Dogging beats blogging in public imagination

Dominic Timms
Tuesday September 27, 2005

Ordinary people it seems are blissfully unaware of the publishing revolution - knowing more about "dogging" than blogging, according to a survey.

Far from blogging being the practice that acolytes predict will turn mainstream media on his head, seven out of 10 people don't know what a blog is, says the survey, which also found more people are aware of "happy slapping" than podcasting.

The survey undertaken by a panel of taxi drivers, hairdressers and pub workers for the advertising agency DDB, found just 10% said they knew about podcasting - the speech-based equivalent of music downloads.

Meanwhile nearly 40% say they understood the expression "dogging" - the practice of watching people have sex in public places sensationalised by the tabloids with the help of Stan Collymore.

A further 56% said they were aware of "happy slapping", where teenagers mug people and video it on mobile phones.

"Our Grapevine Panel gives us a good indication of what people are talking about. When I asked the panel whether people were talking about blogging, they thought I meant dogging," said the DDB planning director, Sarah Carter, who oversaw the survey.

"Our research not only shows that there is no buzz about blogging and podcasting outside of our media industry bubble, but also that people have no understanding of what the words mean. It's a real wake-up call."

Based on interviews with more than 1,000 people, the survey said that flashmobbing - the short-lived craze for using mobile phones to get large groups of people to perform a stunt outside a public place - was the least understood term among consumers, with less than 10% saying they were aware of it.

Despite widespread use in the media, under a quarter of people said they knew what a "metrosexual" was - straight urban males who spend a disproportionate amount of time on their appearance - while under half said they understood the term "chav" - a media cause celebre for much of this year.

Even among computer users, the term "blogging" received a blank response, with around two thirds professing ignorance of the term, as did 66% of men and 65% of 16- to 24-year-olds.

· To contact the MediaGuardian newsdesk email editor@mediaguardian.co.uk or phone 020 7239 9857

· If you are writing a comment for publication, please mark clearly "for publication".

Dominic Timms
Tuesday September 27, 2005

Ordinary people it seems are blissfully unaware of the publishing revolution - knowing more about "dogging" than blogging, according to a survey.

Far from blogging being the practice that acolytes predict will turn mainstream media on his head, seven out of 10 people don't know what a blog is, says the survey, which also found more people are aware of "happy slapping" than podcasting.

The survey undertaken by a panel of taxi drivers, hairdressers and pub workers for the advertising agency DDB, found just 10% said they knew about podcasting - the speech-based equivalent of music downloads.

Meanwhile nearly 40% say they understood the expression "dogging" - the practice of watching people have sex in public places sensationalised by the tabloids with the help of Stan Collymore.

A further 56% said they were aware of "happy slapping", where teenagers mug people and video it on mobile phones.

"Our Grapevine Panel gives us a good indication of what people are talking about. When I asked the panel whether people were talking about blogging, they thought I meant dogging," said the DDB planning director, Sarah Carter, who oversaw the survey.

"Our research not only shows that there is no buzz about blogging and podcasting outside of our media industry bubble, but also that people have no understanding of what the words mean. It's a real wake-up call."

Based on interviews with more than 1,000 people, the survey said that flashmobbing - the short-lived craze for using mobile phones to get large groups of people to perform a stunt outside a public place - was the least understood term among consumers, with less than 10% saying they were aware of it.

Despite widespread use in the media, under a quarter of people said they knew what a "metrosexual" was - straight urban males who spend a disproportionate amount of time on their appearance - while under half said they understood the term "chav" - a media cause celebre for much of this year.

Even among computer users, the term "blogging" received a blank response, with around two thirds professing ignorance of the term, as did 66% of men and 65% of 16- to 24-year-olds.

· To contact the MediaGuardian newsdesk email editor@mediaguardian.co.uk or phone 020 7239 9857

· If you are writing a comment for publication, please mark clearly "for publication".

http://media.guardian.co.uk/newmedia/story/0,7496,1579550,00.html

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