Blogs have a specific target audience and this is then reflected in the content that is posted and the formatting. Take hellogiggles.com, a blog targeted specifically at women with the aim to make them smile (note: they specifically say that men are welcome as well). This means that the content is very much aimed at women, who are in their twenties onwards. Common features include beauty, fashion, crafts and news stories that specifically relate to women. The graphology is also very feminine, with pale pinks and blues used and purple text. The language is also fairly relaxed and occasionally there is a bout of text-speak, such as "OMG". This gives the blog and informal vibe and encourages readers that this is a friendly place where people can be themselves. The adverts featured are also aimed at women- adverts for underwear and room spray that smells of flowers. The blog is also very interactive- taking comments from readers and also encouraging them to submit their own articles, pictures and videos.
The purpose of blogs is usually to entertain, however there are a smattering of blogs that aim to educate. For example, I came across a very serious blog about what sort of cheese went with what sort of wine. It may have been an ironic array of white, yellow and oranges cheeses matched with various wines with obscure labelling, but you couldn't help but get the impression that the author was extremely preoccupied with the importance of a good cheese/wine combo. The language used in this blog was very formal, with limited contractions. The background of the blog was black, with white and grey text. The only colour came from the high-quality pictures of cheese and wine.
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