Absolutely. When you revisit the principles of rhetoric (that haven’t changed since the days of Socrates), blogs hit the mark better than any other form of mass communication. For instance, in terms of the ethos criteria (credibility), bloggers are often a passionate observer or participant in the very subject he or she is “blogging” about.

Bloggers and blogs offer specialization and granularity. And they live on the Internet, which means their content is only a few Google clicks away from being discovered by targeted audiences.

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