THE BLOGGING BBC Journalism blogs at ''the world's most trusted news organisation''

Blogging has shifted from an activity largely taking place outside established media to a practice appropriated by professional journalists. This study explores how BBC News has incorporated blogging in its journalism, looking at the internal debates that led to the adoption of blogs and charting how they became a core part of the corporation's news output. Using a case study approach, it examines the impact of blogging on BBC editorial values and considers how journalists have sought to maintain their authority in a digital media environment by integrating a new form of journalism within existing norms and practices. The BBC offers a unique case study as its long-standing editorial values of accuracy, impartiality and fairness appear at odds with the notion of blogs as immediate, uncensored and unmediated. The research reveals that blogs emerged initially as an activity peripheral to the main newsgathering functions of the organisation and were rapidly transformed into key mechanisms for communicating analysis and commentary to the public. It contends that, for now, blogging has had a greater impact on the style, rather than substance, of BBC journalism. While the systems whereby journalists deliver information have evolved, the attitudes and approaches have, so far, remained relatively static.