Examining Garden Blogs as a Communication System

Heike Graf


The blogosphere supports an interpersonal meaning production process by providing the space and opportunities for communication through the circulation and discussion of topics. Using systems theory, as developed by Niklas Luhmann, I explore how garden bloggers issue invitations to communicate by studying their selection process from all possible entries and images. I examine the selection criteria for posting an entry and especially look at Swedish and German garden blogs to study “ordinary” people’s relations in the blogosphere from the perspective of sharing opinions, impressions, and emotions about their garden environment. As a result, the selection criteria of novelty, values, identification, conflicts, visuality, and sociality are revealed. A communicative culture of approval, admiration, and respect, which promotes emotional ties and strengthens the feeling of common concerns in the blogosphere, is noticeably present.

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