At present most people, especially bloggers, appear to have a very realistic view of how blogging fits in with traditional media such as newspapers and television, i.e. most have no effect whatsoever and desire no effect, and at best they have ruffled a few feathers.
Now consider the following statement by Arianna Huffington of The Guardian:
"Blogging has empowered the little guy - levelling the playing field between the media haves and the media have-only-a-laptop-and-an-internet connection. It's made the blogosphere an invaluable tool for holding the mainstream media's feet to the fire."
Let's be realistic here. Having the above does NOT level the playing field by any stretch of the imagination. We are talking about individuals taking on corporations here. However, even if it is reasonable to suggest bloggers can challenge the mainstream (and have done from time to time), the blogosphere is never going to become mainstream.
Blogging should be seen first and foremost as a parallel universe to mainstream media and offering something mainstream cannot. Of course there will be some overlap, but the best blogs will only proliferate if they stick to what they are best at - offering personal insights into whatever subject takes their fancy.
See Now the little guy is the true pit bull of journalism for more blogging rhetoric.