Evolution of the blog genre: The emergence of the corporate personal blog

Abstract

Drawing on existing findings on blog genres, this study contributes to previous research on blogs as virtual communities and computer-mediated communication channels. Excluding Herring et al.’s [5] research on blogs as a single genre and their importance in the internet ecology, further research is needed to understand specific developments within blogging technology. More specifically, there is a gap in examining the uses of blogs in a corporate context. With a case study of corporate communication through a blog, the aim of this research is to further the knowledge of corporate blogs and to advance the theoretical understanding of that particular type of blog.