| The purpose of this thesis is to seek evidence that newspaper blogs build a sense of community, and whether that has an effect on reading behavior. The researcher conducted a survey that included questions about the blogs people read, the blocks on which they live, and their reading behavior. Findings suggest that the effects of high levels of community are cumulative; therefore, creating a blogging community can draw new readers---great news for newspaper marketers. Results from the study also suggest a virtuous cycle: frequent blog reading seems to lead to a sense of community, and vice versa. |
