Rebecca Blood says the
Heritage Foundation is sending her and other bloggers information about its studies, which take a conservative policy view. I'll have to disagree with her opinion in her
post on the matter:
I'm also of the opinion that both the product marketers and the idea marketers are vastly overrating the level of influence weblogs have attained.
To the contrary, they're catching the beginning of a very large wave. Weblogs have at least two value propositions that will make them increasingly popular and influential. One, they filter the Web so readers need not wade through a list of news sites to find information of interest to them. (Notice how short my Daily Web Reading list is; if I didn't have Slashdot to point me to Wired stories, I'd have to read Wired each day.) Two, they serve as an outlet for people to express their love of everything having to do with themselves.
Further, weblog publishing will increase to a degree not previously seen -- for better or for worse -- when
America Online launches its own weblog tool
later this year.
Those who have studied the "hypodermic theory" of mass communications may appreciate Blood's turn of phrase in guessing the Heritage Foundation's purpose in sending these updates: "[to] inject their viewpoint directly into the blogosphere."
Thoughts in the early and mid-20th Century that mass media messages had a direct, "hypodermic" effect on audiences have since been disproved. But I believe Blood is right that Heritage wants to inject its message into the blogosphere. At the very least, it should be successful in gaining mindshare as like-minded bloggers, eager for material with which to update their blogs, repeat its message verbatim. Further, its message will spread even on blogs maintained by bloggers elsewhere on the political spectrum, as they post contrary opinions and link to the material with which they disagree.
In earlier media forms, this kind of instant, direct access to a group's message wasn't available. See something you agree or disagree with on television or in the newspaper, or hear it on the radio? You had to go search for additional information. But with the compulsive hyperlinking inherent in most blogs, the additional information -- often an interest group's unfiltered message -- is just a click away.