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In principle, Surridge says, scientists should find a transition to Web 2.0 perfectly natural. After all, since the time of Galileo and Newton, scientists have built up their knowledge about the world by “crowdsourcing” the contributions of many researchers and then refining that knowledge through open debate. “Web 2.0 fits so perfectly with the way science works. It’s not whether the transition will happen but how fast,” Surridge says.

Although wikis are gaining, scientists have been strikingly slow to embrace one of the most popular Web 2.0 applications: Web logging, or blogging. “It’s so antithetical to the way scientists are trained,” Duke University geneticist Huntington F. Willard said at the January 2007 North Carolina Science Blogging Conference, one of the first big gatherings devoted to this topic. The whole point of blogging is getting ideas out there quickly, even at the risk of being wrong or incomplete. “But to a scientist, that’s a tough jump to make,” Willard says. “When we publish things, by and large, we’ve gone through a very long process of drafting a paper and getting it peer-reviewed. Every word is carefully chosen, because it’s going to stay there for all time. No one wants to read, ‘Contrary to the result of Willard and his colleagues....’” Nevertheless, Willard favors blogging. As a frequent author of newspaper op-ed pieces, he feels that scientists should make their voices heard in every responsible way. Because most blogs allow outsiders to comment on the individual posts, they have proved to be a good medium for brainstorming and discussions.

“The peer-reviewed paper is the cornerstone of jobs and promotion,” PLoS ONE’s Surridge says. “Scientists don’t blog because they get no credit” for that.

Some universities may be coming around, too. In a landmark vote in February, the faculty at Harvard’s College of Arts and Sciences approved a system in which the college would post finished papers in an online repository, available free to all. Authors would still hold copyright and could still publish the papers in traditional journals.

Running the blog feeds through the media-studies home page means that the site is continually refreshed without much conscious effort on the part of program administrators. Students become accustomed to checking our site daily, which means they are more likely to read other announcements we put up, thus enabling better information circulation.

Prospective students. A rising percentage of the students we admit list these blogs as the primary way in which they learned about the media-studies program. New students come to us with a much sharper understanding of the strengths of our program and how their interests might align with our continuing research efforts. The blogs thus raise the number and quality of applicants, and may have had some impact on our yield

Just as we feature student work through our various blogs, blog posts may also emerge from tips from our alumni working in industries.

Faculty members. The blog posts represent what might be called "just-in-time scholarship," offering thoughtful responses to contemporary developments in the field. Because they are written for a general rather than specialized readership, these short pieces prove useful for teaching undergraduate subjects. We are seeing a growing number of colleagues using blog posts or podcasts as a springboard for classroom discussions and other instructional activities.

The news media. Our blogs provide a platform from which we not only publicize our research findings and conferences, but also focus news-media interest on issues we think deserve greater attention. Historically, academics have been put in a reactive position, responding to questions from reporters. Blogging places academics in a more proactive position, intervening more effectively in popular debates around the topics they research.

Readers. I started my own blog a few months before the release of my most recent book, Convergence Culture: Where Old and New Media Collide (New York University Press, 2006). Over time, the blog has become central to the book's success.

The general public. Our society is undergoing a phase of prolonged and profound media change, which is having an impact on every aspect of our lives. In this context, there is tremendous hunger for insights into the changing media landscape. As honest brokers of information, academics may be ideally situated to bridge these more specialized conversations. As a consequence, our various blogs attract readerships that extend well beyond the academic sphere

The crucial point is that running a blog is a commitment, and has to be understood as part of a larger set of professional obligations.