In my last post I described Scollon and Wong Scollon’s model of semiotic cycles. I think I can apply the model to create an analysis of the sample’s participation in the blogosphere. It comes from what I’ve read in bloggers’ posts and comments, and also in my interviews with some of the bloggers in the sample.

I start by outlining four phases in bloggers’ awareness of and engagement with audiences. We might add the Scollon term, interaction order, to these. Naming them as phases may be somewhat misleading, as it connotes that there is some sort of progression from phase one onward. I call them phases as there is fluidity between them. Not all bloggers have necessarily occupied all phases, though some occupy more than one, or all of them, at some point in time.

I call the first the autotelic stage, borrowing the term from Kris Cohen (2004). A number of participants interviewed mentioned how they were attracted to blogs as a way of developing or practising a writing style and regimen. In blogging they saw a tool for writing that was much like a personal diary, yet in an exposed environment the challenge of writing for the interests of others is noted. They may be aware of a number of people who read their site, yet the main motivation is for an imagined audience, publishing written work for its own sake. Articles are posted in order to get a thought, story or opinion “out there”. These articles are posted erratically if not seldom, and are self-contained (i.e. not serialised). Tags or categories may be used, if only for the use of the blogger him- or herself, to order entries as an archive. The discourses in place, such as blog titles and texts contained in side-bars, are personal, in that they are used to create a picture of the blogger.

The second is what I call the networking phase. Here the blogger is more aware of their site’s readership, and is motivated to post more regularly. The writer is likely to more explicitly encourage comments and discussion, post articles on particular issues and themes, and either alert readers to upcoming, or apologise for previous, hiatuses in blog postings. The blog’s design and its content would not only promote the blogger but his or her readership, including blog rolls, links to information about groups and organisations that he or she may be involved in. Both posts and surrounding text contains both personal and professional content, and there may be much “filter” information, i.e. lists of links to other places on the web of interest to the blogger and known readers. Bloggers are also likely to use devices to gain more information about their readership, such as the use of side-bar poll programs and comment-based voting activities.

Next is the community phase. Here blog posts illicit long strings of comments by regular known readers. The interaction order changes somewhat as commenters respond not just to blog posts, but to other comments. Bloggers are likely to compose moderation instructions, and enforce them in a variety of ways. User registration functions are likely to be in place. Posts are less likely to be personal in favour of discussion on public issues, and are more likely to be regular, and sometimes serial. Guest bloggers are a feature, for when the blogs’ owner (or owners) wants to take a break, or introduce a new discussion topic that’s best started by a known reader. The content of surrounding text and design feature less personal information in favour of creating a group identity.

This last phase is hardly discrete, as I believe all bloggers would occupy this phase at the same time as any other. Yet there is a level of interaction other than that between blogger and their known or imagined audience. The range of blogs read by those interviewed in the sample is assumed to be more expansive than the reach of the bloggers’ own work. Bloggers bring an understanding of the global emerging church network home to their readers. Yet, rather than being at its centre, bloggers are motivated to remain “at the edge” of the conversation, focussing on issues important to them: theology of mission, faith in popular culture, alternative worship practices, technology in faith practices, etc. Bloggers see their relationship with readers as a niche in the wider emerging church blogosphere, and aim more to cement it rather than expand it.