Master of Mass Communication (MMC)


Mass Communication

Document Type



The constant process of technology development offers Internet users new tools, allowing them to enjoy their right of free expression. One of the latest popular tools introduced for use by mass audience on the Internet is a weblog (or blog). There are more than 4.12 million blogs on the Internet maintained by different people with different purposes. Some of the bloggers manage to create an image that makes them "celebrities" among the community of bloggers. These are the people whose blogs are among the most well-known and also regularly linked by other bloggers. Besides, media's view of blogging comes directly from this select "A-list" of bloggers. This research intends to contribute to understanding of the characteristics of these popular bloggers. The purpose of this study is threefold. First, it adds to the knowledge of verbal and visual characteristics, as well as demographics of popular blogs. Second, this research investigates impression management tactics and strategies used by the popular blog authors. Finally, it provides data regarding the common elements of popular blogs (topics, style, visual communication elements, etc.) that create ground for future research on impression management, employing the research of blog authors and their motivations and reasoning for using particular blog elements, as well as for future investigation of popular blog readers, and their impressions and reasoning for reading the blogs.



Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Kaye Trammell