Abstract
This project is an examination of the practise of web logging, or “blogging” by companies as a new form of advertising. The essay consists of a semiotic content analysis of three companies’ blog postings over a seven-month period. The goal of the analysis is to illustrate how companies communicate with consumers online has changed due to the emergence of the company blog. The analysis is framed within the aims and history of mass media advertising in North America, as well as the norms associated with blogging as an online communication format.