![Sample our Communication Studies journals, sign in here to start your access, 2013 & 2014 volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5927/TOC-Subject-Sample-2021-Information-Science2.jpg"})
Abstract
Social exchange via personal blogs challenges traditional norms regarding interpersonal communication due to the typically non-directed nature of self-disclosure inherent in blogging. This study investigates the relationship between bloggers' individual differences in terms of gender, their intended audiences, tendencies towards self-disclosure, and expectations for familiar communication norms such as equitable reciprocity. The results from a survey of 145 bloggers from 32 countries suggest that bloggers' self-disclosure tendencies and their inclination to target their content towards strong-tie networks are positively associated with the adoption of traditional self-disclosure norms when using blogs. Additionally, results indicate that while female bloggers expect others to acknowledge posts to their blogs, they do not feel obligated to acknowledge others' posts.