So, weblogging should be seen in the context of the emergence of the 'prosumer' (coined by Alvin Toffler), and the rise of collaborative types of media (think Indymedia, Wikipedia and the open source movement ).

But it must also be seen as an example of Do-It-Yourself (DIY) culture, an aspect of modern life in (Western) society that increasingly influences all aspects of life - media, economics, public services, government, health care, and so on. See this front page story (27.04.04) in USA Today for example.