It is a strange thing to maintain a blog. Most people would not choose to keep a diary for public perusal, but what often happens is that before long one realises that they are writing a diary for an audience. This leads to one of two things: surgically honest confessions (with the chance of catharsis), or the construction, in any capacity, of a kind of avatar — a cyber personality. This avatar may draw upon aspects of reality, but it need not.
It is most similar, perhaps, to a weekly column. However, it does not involve the tacit understanding – of public and newspaper – that there are certain current affairs or topics with which the writer will engage. There is plenty of creative licence, but even this kind of writing must pass the editors before becoming print copy.
Where and when does the editing happen with blogging? If it is a personal blog, it can well mean self-censorship; not of the Orwellian kind, but of the type seen in in the age of social media. The distortion of lifestyle engendered by Facebook, Twitter, Instagram, Tumbler and a host of other ‘platforms’ is well known to the millenial generation, but do we understand it? I’m not sure. The pace with which new features, apps and gadgets designed to get more of our personal lives out there, is often higher than we can process. And it has really all happened in the space of a decade. The appeal of these products is of course globalisation, the desire to spread news, ideas and media across the internet, across the world, instantly.
Not being an experienced blogger, this global activity does seem to be the most strange thing yet. I am under no illusion that my blog gains worldwide attention, but with the mere possibility of that happening comes the idea that it is in some way public property. The difference between it and vlogging, for example, is significant. With the latter, the creating subject actually becomes the object — they edit how the viewer views the vlogger’s own account of the world. But what the viewer sees is real in the sense of being real-time footage. With blogging, however, the authority of the writer is sovereign: there is no way of distinguishing an accurate account of thoughts from interpretation of it which could have been added or woven in at any later stage.
Again, this happens all the time in various kinds of writing, but not since the proliferation of vanity publishing has this sovereign writing entered the public sphere in such volume. Even then, access to this was and is limited to those few who could afford it. The internet has clearly changed everything in this regard. Blogging is a business, even a reliable source of income for some, because despite the inherent freedom it becomes entwined with advertising and the ‘lifestyle’ industry. It is no coincidence that alongside the hyper-globalisation of social media there has arrived this new focus of cyber-commerce.
One can sell a lifestyle on a blog as a product, as volume of clicks for the resulting advertising revenue through services like Google Ads. You of course only really benefit if your blog sees a good amount of traffic. There is no way to guarantee this, apart from the gradual morphing of one’s work into ‘content’. Content is targeted, it is optimised to rank higher up on search-engine enquiries, to be relatable and unique.
All of this is a thousand miles away from my little personal blog though, right? Yes and no. There is a value placed on content, be it the surgically honest kind or the targeted work of my online avatar. Especially the latter. Its value depends on its relationship to those millions of other internet users who have access to it. Its artistic or sentimental value works in much the same matter — in making a blog public, its global potential equates to the fracturing of this sovereign subject into dozens, or hundreds, or millions of these relationships.
Not only this, but with these relationships comes the ability for instant reaction, criticism and interpretation, both on the same platform and with the very same level of public exposure. Thus a secondary censorship occurs, this time in response to the critics or comments. As the fractured subject, then, one is made to confront and consider their own principles and opinions. This shapes how their honest cathartic self, as well as their avatar, subsequently appears.
But sharing is caring, isn’t it? More global = more betterer. So the wizards of Silicon Valley would have us believe. More views, more likes, more criticism: this is what the world needs. It is certainly what business desires.
Stepping into cyberspace is a modern anxiety, and one look at my strangely distorted Facebook profile, even my well-scrubbed LinkeIn page, confirms that a representation of my true self has been lost, de-centralised in the vast unconsciousness of the internet. But then, it was never there in the first place. In conclusion, then: blogging is very strange. And I have too much time on my hands. That last bit is true, I promise.