The bloggist thinks she or he is a producer, but is much more the consumer of the means of blog production. It seems to be capitalism at work in a pure form.
We have lost any last shred of truth that may (not) have been inherent in Marshall McLuhan's "the medium is the message": possibly a useful stimulus to asking certain kinds of question about media, but far outweighed by other questions we should be asking, such as:
- to whom was the message addressed, and why?
- under what circumstances was it made, and by whom?
- under what circumstances will the recipient receive and try to understand it?
Computer-based means of representation are the most conservative forms around. Most interaction is spurious, most exploration determined and led by those with all the sensitivity of a hand-held missile launcher.
The paradigm of the blog is not the daziboa, or Chin*se wall-newspaper, but the cynical, appalling letter shoved through your letter box swearing you've won millions or at least a small plastic object of negative value.