Emerging networks in the global news arena: Theorizing the structural role of Chinese bridge blogs

Abstract

In this article, we present a theoretical approach to conceptualizing the global news arena as a structure of relations formed across media systems worldwide, relations mapped by hyperlinked connections across online news platforms, including professional news sites, blogs, and other social media. Specifically, we argue that bridge blogs serve as the ‘weak ties’ (in Granovetter’s terms), linking cultural spheres formed by the ‘strong ties’ among traditional national media. Using China as the national context, we provide an overview of the phenomenon of bridge blogs, presenting an illustrative example to show how bridge blogs are positioned to provide contextual information and interpretation of events and issues in China to be better understood by overseas audiences.