Özet:

The blog system has emerged all over the world as a type of alternative media that enables participation, pluralism and criticism in the virtual environment, against the hegemony of the mainstream media. Blog is an easy-to-access and use web service that allows the individual to actively participate in the communication process. In this study, the blog service of Milliyet Newspaper, the first of its kind in Turkey, was questioned in terms of the expansions provided by the blog system and the innovations it brought. For this purpose, 44 Milliyet Blog writers were interviewed. In line with the data obtained, it has been revealed that Milliyet Blog functions not as an alternative media channel, but as an organization that represents the corporate identity of Milliyet Newspaper. It has also been observed that nationality blog writers, although they are actively involved in the communication process, have turned to nationality writers, far from criticism, who cannot create an alternative to the judicial communication system. These findings have shown that in search of alternatives in the communication process, access to technological innovations alone is not sufficient, and that the reader/writer should also develop new alternatives in the production of content.

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