The potential value and dangers of sociological blogging arise because of an environment in which the demands of audit culture incentivise the production of ‘unread’ and ‘unloved’ publications which are too often written to be counted rather than to be read. The risk is that sociological blogging gets drawn into the pernicious logic of these metrics perhaps with ‘impact’ being measured through the daily visitors a blog receives or the number of times an online article is shared on social media. The temptation arises in part because of the manner in which such analytics are designed into blogging platforms themselves, with all providing numerous ways to view statistics about a blog’s popularity and many third party utilities available which can extend these modes of measurement. Given a broader trend first towards ‘content factories’ and then ‘viral publishers’, as well as the domination of ‘click-bait’, we need to think seriously about the potential for the the logic of the ‘social web’ to act back upon digital scholarship in a way that leads to a slide towards banality. My own experience has been that these considerations can creep in almost surreptitiously, as a seamless extension of rather innocuous practical considerations. If one is investing time in a project that aims to provide a platform for sociological writing then a reliance upon the built in metrics for measuring the circulation of that writing is inevitable. The problems begin when a incipient awareness of the varying popularity of different kinds of writing begins to effect how they are valued.
For example, articles bemoaning the contemporary state of higher education are inevitably very popular (presumably because they both have a broader disciplinary remit then things which are explicitly sociological and appeal to something in the day-to-day professional lives of those reading them) but should this popularity mean that writing of this form becomes particularly valued for the blog itself? It probably should not but it is easy for this slide to happen, with a concern for the blog’s popularity and reach too easily giving rise to a concern for ‘content’ that contributes to these ends. We can see a similar issue with the titles which are chosen on blogs. With even the most casual assessment of the relative ‘performance’ (my unthinking use of this term and overwhelming need to place it in scare quotes reflects the underlying ambivalence I am attempting to convey) of blog posts, it soon becomes clear that the title chosen contributes to how widely ready they are, largely through the mediating factor of how pervasively they are shared on social media. To a certain extent this can be a positive thing, encouraging the choice of informative and evocative titles, as opposed to narrowly descriptive ones. However a recognition of the sheer difference that a title can make, particularly if this is grounded in an engagement with the available data about how widely posts are shared on social media, can surely have a distorting effect. To use a recent example, I found that a post initially entitled “Gender, Reflexivity and Friendship” attracted little attention on social media but was shared extensively when given a new title “The Sociology of Friendship”. Soon after, I found myself rejecting the potential title “Performance, Awkwardness and Sociability” for a similar post (a couple of thousands of words of social theory, too unstructured for an academic article but nonetheless trying to make a serious, albeit meandering, sociological point) in favour of “The Sociology of Awkwardness”. Predictably enough this proved extremely popular and acted as encouragement to pursue similar naming conventions in future. The risk here is that a tendency within online publishing more broadly, in which often quite obnoxious headlines are generated quasi-algorithmically because of their demonstrable impact on the ‘virality’ of a post, creep into online scholarship as a proclivity for data analysis and an investment in the success of a project outweigh the high minded dismissal of these trends.
Perhaps this points towards the emerging need for online editorship to be taken seriously as a form of academic service. It is only in the last two years, partly as a result of editing the LSE’s British Politics and Policy blog as a full time job, that I’ve begun to feel comfortable describing myself as such. Previously, I felt there was a degree of affectation about it, as if describing oneself as an ‘editor’ in relation to a blog was a pretence at seriousness about an inherently unserious activity, something which was occasionally reflected in judgements I received from other people (though inevitably my own insecurity led me to give more weight to their judgement that they probably intended). But given the likely continued expansion of sociological activity online then the role of the blog editor is likely to grow in importance over time, as a gatekeeper to opportunities for professional visibility but also as a mediating factor shaping the emergence of online norms.
While some normative standards are beginning to emerge concerning matters such as attribution, style and format, these are inevitably fragmented and partial. The more seriously we take the role of blog editor then the more reflexively such questions are likely to be approached by those performing this function. This is important given that such individuals are amongst the few actually able to enforce standards online, albeit in a truncated domain, with the solidification of such norms otherwise being largely a matter of mimesis, as individuals observe others in their networks (or beyond them) in order to inform their own emerging practice. If we take editorship in this sense seriously as a form of academic service then we help mitigate against the tendency for such questions to be responded to pragmatically, instead creating the possibility of a ‘third space’ between academic research and journalism occupied by those who are concerned to translate academic knowledge. Either in the sense of being writers themselves who work to popularise academic knowledge by writing about it in a form amenable to a wider readership or by working with academics, whether directly on particular pieces of writing or indirectly through creating structures that incentivise certain forms of communication. My contention is that such a function is not straightforwardly academic but nor is it journalistic. Given the much remarked upon overproduction of PhD graduates, with too few academic jobs available for those awarded doctorates to pursue academic careers, it is intriguing to speculate about the likely implications of a potential funded expansion of group blogging for academic career trajectories.
I am personally within the first cohort for whom this is a viable occupational opportunity, albeit still in a very limited way, with blogging having contributed in an important way to sustaining myself financially through six years of a part-PhD (through working full time as an editor for some time but also through more ad hoc work such as running workshops and managing social media accounts). There is obviously a sense in which I have a vested interest in the expansion of this sphere, given I enjoy this work and, if possible, want to pursue a career path which mixes my own research and social media to the greatest extent possible. It is precisely the existence of such vested interests, as well as the significance of broader institutional trends for academic blogging and vice versa, which makes it imperative that we expand discussions of online writing, as well as other forms of social media engagement, beyond the scope of the merely technical. The communicative opportunities afforded by blogging invite us to consider the purposes of such communication. My suggestion has been that they pose tacit questions of great importance which it is valuable for the discipline as a whole to recover: what is sociology for? How do sociologists communicate? How could they communicate? How should they communicate? Many of the risks which have been discussed reflect a failure to address such questions adequately, with immediacy and novelty potentially squeezing out disciplinary craft rather than acting as an invitation to rethink that craft in light of these changing opportunities.