A significant amount of research has focused on blogs, bloggers, and blogging. However, relatively little work has examined blog readers, their interactions with bloggers, or their impact on blogging. This paper presents a qualitative study focusing specifically on readers of political blogs to develop a better understanding of readers’ interactions with blogs and bloggers. This is the first such study to examine the same blogging activity from both readers’ and bloggers’ perspectives. Readers’ significance and contributions to blogs are examined through a number of themes, including: community membership and participation; the relationship between political ideology, reading habits, and political participation; and differences and similarities between mainstream media (MSM) and blogs. Based on these analyses, this paper argues that blogging is not only a social activity, but is a collaborative process of co-creation in which both bloggers and readers engage. Implications of this finding contribute to the study and understanding of reader participation, to the design of technologies for bloggers and blog readers, and to the development of theoretical understandings of social media.

Within the last decade, blogs have become an important element of popular culture, mass media, and the daily lives of countless Internet users. Despite the medium's interactive nature, most research on blogs focuses on either the blog itself or the blogger, rarely if at all focusing on the reader's impact. In order to gain a better understanding of the social practice of blogging, we must take into account the role, contributions, and significance of the reader. This paper presents the findings of a qualitative study of blog readers, including common blog reading practices, some of the dimensions along which reading practices vary, relationships between identity presentation and perception, the interpretation of temporality, and the ways in which readers feel that they are a part of the blogs they read. It also describes similarities to, and discrepancies with, previous work, and suggests a number of directions and implications for future work on blogging.