont ever feel that we have to
post about it.
Name of your blog: tympanogram

Less than a year
1-2 years
3-4 years
5 years+

Less than 10
10-100
100-300
300-500
500-1000
1000+
Any other comments?
Thanks for asking us to be involved. Hope our answers were helpful.
Appendix B.2
Questionnaire
Would you like your Blog name to remain confidential? No
Cardiff, UK
Motivations
When I started my blog the main aim was to promote artists I love but through blogging I decided to
follow a career in the music industry and so now my main motivation for blogging is to make
contacts, use it as a asset to my CV.
When I was 16, I got really into music and music no one had heard of. I couldn't talk to my friends
about it as they had no interest in the bands so I started a blog in hope that someone else would
care, and read it. And they did!
blogging?
No, some of my reviews etc. are opinionated but in general its just music I like, rather than music I
don't.
started?
Yes
After I found more about the world of blogging, I realised it was quite well respected to
write a music blog in terms of promotions/labels etc. As I now want to follow a career in the
industry, my blog being successful has helped me to get internships etc and I want to
continue to make it successful so I can use it in more positive ways.
When I started blogging I also didn't realise many of the perks, such as free CD's, getting
albums early, glist for gigs, festival tickets etc. which is definitely an influence on why I continue to
write a blog. It's also been a really good way to establish connections with artists, as they often know
who I am if I tell them I write my blog.
No although I have been offered.
Your blogs content
2-3 times a week
I do a lot of new music posts, and music news, posting videos etc. When I have more time I will do
album/gig reviews etc.
into your blog?
I just put on what I love!
this?
Yes there have been some bands featured music more than others. This is mostly because I
like the band a lot. Also because if the band is quite active, for example, releasing lots of new
material/videos/gigging a lot etc. then I will write about them more than an artist who
doesn't do much.
Use Youtube and Souncloud a lot. Photos too.
Yes, only if its been allowed by the PR/label/artist.

No
Audience
People who enjoy the music I am posting, promoters and people in the industry who might
consider signing/putting a gig on with some of the artists I write about.
I use twitter a lot and have a facebook which I don't really use. Sometime people will contact
me via email or comment about things they like/don't like.
Yes
No, a lot of them suggest me bands, which I always listen to but don't always necessarily write
about.
Name of your blog: Flying With Anna
1-2 years
500+ (usually 3000+)
Any other comments?
Appendix B.3
Questionnaire
Would you like your Blog name to remain confidential? Yes
Cardiff, UK
Motivations
I saw other music blogs and wanted to get involved, voicing my opinion on new music.
My music taste is very important to me and I love talking and discussing it, I soon realised
that a lot of my friends didnt share my unique taste in bands.

Like I said, I just wanted to get my opinion about new music out there.
blogging?
Not so much strong, I dont ever tell someone theyre wrong for listening to different to me.
But i do like recommending music.
started?
Yes
No
It has a bit, I get so much stuff sent to me that I feel I have to include some of that.
Yes
No
I get paid a bit but it all goes on hosting
Your blogs content
Once a day or more
Once a week
2-3 times a week
a few times a month
Usually videos followed by a bit of commentary.
into your blog?
I just post what i think is cool and worth being listened to.
this?
I try and mix it up a bit.
Usually videos and photos

No

Yes
Audience
people that want to listen to some good music that perhaps they havent heard before.
Not really, I have a few comments on posts and stuff, but nothing big.
Yes
No
Name of your blog: Anon
1-2 years
500-1000
Any other comments?
Appendix B.4
Questionnaire
Cardiff, UK
Motivations
There are two motivations for blogging. The first is to maintain and practice my writing skills. I find
blogging is a good way to write short, quick, witty pieces about something you like. The second
motivation is to expose people to the music I like. I used to spread my recommendations through
word-of-mouth or mixtapes, but blogging lets me reach a wider audience and centralizes/archives
everything I have been listening to.
I wanted to have something that demonstrated my writing other than my journal; something that
others could read and critique.
blogging?
I do have strong views about music. Although, I understand that other people have the same right to
their strong views about music. Just because I think something is the greatest doesnt mean
everyone else will.
started?
Yes
No
Yes
No
Your blogs content
Once a day or more
Once a week
2-3 times a week
a few times a month
My blog generally consists of my personal taste in music. I wouldnt say I am reviewing the
music/artist, just merely saying I like them. I try to steer away from negative posts. If I dont like
something I wont write about it.
into your blog?
I try to keep my posts short and to the point. I like to introduce who I am writing about and why I like
them and then give a sample of their music. I dont mind if the band I am writing about gets a lot of
publicity or a little; Ill write about them if I like them.
this?
I try to keep it as fresh as possible. There have been a few artists that have featured more than once
though. This is usually because I like their pre-album single and then if I really like the album when it
comes out I will write again.
Almost every post has a YouTube video are a streamed song. I also like to include pictures of the
artist I am writing about that come from other blogs. This allows me to link to other blogs and cross
promote.

Yes
No
Yes
No
Audience
Anyone looking for music they havent heard before.
Not a lot. I get comments once in awhile, usually from bands trying to promote themselves. Each
one I get I will give a genuine listen to and if I like them I will write a post about them. This has only
happened once though, with the Belle Brigade.
Yes
No
Not always, it really all depends on whether or not I like the music suggested.
Name of your blog: TheSubjectiveListener (www.thesubjectivelistener.wordpress.com)
Less than a year
1-2 years
3-4 years
5 years+

Less than 10
10-50
Any other comments?
50-100
100-200
200-500
500+
Appendix B.5
Questionnaire
Cardiff, UK
Motivations
To find the best new music that otherwise may have been overlooked.
The reason I started blogging was a fear of being left behind in terms of contemporary music.
Whereas, at the age of 15 or 16, I purposely went out with the intention of listening to new music,
by the time I was 20 I had settled onto a collection of bands that I pretty much listened to on repeat,
not letting much new music into my life. I started a music blog to try and change this.
blogging? ]
I dont necessarily say them through my blogging, as I only tend to focus on the positive tracks I
reserve the negative stuff for general conversation, as being catty online tends to have a habit of
catching up with you.
started?
Yes

At first, it was all about myself, which meant a lot of my early posts were ridiculous and would have
been of no interest to a reader. I have since deleted many of those. The reason for my change has as
much to do with me growing older as anything else. The blog is nearly 3 years old, and in that time I
have gradated university and had various terrible jobs. The blog has helped me realise that, perhaps,
I do not want to be a writer or a journalist, but would rather work at a record label this focus on
newer music perhaps reflects that, and maybe reflects my attitude towards uncovered new talent
rather than just covering whatever is being pushed by PR.
Never, not even advertisements.
Your blogs content
Every day, generally two or three times.
New bands and new tracks my favourite new tracks that Ive found that day
into your blog?
Things that I love that I feel might not have been covered by larger websites.
this?
Of course some bands are simply more active than others, while, in some cases, the band simply
knows how to promote itself. There have been times where Ive found out about music that i would
have blogged about 6 months after it came out purely because the band didnt push it enough or
do it through the correct streams.
Band imagery and soundcloud is the norm, but youtube or bandcamp if it is relevant or if
soundcloud is unavailable
Thanks to soundcloud, the band decide whether it is downloadable or not. I just post the stream,
and then if the band has set it as downloadable, readers are free to do so.

No
Audience
People who may be influenced by it and who might go on to support the bands posted about.
Whether that is some bloke wholl turn up to see some shoegaze band play in Scunthorpe or an A &
R who is going to give a band a record deal, thats great. Ideally more of the latter, though
tastemakers and people who could give me a job, if I am being honest.
Mainly through twitter. Bands looking to be covered tend to use the e-mail more often than readers.

Yes
No, there are a lot of bad suggestions/bands
Name of your blog: The Pigeon Post
3 years of and on, 18 months properly.
About 1,500
Any other comments?

No, cheers!
Appendix B.6
I want to promote music I love, exposing artists that might not have been heard of otherwise.
I was doing a music podcast for the public radio station I work at in Hartford, and it just seemed like
the right thing to do.
blogging?
Yes, very much so.
started?
No, not really. Making a living out of this has also been a motivation for this, and even before it
started being successful, being successful with it financially was still a goal
5. Do you get paid for blogging? Yes.
Your blogs content
1. How often do you update your blog? Once a day or more.
2. Typically, what do your blog posts usually consist of? Album reviews, songs, music videos, release
dates.
into your blog?
I just decide based on what sounds good to me. That's all. :-)
this?
Yes, and it's because they keep dropping material I'm interested in.
5. Do you regularly use other multimedia on your blog to enhance your posts?
Yep.

If it's a legal download the artist has allowed, yes.
7. Do you have advertising on your blog? Yes.
Audience
1. Who do you hope you reach with your blog? Music lovers. Whatever gender or age demographic
they may fit in.
2. Do you have a lot of contact with the readers of your blog? Yes, they message me regularly
through facebook, youtube, and twitter. I respond to them as much as possible, too.
Yes, all the time.
If Yes, do you always post about whats suggested? Always, no., But a good deal of the time.
Name of your blog:
The Needle Drop
Since November of '07.
Less than a year
3-4 years.
Appendix B.7
Questionnaire
Cardiff, UK
Motivations
My music blog sole motive is to promote artists I like, hence the title. I'm yet to post something just
because a pr asked me to, it'll get me a free cd etc. What's the point in that? If I can turn a few more
people on to the artists I like then I'm happy and the aim of the blog is achieved.

Really don't know, can't remember. Probably bored of seeing the bands I like play to 20 people, so
doing my bit so they can play to 21! Ha!. Really not sure, it certainly isn't for career progression, I've
a full-time job. Sometimes I wonder what I could do with the time I spend on it, but hey ho!
blogging?
I try and be passionate and create a personality, otherwise what is the point. When you get
the press releases from the artists it is amusing to read some blogs which either copy /paste
them in their entirety or steal them. Again I don't see the point. I only post positive reviews
about things I like, I don't see the reason to slag off music, if you don't like it just ignore it.
started?
No, I've received about 5 CD promos in the entire time I've had the blog, I don't publish my real
name and leave no address, I don't want to be overwhelmed with thatings that aren't to my taste.

No - I've taken up guest list for a gig once. I guess that was some sort of payment!
Your blogs content
Once a day or more
reviews, introducing pieces on new bands, vids , album news, whatever takes my fancy
into your blog?
what I like combined with what I have time for, if you only have time for one post I tend to
favour the new bands rather than established, I post new music generally.
this?
Yes, quite a lot. Because I love them! The Joy Formidable, Caitlin Rose, Veronica Falls, Lanterns on the
Lake, EMA, Zola Jesus etc etc.
Every post has a stream or video to give the reader instant assess to listen to the band
No

50.
No - I've no interest in making 10 pence worth of advertising revenue and littering up my
blog with adverts for Kasabian!
Audience
Anyone who likes decent music!
Not as much as I'd like, it's great getting comments from people and bands, it lets you know
you are on the right track and it's not a waste of your time.
No
Name of your blog: Just Music That I Like
1-2 years
500+
Appendix B.8
Questionnaire
Cardiff, UK
Motivations
Mainly to promote artists that I love and turn people onto new bands.
I think I wanted to promote the bands that I loved that I felt werent getting the recognition they
deserved.
blogging?
I try to be enthusiastic with my writing to keep the readers interested, I also only post positive
reviews, Im not here to slag off music.
started?

No
Your blogs content
Atleast once a day
Whatever I feel like, i dont have a set amount of things i post about.
into your blog?
Usually what I like, but sometimes things that i have respect for, even though i dont
necessarily like. Its hard to explain.
this?
Yes
I try and link every post to the band somehow, usually through album streams
No
58.
No, its never appealed to me
Audience
Anyone who will listen
I like to keep my blog free of comments. People always contact me through twitter
No
Name of your blog:
Appendix B.9
Questionnaire
Would you like your Blog name to remain confidential? no
Cardiff, UK
Motivations
Just to get my opinion in music into the blogging community and get involved with whats going on.
I was finding myself slipping out of the loop in terms of new music, i didnt like this so I started
seeking out new music and writing about it.
blogging? ]
I never post bad reviews, only good ones. I suppose that says something about my views
started?
Yes

I used to just post about myself, but this got boring for the readers and I didnt get any feedback
from the people reading so I started thinking what people might like to hear about and posting
about that. But i had to like it also
Nope not at all
Your blogs content
1-2 a day
Really just my favourite tracks Ive found that day
into your blog?
I try and cover stuff that might not have been covered by the bigger websites.
this?
Yeah, if theyre constantly utting out good material and I like them ill keep posting about them.
I use photos, youtube and soundcloud clips mainly.
If I do itll be a soundcloud link which usually means its been made available by the artist.

No
Audience

People that appreciate the music Im posting about and might go on to like the bands. But
honestly, Im trying to get a job out of it.
Mainly through twitter.
I always get bands suggested to me and I try to listen to them all, if I dont like what Im
hearing it wont make it on to my blog.
No, there are a lot of bad suggestions/bands
Name of your blog: A pocket full of seeds
3 years
About 1000
Any other comments?
Appendix B.10
Questionnaire
Cardiff, UK
Motivations
I listen to so much music, and I get bored of the stuff you hear on the radio so sitting down and
checking out new music every evening is something I think a lot of other people do, so its just a way
for me to show appreciation and support to new artists. Its also exciting when you feature someone
long before they get famous.
Not many of my friends were in to new music, and I think they got tired of me talking about
bands theyd never heard of. At the same time I started my blog not really knowing what it
would be about, and slowly it turned into a new-music blog, and the more I blogged the more I
liked it.
blogging?
I generally try to stay away from being too personal with my views. Just because I listen to so
much stuff- the bigger its got the more emails I get every day from labels and PR companies
to check out. So its easier to let people decide for themselves. Theres far bigger websites
and blogs out there that specialise in being opinionated- I leave that to them.
started?
Yes
The more readers and hits you get the more you get a buzz out of doing it. And its great
seeing people enjoy music they wouldnt have known about if it wasnt for you.
No but I have a t shirt line that brings me money which is connected to the music blog. I
dont do any advertising.
Your blogs content

Once a week
I listen to music throughout the week, then keep the best Ive heard and thrash out loads of
posts every Sunday which I schedule to publish across the week while Im at work.
Usually a picture, a video/sound cloud, a sentence or two describing the sound and a link to
the artist. If I dont have enough information on a band I wont feature them.
into your blog?
I listen to the first 2 or 3 seconds of a track, skip to the middle for a few more seconds and if
I like what I hear to the point of wanting to listen to the track in full, thats when I know a
band will get featured. I dont really read much behind the sound - a lot of bands now try to
glamorise their stories of how they got together, or what their sound is- but if the musics
not up to scratch then its not relevant.
this?
Usually established bands that I love- like Friendly Fires. Again, it just comes down to the
quality of the music.
Youtube and Soundcloud I want people to stay on my blog as long as possible so the more I
have on there without it being too much on the eye, the better.
Yes only legit stuff thats given to me by the labels or PR companies, or the bands
themselves.
No Im in talks with Wordpress about a new advertising scheme they want to trial with
certain blogs though.
Audience
I dont really have a target audience.
Not so much through the blog itself but through emails and the Facebook page.
Yes I get a lot of tips from readers who are friends with certain bands.
No
Name of your blog: Alfitude
1-2 years
1000+
Any other comments?
Appendix B.11
Questionnaire
Cardiff, UK
Motivations
The main motivation is sharing lesser heard music that I love some kind of weird sense of fairness. I
want the bands that I like to do better, so I write about them. I dont bother writing about news as
people can get all the news they want elsewhere. I guess I consider myself a kind of musical filter.
Theres a lot of new music around, and I try to present what I think the best of it is. It is also useful to
gain contacts and a reputation for having a good knowledge of music. Thats always useful too.
Id started reading other blogs and liked the feel and spirit of them. I had always been really keen on
new music and loved recommending music to other people, so it made sense to start a blog.
blogging?
I dont tend to write many negative things on there. Thats not the point of blogs in my opinion. If
you dont like something, dont write about it. Write about the things you do like. Of course, music
critiquing and reviewing is important but I dont think blogs are the place for it. I guess some of the
music I post could be classed as extreme in how non-mainstream some of them are, and
sometimes Im only appealing to a very small slice of the readers.
started?
I wouldnt personally call my blog successful, though noticing people read it has made me more
aware of certain things. So yes.
Im more aware of the things that I write. I know that people will read it and possibly scrutinise it. I
wouldnt say my motivations have changed so much, but there is a knowledge there that people will
read it and that it could have an effect on my career.
Not for blogging, though I am a paid music writer.
Your blogs content
I try to update daily, but now its more like 2-3 times a week.
I feature bands and new songs that I like. No news, very rarely videos, no reviews. Some interviews.
into your blog?
If something has already been heavily featured elsewhere, I tend to not bother. Theres not much
point. If I like the music, and if its not well known, Ill write about it.
this?
I dont consciously write about some bands more than others, but if I small band continues to bring
out good new songs then its inevitable theyll have more blog posts written about them.
Photographs, SoundCloud streams, sometimes streams from YouTube, sometimes bandcamp
streams (although these arent preferred as the post doesnt then go onto HypeMachine)

The songs I post are almost always legally downloadable. I dont put full albums or EPs up.
No
Audience
Anyone that enjoys the music whether they be members of the public who then go on to buy
music from the band or support them at gigs, other bloggers who then go and post about the same
band, or other industry types who then put gigs on for them, release their music, etc.
I use Twitter regularly so am n conversation with readers that way, and also have Facebook status
updates commented on etc. A decent amount fo contact.
If they are in bands themselves, yes.
No, Ill listen to it, but Im not always going to write about what is suggested.
Name of your blog: Basement Fever
1-2 years
Approximately 1,000
Any other comments?
Appendix B.12
Questionnaire
Would you like your Blog name to remain confidential? yes
Cardiff, UK
Motivations
I was always interested in music and felt i had a good opinion on new music. I liked reviewing albums
so I thought id give blogging a go and enjoyed it
I just wanted to recommend music to other people
blogging?
I guess I do, but its always good, I never write negative reviews, i dont see the point in that.
started?
yes

Just knowing that people are reading it who might scrutinize it has changed the way I write. I now
take a lot more time over, I always check spelling and make sure nothing can be taken the wrong
way.
No
Your blogs content
It use to be daily but now about twice a week.
I just feature bands that I like, usually with videos or album streams
into your blog?
Only if the music is not well known, I dont like posting about bands that are posted about
everywhere, it seems pointless
this?
I dont do it intentionally, but I have done. The only reason i would keep posting about a band is
because they keep bringing out interesting material.
Photographs and mainly soundcloud streams
I never put u full album streams or downloads, theyre never fully legal though.
I do have advertising, but I hope its not too much
Audience
Music fans, bloggers, the general public, everyone really
From twitter mainly
I dont always write about whats suggested.
Name of your blog:

Any other comments?
Appendix B.13
Questionnaire
Would you like your Blog name to remain confidential? yes
Cardiff, UK
Motivations
The main reason was to promote artists I like and also to get into the music business.
When was younger i started doing it because i wanted to talk to other people about the
music I liked, I found i couldnt do this with my friends.
blogging?
I would never write about something i didnt like, its always positive reviews
started?
Yes
No
Your blogs content
2-3 times a week
I usually just do single reviews, sometimes Ill go big and do an album
into your blog?
I just write about the music I like
this?
91.
Yeah, if i like the band a lot then theyll feature on my blog alot. Im not taking sides or anything, i
just wanna write about what i like.
93.
I Use Youtube and Souncloud a lot
Only if its legal
No
Audience
Music industry people, music fans. People that want to put gigs one etc
I use alot of twitter

Yes
No
Name of your blog:

Any other comments?
Appendix B.14
Questionnaire
Cardiff, UK
Motivations
I like to use my blog just to write, i really enjoy writing about things I love, music being the main one.
I liked that I could put up short pieces of writing and they could be critiqued by others.
blogging?
I do, but then I think everyone does and I respect that so i try not to annoy anyone with my posts.
started?
No

No
Your blogs content
A couple of times a day if I can
into your blog?
I just write about the music I want to write about, if it gets a band some exposure in the
mean time thats great.
this?
I try not to, but then if I write about a single and the albums good then Ill write about it, that
kind of thing.
100.
Do you regularly use other multimedia on your blog to enhance your posts?
(Youtube videos, streaming, photos)
101.
No
Particularly do you post download links for albums or songs?
102.
No
Do you have advertising on your blog?
Audience
Anyone looking for music they havent heard before
Not alot, its usually just bands wanted to be covered
Yes
If Yes, do you always post about whats suggested? Only if i like it

Name of your blog :Jonk music
Any other comments?
Appendix B.15
Cardiff, UK
I want to give unheard artists a chance to be heard
I was already doing some journalism work and it seemed like the right thing to do
blogging?
oh yes
started?
Being able to make a living out of it
5. Do you get paid for blogging? Yes.
Your blogs content

1. How often do you update your blog? Once a day or more.
2. Typically, what do your blog posts usually consist of?
Album reviews, songs, music videos, release dates.
3. With so much music news and new bands emerging everyday how do you decide what
goes into your blog?
I always have a few good ideas for posts on the go and just pick the best ones.
4. Are there any bands/artists that feature regularly on your blog? If so, what is the reason
for this?
Only if they keep coming up with good material
5. Do you regularly use other multimedia on your blog to enhance your posts?
Yeah, Ill usually have videos and photos.
I never post illegal downloads, but if theyre okayd by the artist I will.
7. Do you have advertising on your blog? Yes
Audience
Just a wide range of music fans, the more the better.
Yeah, I think thats an important part of it, I get contacted through facebook and twitter the
most.
Yeah, I get a lot from bands.
Only if i like it, not always

Name of your blog:
panda toes
5 years
Appendix B.16
Questionnaire
First of all I would like to thank you for agreeing to take a few minutes to answer this questionnaire
for me, its very much appreciated. The data collected from the questionnaire will go towards a
research project I am writing for my University dissertation. The dissertation has been designed to
discover what role blogging has within the spectrum of online music journalism and your input will
help me get a better insight into the motivations, content and audience of music blogs.
I would like to reassure you now that if you wish, your Blog name will remain completely confidential
(answer below) and you dont have to answer any questions you dont want to.
I have divided the questionnaire into sections; this is just for ease of reading. I do encourage you to
answer the questions as fully as possible and feel free to elaborate on any answers. Where there are
multiple choice/ yes- no answers please delete the irrelevant answers.
I have left a section at the bottom where you can add anything else that you would like to about
your blogging experience.
Thanks again, Luke Tregunna. (Third Year BA (Hons) Popular Music, Atrium University, Cardiff, UK
Motivations
Initially, I just enjoyed the writing. I think the way I would describe it would be to simply have
somewhere to write down the conversation about music that's going on inside my head.
Nothing really. I had a website already and I just started tinkering with writing some music stuff.
Mostly it was to entertain myself really, as I was shit at SEO so no-one else ever read it. My
justification at the time was that my brother, who lives in the States, could use it to read about music
I was into more frequently than the sporadic mixes I used to send him a few times a year
I didn't even realise it was a blog to begin with, actually. I had no idea what a blog was, but after I'd
been writing for two years someone showed me the Hype Machine music blog aggregator and I
realised that what I was doing was writing a blog.
blogging?
A lot of the time yes, although I tend to tone down the strong criticism of actual music these days. So
I'm happy to get stuck into aspects of music and in particular the industry - which seem wrong to
me, but I don't like to criticise bands too much as the more involved I get in the music business myself
the more it just seems mean.
started?
Yeah, that's changed over time. Initially I was quite aware of my visitor stats, and I'd know how to
game them a little and what to write about to pull in the traffic. But as I wrote the blog for longer
and longer I basically lost interest in being popular. I decided I was just doing it for me, and bollocks
to what brought in traffic, I just wanted to write about the music I was most interested in.
Not a red fucking cent.
Your blogs content

More or less once a day, although rarely on Sundays.
Either album reviews or opinion pieces on the music industry, generally. There's also a lot of stuff
about the record label and a weekly podcast.
into your blog?
If I give a fuck about it, then it goes in. I tend to ignore music news though there are plenty of
traffic-whore, news factory sites out there, the internet really doesn't need another one.
this?
If I like a band a lot and they do stuff I can write about play in Edinburgh, release new things,
whatever... - then I'll cover them a few times. Generally not too much in a small space of time
though if I can avoid it.
I have an image with every post, and I tend to have an mp3 with most of the band ones as well. I
also do Toad Sessions, which include recordings and videos and an interview which we record in our
living room.
You should never post an album download link, unless the artist has particularly asked you to. But
individual songs, I think that's a benefit to the artist, not a drawback, and I post individual songs all
the time. I also make them available for the bands on our label too, so I do practise what I preach.
No.
Audience
Anyone who cares enough to take an interest.
Yes, either at gigs, or out and about in Edinburgh. I seem to have quite a strong local readership, so I
bump into people quite a lot.
Not all that often, although I pick up suggestions from Twitter and stuff like that. As to what I post
about it still just comes down to 'whatever I feel like at the time'.

Name of your blog:
Song, by Toad
Since 2004, but only since 2006 as Song, by Toad.
3-5 thousand per week.
Any other comments?
Appendices C
Appendix C.1
Questionnaire
questionnaire for me, its very much appreciated. The data collected from the
questionnaire will go towards a research project I am writing for my University
dissertation. The dissertation has been designed to discover what role blogging has
within the spectrum of online music journalism and your input will help me get a better
insight into the motivations, content and audience of music blogs.
confidential (answer below) and you dont have to answer any questions you dont want
to.
Would you like your name to remain confidential? No (delete as appropriate)
I encourage you to answer the questions as fully as possible and feel free to elaborate
on any answers. Where there are multiple choice/ yes- no answers please delete the
irrelevant answers.
I have left a section at the bottom where you can add anything else that you would like
to about your blogging experience.
Cardiff, UK
Do you regularly search for new music and music news either on the internet or through
other sources? (Please note: If the answer to this question is No then the rest of the
questionnaire can be ignored)
Yes
How do you find out about new music and/or music news? If this is mainly internet
sources, what sources are these? List websites, forums etc. (if the answer is something
other than online sources skip to question 8)
I usually watch programes, hear music from them that I like the sound of, then
research the episode to find the songs.
Tv.com
Then I will download the music using piratebay.org using vuze torrents
I sometimes listen to a few songs on youtube.com before I download a full album
How often do you actively search for new music and/or music news
What are you looking out for or what do you like to see on your favourite music sites?
downloads, reviews, videos etc
A search bar
Do you ever recommend these music sites or blogs to friends

No
Have you ever recommended new music to friends?

Yes
Have you ever interacted with these sites? Left comments, liked posts, sent emails. If
so, elaborate, why did you do this? How often do you do it?
No
Do you regularly use any music based social media? (Spotify, Soundcloud, lastFM,
Yes
I use Itunes, Home share. I let people that are nearby listen to my music and I
listen to other peoples to find new music.
Why do you search for new music? This question is regarding motivations, I want to
know why you take the time to search for new music and music news.
I search for new music because there is lots of music out there that appeals to
me that isnt played on nation or local radio and I wouldnt get access to it if I
didnt research for it.
Details
First name: Ione Alexandra
Age: 21
Any other comments:
Appendix C.2
Questionnaire
questionnaire for me, its very much appreciated. The data collected from the
questionnaire will go towards a research project I am writing for my University
dissertation. The dissertation has been designed to discover what role blogging has
within the spectrum of online music journalism and your input will help me get a better
insight into the motivations, content and audience of music blogs.
confidential (answer below) and you dont have to answer any questions you dont want
to.
I encourage you to answer the questions as fully as possible and feel free to elaborate
on any answers. Where there are multiple choice/ yes- no answers please delete the
irrelevant answers.
I have left a section at the bottom where you can add anything else that you would like
to about your blogging experience.
Cardiff, UK
Do you regularly search for new music and music news either on the internet or through
other sources? (Please note: If the answer to this question is No then the rest of the
questionnaire can be ignored)
Yes
How do you find out about new music and/or music news? If this is mainly internet
sources, what sources are these? List websites, forums etc. (if the answer is something
other than online sources skip to question 8)
I use Internet sources, mainly blogs, such as French blogs Fluctuat, Les Inrocks These
blogs are not dedicated to music but also talk about culture, fashion, politics etc. and
this is very important for me because it shows that they are eclectic.
I also use the suggestions on Youtube, Soundcloud and Spotify when Im not inspired.
Another blog I really like is Earmilk
2-3 times a week
What are you looking out for or what do you like to see on your favourite music sites?
downloads, reviews, videos etc
Its all about a whole music experience, from the videos to interviews, through
downloads or lyrics.
Do you ever recommend these music sites or blogs to friends?
Yes totally
Yes, especially electro music
Have you ever interacted with these sites? Left comments, liked posts, sent emails. If
so, elaborate, why did you do this? How often do you do it?
I did and for me interacting with these sites is really important because theyre visited by
fans who compose a huge online community. Interacting with these sites also involves
the interaction with this community
Do you regularly use any music based social media? (Spotify, Soundcloud, lastFM,
Yes

I use especially Spotify, Soundcloud and Mixcloud. For Spotify it helps me listen
to music that I dont have in my iTunes library and Mixcloud & Soundclound are
really good to listen to mashups and remixes so when I want something new /
fresh, I use them.
Why do you search for new music? This question is regarding motivations, I want to
know why you take the time to search for new music and music news.
I think searching for new music is important for me because it helps me to
rhythm my life, to share with friends, to move on after tough situations such as
break-ups etc. Music is a part of our culture such as fashion is, or cinema etc, and
for me all these cultural aspects work together. Thats why usually Im glad to
look for new music, new clothes and brands, new films etc: looking for new
music is part of a broader cultural experience.
Details
First name: Jean Baptiste
Age: 20
Any other comments:

Really interesting questionnaire ! I hope Ill be able to read your dissertation
Appendix C.3
Questionnaire
answers.
Cardiff, UK
Yes
Facebook, YouTube, HevyPetal.com, Big Cheese Magazine, Metal Hammer.com, The Hype
Machine (Hypem.com), Red Bull Bedroom Jam.
2-3 times a week
Reviews, Downloads, Music Videos, Interviews.
Yes.

Yes
Liked posts and left comments. Only when something written has appealed to me. E.g.
Crazy Arm are touring Cardiff in September
Yes
To listen to new music when its released. Keep up to date with favourite artists.
Share my favourite bands among friends.
I like to hear something new. My personal music preferences are constantly changing and I
like to listen to something fresh and unique.
Details
First name: Kieron
Age: 23
Appendix C.4
Questionnaire
answers.
Cardiff, UK
Yes
Reading Festival Forum
Ultimate Guitar
Once a week
sites?
Reviews
Samples

No
Yes
23. Have you ever interacted with these sites? No
Yes
Spotify mainly
Have a broad sense of music
Details
First name: Justin
Age: 22
Any other comments:
Appendix C.5
Questionnaire
answers.
Cardiff, UK
Yes
Word of Mouth
Newspaper
Magazines
Television
Social networking websites such as Facebook and Twitter
Video websites such as Youtube and Vevo
Music recommendation websites such as Lastfm.com

Online music blogs
Online music magazines
Online music review sites
Online shops such as Amazon and Play
Soundcloud
Spotify
Up to date news
Tour dates and information on how to purchase tickets
Free downloads
Videos
Unreleased material
Reviews
Festival guides
Chart list
Yes, if I find a website that I believe my friends may like I will let them know about it either
via word of mouth or sending them the link using a social networking site.

Yes regularly.
I have taken part in several online surveys for music sites providing my feedback. I regularly
interact with different bands and recording artists on social networking sites (mainly
Twitter). If I see a video or piece of audio that I enjoy then if possible I will like it in order
to show support.
Yes
I have a free account on Spotify which I use quite regularly as it has an extensive
collection of music and also shows the user similar artists that they may wish to
listen to. I am a member of Soundcloud however rarely use this service unless
provided with a link by another individual. I regularly use Lastfm to track my music
tastes as it provides the user with a list of similar artists that they may be interested
in. Lastfm and Spotify also give you the opportunity to view what your friends have
been listening to which can help to find new music. I do use Facebook music pages
as well to find out up to date information regarding a band or performer.
Although I do enjoy listening to music that I have previously heard before it can sometimes
get a little bit boring or dull therefore new music needs to be found. Being a music fan I like
to be up to date on any new artists or bands as they may have a different sound to what I
have previously heard before that I like. Music genres and styles are changing all the time
therefore I enjoy staying up to date with what is most current.
Details
First name: James Spencer

Age: 22
Any other comments:

Over the last few years and with the advancement in Information Technology and the
Internet it has become a simple task to locate (and download) new music. Before the
internet I believe most individuals would have found out about new music through word of
mouth, newspapers, magazines and the television.
Appendix C.6
Questionnaire
answers.
Cardiff, UK
Yes
Usually through internet sources
2-3 times a week
A bit of everything, reviews, downloads etc
Yep

A lot
Ive only really liked a post on facebook, nothing on the sites
Yes
I use it to listen to all my music really old and new
Mainly just to keep finding new music
Details
First name: John
Age: 23
Any other comments:
Appendix C.7
Questionnaire
answers.
Cardiff, UK
Yes
Magazines, online sources like spotify, facebook, soundcloud. Blogs, forums
Reviews, samples, downloads, videos
Only if i think theyll like it
Yes, i do it alot
I usually interact with bands and artist on their social network sites
Yes
I like to use things like spotify and lastfm that show me similar artists to listen to
I like to keep up to date with new music and the artists I liked already. I find it hard to find
new music through things like the radio, so I have to go and find some new stuff myself.
Details
First name: jake

Age: 20
Any other comments:

Over the last few years and with the advancement in Information Technology and the
Internet it has become a simple task to locate (and download) new music. Before the
internet I believe most individuals would have found out about new music through word of
mouth, newspapers, magazines and the television.
Appendix C.8
Questionnaire
Would you like your name to remain confidential? Yes (delete as appropriate)
answers.
Cardiff, UK
Yes
I tend to use music blogs such as www.puregrime.co.uk, or search for new releases
using www.rinse.fm, www.egotheives.com or google searches.
I dont usually step out of my comfort zone so I generally know what music I would
like to hear. I download it, if I dont like it, it gets deleted.

Not really, I listen to different music to the majority of friends.
Some, but this is mainly when friends overhear music that I am listening to and take
an interest.
Originally because the blog required a certain numbers of posts to be performed,
but not any more.
No
When I do search for new music it will generally be using youtube.com
Recommended Videos, it makes it easy to skim through many songs and I can pick
up on new tracks/artists that I like.
Details
First name: Daniel
Age: 22
Appendix C.9
Questionnaire
answers.
Cardiff, UK
Yes
Usually blogs
Just something that makes it easy to find music Ill like, I dont want to go through loads
of rubbish
No, not really
Only if they ask, or I know theyll like it.
No
No
Details
First name: dean
Age: 22
Appendix C.10
Questionnaire
answers.
Cardiff, UK
Yes
I find some really interesting stuff on forums
Once a week
sites?
I like to see reviews with videos and some samples of the music, otherwise I dont
read the reviews. I like to hear the music before I buy it or download it

Not really
Yes
77. Have you ever interacted with these sites? No
Yes
Spotify and facebook
80. Just to listen to some new music
Details
First name: David
Age: 26
Any other comments:
Appendix C.11
Questionnaire
answers.
Cardiff, UK
Yes
Pitchfork Media, Drowned In Sound. Online blogger and reviewer Anthony Fantano has a
you tube channel called The Needle Drop which I sometimes watch. I also like searching on
particular artists websites or blogs.
Once a week

As well as the above I like to see open mindedness, I find it can be frustrating how
genre specific and self aware some blogs are so I try to follow ones that cover many
genres and a writing staff that has informed opinion.

Not particularly, I know of people who follow them but the thing I usually share is
the music I find on them, not the blog itself.
Yes lots, and vice verse.
I have never done this.
Yes
I have uploaded music on spotify and soundcloud and have a facebook page for my
band. I find facebook is a great way to keep up to date with fans and also bands that
I like because it is personable and there is an intimacy between the fan and artist.
I search for new music because I feel it is important to, without over consuming,
have an understanding of the musical landscape out there. I get excited when
reading interviews or articles on artists I like and they reference artists theyre
inspired by because it motivates me to learn about them. It is also encouraging to
often find pockets of musicians in the media who all help each other out by plugging
each other because I think a sense of community is created which, hopefully, is the
aim of all good blogs anyway.
Details
First name: David Newington
Age: 20
Any other comments:
Appendix C.12
Questionnaire
answers.
Cardiff, UK
Yes
Mainly just all the popular online music sites.
Once a week
2-3 times a week
I like to see opinion and nothing thats too genre specific
94.
sometimes
yes
no
Yes
I sometimes use spotify and facebook to follow artists i already like
Details
First name: anon
Age:
Any other comments:
Appendix C.13
Questionnaire
answers.
Cardiff, UK
100.
Do you regularly search for new music and music news either on the internet
or through other sources? (Please note: If the answer to this question is No then
the rest of the questionnaire can be ignored)
Yes
101.
How do you find out about new music and/or music news? If this is mainly
internet sources, what sources are these? List websites, forums etc. (if the answer is
I mainly use blogs, I like the range of different music you find on blogs
102.
2-3 times a week
103.
What are you looking out for or what do you like to see on your favourite
music sites? downloads, reviews, videos etc
I like a range of everything, something to listen to and read.
104.
Do you ever recommend these music sites or blogs to friends?
All the time

105.
Yep
106.
Have you ever interacted with these sites? Left comments, liked posts,
sent emails. If so, elaborate, why did you do this? How often do you do it?
I do sometimes, I think its important
107.
Do you regularly use any music based social media? (Spotify, Soundcloud,
lastFM, Facebook music pages)
Yes
I use spotify because its easier than finding a way to collect all a huge amount of
music in mp3 form or whatever.
108.
Why do you search for new music? This question is regarding motivations, I
want to know why you take the time to search for new music and music news.
I like music as entertainment and because its just a hobby of mine, I really enjoy
listening to it and searching for new music.
Details
First name: anon
Age:
Any other comments:
Appendix C.14
Questionnaire
answers.
Cardiff, UK
Yes
I know this sounds silly, but I actually get a lot of my music from TV shows that i
watch. Ill research the episode when I hear a song I like and then download the song
online.
I dont really look up music news as such
5. Do you ever recommend these music sites or blogs to friends

Nope

I suppose posting it on my facebook is recommending it to friends, so yes
Nope
Yes, I use spotify sometimes
Theres lots of music around that I wouldnt hear just on the radio, so I use other
things to find it
Details
First name: anon
Age:
Any other comments:
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The Blogosphere: The role of Blogging

within the spectrum of online music journalism

Cardiff School of Creative and Cultural Industries

Self-completion questionnaires to Bloggers

Self-completion questionnaires to Users

Chapter 2 Literature review

Design and functionality,

Business models and advertising,

Creating a new kind of media consumer (or Produser, Bruns, 2008),

Democratization of the web.

new approaches to creating information,

empowering users to interact with content,

Focus on the meme-like qualities of the web.

Jenkins (2006) describes participatory culture as one:

With relatively low barriers to artistic expression and civic engagement,

Where members believe that their contributions matter,

specific technological qualities,

specific media practices (Schafer, 2011: 167)

The idea of participatory culture is going to be important in this research, as blogging

How can a "community" - something traditionally understood as physically embodied

What is the motivation to join and participate in a community that is fragile,

The music blogging community is an example of a virtual community. Like every

The reason this is important to mention is because of a theory by Dewan and

Any quantifiable data

More than one case,

At a single point in time,

Quantitative or quantifiable data,

Patterns of association (Bryman, 2012).

Replicability in the cross sectional design is likely as procedures from selecting

Internal validity is weak. Cross sectional design is more likely to provide

A reduction in ethical issues (Bryman, 2012).

By employing a covert observational method I want to immerse myself in the

Frailties in human memory,

Certain attractions to actions or signals depending on personal experience and taste.

(Technology) Similarities in the social/web based media used Youtube

(Advertising and business model) Amount of advertising,

(Design and functionality) Interaction from users/readers.

Clear Instructions and an attractive layout

Informed consent must be obtained,

Privacy and identity of individuals must be protected,

Inflicting physical, social or emotional harm must be avoided (McNeill et al,

(Technology) What social/web based media they use, if any,

(Advertising and business model) If they allow advertising,

(Design and functionality) User interaction.

If this is mainly from internet resources, what sites they prefer,

of the data will help with coding, for my self-completion

An in-depth discussion of these results will feature in the next chapter.

(flyingwithanna.com, see Appendix B.2)

(flyingwithanna.com, see Appendix B.2)

(anon, see Appendix B.3)

(justmusicthatilike.com, see appendix B.7)

Use of social/web based media

No - I've no interest in making 10 pence worth of advertising revenue and littering up

I do have advertising, but I hope its not too much

Self-completion questionnaire to users

Number of posts per day

A graph showing the

posts per day from the website sample