Teaching Examples

Blogs differ by nationality
October 12, 2006, 3:56 pm
Filed under: Uncategorized

Blog readership in Europe is growing, and a study reported in the Financial Times tells us about the content:

While technology, business and politics dominate the overall rankings, personal diary-style blogs are far more popular in Europe, accounting for 43 per cent of the top blogs in Italy and 30 per cent in Europe. In France, blogs about food accounted for 19 of the top 100 blogs, although this category was insignificant in other countries.

Pardon me for being amused — in a warm-hearted way — that food blogs are so prominent in France. But you know, it’s not only a matter of great food playing such a large role in their culture — French newspapers have always been more opinionated that those on this side of the pond. They never bought into this fake “objectivity” deal that Americans go on about. So their blogs don’t need to fill the gap.

The FT mentions findings from another study, also conducted by the Edelman p.r. powerhouse:

… about 23 per cent of those in the UK read blogs, compared with 22 per cent in France and 27 per cent in the US.

In yet another study — of 213 Japanese bloggers in Japan — Edelman researchers found:

Seventy percent of respondents said that among the reasons they blog is “to create a record of their thoughts”; 63.8% said that they blog “to create a record of the information that I have gained”; and, 58.7% said that they blog “to share information I have gained with others” (multiple reasons for blogging were accepted).

Just 4.7% of the Japanese bloggers surveyed said that the primary reason they blog is to “raise visibility as an authority in my field,” whereas 33.9% stated in a similar Edelman/Technorati American-based study of English language bloggers last year that this is their primary reason for blogging — seemingly a significant cross-cultural difference.

A total of 84.5% Japanese respondents said that they blog about companies (their industry, service, products), with 49.3% doing so at least once a week (with 14.6% saying “daily or almost daily”).

Compare that with the study reported in the FT article, which found that among the European blogs:

Coverage of big companies was still limited … especially outside sectors such as technology. British Airways, for example, was mentioned only 20 times in the past six months and French companies such as Peugot are barely visible, even among French bloggers.

The time is long past when we could refer to blogging as if it were a unified activity. Blogs certainly focus on far more topics than politics and technology.

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1 Comment so far
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Great post, thanks for the info. Absolutely fascinating.

Comment by Vernon Lun

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