Reciprocal Attention and Norm of Reciprocity in Blogging Networks Volume 4 Jena Economic Research Papers 2010-03-22 2010 2007 2010-020 Blogs Bloggers Community Friendship Internet LiveJournal Reciprocity Social Media Social Networks Social Norms Web 2.0 Weblogs Bloggers devote significant time not only producing content for others to read, watch or listen to, but also paying attention to and engaging in interactions with other bloggers. We hope to throw light not only on the factors that gain bloggers significant readership and lively interactions with their audience, but also on the rules that govern their relations with others. We relate bloggers' activity with the size and structure of their network of fellow bloggers. A blogger's readership increases with his activity, while bloggers who read back proportionally fewer of their readers tend also to be more active. We find evidence that those bloggers who read back proportionally fewer of their readers have less readers than bloggers who reciprocate more, but tend to receive more comments per posts. jportal_jpjournal_00000016 2010-03-26T13:31:09.635Z 2010-12-17T11:54:18.225Z