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Finding the Tools to Sing – A Reflection on Big B Blogging

I started writing this post a few months ago but did not get around to finishing it, subsequently my initial notes have lay waiting. I was reminded of it by recent posts from Jim Groom and Alan Levine reflecting on the purpose of blogging. Here then is my contribution to the conversation.

In the March edition of the Loose Learners podcast, Mariana Funes and John Johnson discussed the difference between small b and big B blogging. In part, this was a response to a post by Tom Critchlow on ideas and the power of the network.

Small b blogging is learning to write and think with the network. Small b blogging is writing content designed for small deliberate audiences and showing it to them. Small b blogging is deliberately chasing interesting ideas over pageviews and scale.

Although big B blogging maybe associated with link blogging and ‘interesting ideas’, the focus is on broadcasting, rather than connecting and commenting. The notion of big B blogging is usually associated with those like Jason Kottke, John Gruber and Richard Byrne.

In a recent interview, Kottke shared how his blogging has developed over time. He explains in particular how advertising and making money from his site has changed. What is interesting is the connection between big B blogging and making money. Although he shares his workflow and intent, what comes through is that it is still a job. I wonder if there is another possible definition of ‘Big B’ blogging that goes beyond advertising?

When I think about blogging, there is a cross-over between technology and the way it is used. Big B bloggers are those who take each to their extremes. Content is important. But so is process and product. It is something personal, stemming from our changing circumstances and intent.

For me, blogging is about utilising the various features and affordances available, but also trying to push the boundaries in understanding how they work. In Martha Burtis’ keynote for Domains17, she argued that Domain of One’s Own is more than just learning WordPress, rather it is about learning how to “publish online in an open-source Web application”. As she explains,

Every moment in which we walk a student through a fix is a deeply teachable moment — a moment not just to provide step by step instructions but to narrate for them what each step means. When we bring meaning to the breaking and the fixing we are pushing beyond the boundaries of the merely practical.

For some this experience is distributed across several spaces, such as a space to collect ‘breadcrumbs’ and a main space for longer forms. For others, it is about creating spaces specific purposes and then syndicating back to one place.

I think that this is what interests me about the IndieWeb. The focus is not just about content, but how content is presented. This focus on what and how stems from a why of developing a ‘demonstrably better web’.

So big B blogging to me is about allowing growth and development both personally and collectively. Although some spaces may have subscription accounts, this is not necessarily what keeps the lights on.

So what about you? What does blogging mean to you? How do you find balance between creation and construction? As always, comments welcome.

Also posted on IndieNews

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I am an Australian educator supporting the integration of technology and innovation. I have an interest in how collectively we can work to creating a better tomorrow.
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Finding the Tools to Sing – A Reflection on Big B Blogging by Aaron Davis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


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  1. I miss little b blogging. I see little b as writing to express ideas in whatever form comes naturally. I see Big B as marketing. Marketing involves sharing your ideas to grow an audience, sometimes for profit. Is one worth more than the other? Depends on your purpose.

  2. Ian, just to clarify, I don’t think that Critchlow’s take was that Big B blogging is for the how and what. I would categorise Critchlow’s ‘Big B’ as something more akin to AdBlogging.


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