When the Malu Fernandez erupted, it sent a strong and loud message that bloggers have established some degree of clout and critical mass when it came to getting the word out and breaking stories before traditional media could get them out to public consciousness. Though it was viewed as a victory for new media, it’s worth mentioning that the move towards public condemnation of the People Asia writer did not come from the main movers of the so-called Philippine Blogosphere. There were some bloggers who wrote about the issue, but they were hardly the leaders that take charge in the various get togethers, parties and awards nights that have become so commonplace since 2007. In short, the outcry came from the bloggers who were still relatively anonymous and those who have yet to be proselytized to the art of search engine optimization and the draw of oodles of cash from Google Adsense. They were the everyday blogger who probably doesn’t know about the Blog Awards, Janet Toral’s Top Ten List or the Trinoma Food Tour. Despite the feeling that the blogging community is growing smaller due to the number of events that seek to contain bloggers in one location, there are plenty more outside our realm of commercial viability and voluntary participation. This sector roared back with emphasis during the Malu-Gate controversy and no one was more surprised than the bloggers who felt that their small but progressively growing circle was all there is to it when it came to influence.

 

Since the effort came from relative never-heards with a surprisingly strong readership, a lot of the people in the inner circle felt largely apathetic. Certain sectors were obviously trying to separate themselves from what was going on. For sure, The Powers That Be wouldn’t want to be embroiled in anything remotely politically-charged as it may have repercussions for their PR viability in the future.

 

Yes, bloggers in the inner circle (those with higher page ranks, a vocal readership and monthly Adsense cheques) have definitely become a force as far as marketing and advertising is concerned. As far as being a real force in contending with real issues though, the Philippine Blogging Community - at least the one that is visible right now — is a long way from consolidating its base and having its ‘power’ realized. Most people are still elitist and standoffish when it comes to socio-political issues. The main movers have plenty of financial motivation and that could wittingly or unwittingly remove the focus on the issues that could really empower bloggers as a viable sector of this so-called new media.

 

In other countries, commentaries by political bloggers carries significant weight. For the Philippines, only those who also have links to old media - Quezon, Carandang et. al. — carry the cred. We’re still a long way - and there’s no trend at present to change or make things develop at a faster rate.

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