Scrutinizing ScaleDown Windsor;

ScaleDown Windsor and Blogging Theory Application

    ScaleDown Windsor is a local blog dedicated to the creation of a new awareness that will result in the revitalization of the city of Windsor. This blog follows the theoretical values of blogging, including information management, methodology, commitment to culture, the public sphere, the “own press” identity and issues relating to advocacy. These values contributed to the 3rd place finish in Best New Blog from the Canadian Blog Awards 2007. The following is a brief look at these values and the manner in which this blog has incorporated them.

Information Management

    By incorporating the theoretical values as stated by Steven Johnson in his article, "Use the Blog, Luke", we can get an idea of what blogs are really about. It has been determined that they are not a standard form of journalism per se; however, it is not completely devoid of some journalistic qualities. In essence, it is a social network. It is capable of allowing the reader access to numerous articles, blogs or informative websites that provide far-reaching implications in the long-term. In particular Johnson states that one of the purposes for a blog is “to extract some new kind of collective wisdom out of a universe of armchair opinion leaders”. ScaleDown does this. The blog ScaleDown Windsor is intended to reach many individuals who are interested in preserving and improving the status of Windsor, Ontario. It allows these individuals to share their knowledge and to communicate with each other in order to formulate a strategy to fulfill their mission and vision statements. The blog is a starting point to creating an environment where information and discussion are available and put forth publicly in a very effective way.

The Blog as a Tool

    ScaleDown Windsor most definitely employs the fundamentals of being a tool of information. It is an effective tool or method which allows a group of individuals to continue promoting their cause to others in the community or abroad. The blog is designed to create dialogue amongst the residents of Windsor and with individuals concerned about the city of Windsor. This does not mean that the concerned individuals must be residents of the city; they can be former residents or people who may have a connection via business or family and are simply concerned about the future of the city. Stacy D. Kramer discusses the efficacy of blogging as a tool compared to standard journalism in her article, "Journos and Bloggers: Can Both Survive?". Kramer also discusses the two camps regarding blogging. One side, of course, is that “blogging is a culture with all the trappings including evolving standards (even if some don't like the word), ethics, rituals and language. It is a community, or more precisely a cluster of communities threaded together.” The other side is that “blogging is also a tool, and for some, only a tool. It is a way of sharing news and information, a form of writing and publishing. It is not a way of life nor is it life-altering. While some bloggers may perceive blogging as a commitment, for others it is a method.” Several years ago, the standard form of journalism may have outweighed the blog by leaps and bounds; this no longer holds true today. Blogging has come into its own and has been recognized as a credible source for information and writing.

Commitment to Culture

    The level of commitment to culture shown by the mission and vision statements of ScaleDown Windsor is the primary concern of this blog. As stated on the website;

"Mission: To promote the cultural identity, social fabric and economic prosperity of Windsor, Ontario through open discussion and grass-roots advocacy.

Vision: To connect every Windsorite to their own walkable neighborhood that has its own public spaces, local independent businesses and artists."

    Through these two statements, it is clear that a commitment to culture was a primary force in the creation of this blog. This concern is evidenced by the presence of this blog relating to Windsor city council and the connections they have made with the introduction of their radio program on CJAM 91.5FM, ScaleDown Radio. The expansion of the blog into radio has resulted in its being featured on other local radio and television stations, such as AM800. It is this commitment that permits the blog to grow and garner recognition and followers.

Listen to an interview with Chris Holt, founder of Scaledown Windsor, on AM800 here.

The Public Sphere

    Many writers have addressed the issue of the public sphere; where the blog is an avenue of discussion for individuals. ScaleDown Windsor definitely fulfills the tenets of this requirement. The blog is a good forum for individuals to vent, suggest and brainstorm ideas that will help revitalize the area and help guide the area for the future. There are sections in this blog pertaining to the blog specifically; to ScaleDown Radio which is an offshoot of the blog, there is a link to videos and audio broadcasts, news items of interest to people from the area and most importantly a link for feedback. It would be difficult to look at this blog and not believe that it is part of the public sphere. The followers alone and the success of the blog are the direct result of it being in the public sphere. In addition to the success of the blog ScaleDown Windsor, the public now has ScaleDown Radio on CJAM 91.5FM. This radio show hosted by Chris Holt of ScaleDown Windsor allows the purpose of the blog to continue in a more personal nature. The radio show has a call-in segment; this allows the individual that would post on a blog the opportunity to present their position in a verbal manner. Future endeavours of ScaleDown Windsor will include branching off into other media. Interest has been shown in broadcast media as well as in print. The nature of this blog allows for continued growth and popularity, with each segment fueling the others areas.

Blogs as Their Own Press Identity

    Jill Walker Rettberg writes in Blogging that the main difference between a blog and a photocopied newsletter or family letter is the audience. She discusses how the potential audience is increased substantially by way of the blog. For example, what might originally be intended for a few is now accessible by many on a blog. Blogging therefore represents a quick way for someone to self-publish. Interested parties are able to put forth an idea or try to stimulate interest for a particular project by way of a blog. The audience of a blog is therefore much more far-reaching than a group of individuals getting together to try and start a project. If it is done in a blog, the audience is automatically guaranteed to be larger. More exposure can create more response and the increase of the response can be effective in promoting the purpose of the blog. This has proven successful for ScaleDown Windsor because of the interest that has been generated and the spinoff growth from the original blog.

Blogging as a Form of Advocacy

    Without a doubt, blogs have the capability of taking on the role of advocate. ScaleDown Windsor mentions it in their mission statement: “To promote the cultural identity, social fabric and economic prosperity of Windsor, Ontario through open discussion and grass-roots advocacy.” They are using this blog as a means and forum to promote the exchange of ideas for the betterment of all. It is not a one-sided effort. If there is subsequent response to a specific topic, it is possible to change the direction or focus of the plan of action. Blogs allow information to flow freely from many different avenues of life thereby giving it an advantage over taking the time to research the topic. Granted care needs to be taken regarding the accuracy of the material presented. This provides a starting point for validating the information. ScaleDown Windsor has promoted a perspective on the community of Windsor. The blog is a way to allow the beginning of change. Interest needs to be shown in order for change to occur and this blog is a means of doing this. They advocate for the citizens of the city. Many of the items discussed on the blog may not be known by all residents. It is a means of letting everyone know issues that could concern them and it is a way to get a discussion started in an effort to bring forth the necessary change.

References:

Johnson, Steven.  Use the Blog, Luke

    http://www.salon.com/tech/feature/2002/05/10/blogbrain/index.html?x

Kramer, Stacy D.  Journos and Bloggers: Can Both Survive?

     http://www.ojr.org/ojr/workplace/1100245630.php

Rettberg, Jill Walker  Polity Press. Great Britain, 2008. Blogging, Chapter Two: From Bards to Blogs; Printed Precedents of Blogs. p. 40.

ScaleDown Windsor. http://www.scaledown.ca

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