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"Blogging" is a Web-based form of communication that is rapidly becoming mainstream. In this paper, we report the results of an ethnographic study of blogging, focusing on blogs written by individuals or small groups, with limited audiences. We discuss motivations for blogging, the quality of social interactivity that characterized the blogs we studied, and relationships to the blogger's audience. We consider the way bloggers related to the known audience of their personal social networks as well as the wider "blogosphere" of unknown readers. We then make design recommendations for blogging software based on these findings.