All of the blogs examined for this genre analysis share a similar format, wherein pictures and a short text caption are included on entries that scroll vertically along with the page. The conventions for what is considered viable content shares a structure similar to that of the mainstream news outlets yet remains on a side of a philosophical line that is rarely crossed by more ‘reputable’ news outlets. In some instance, however, as in the case of the recent Lindsay Lohan court proceedings, the events surrounding Michael Jackson’s death (TMZ is even reputed as breaking this story), and the O.J. Simpson trial are deemed appropriate for both gossip and reputable news outlets.
The content that is included within the gossip blogs follows a somewhat fluid structure. One can consider the concept of A, B, and C list celebrities in this regard. For instance, a celebrity such as Kim Kardashian or Lady Gaga, who are of significant public interest, will often be featured within the blogs for simply attending a restaurant or swimming on the beach. Celebrities who are of only moderate importance are featured within the blogs on a scale that is proportionate to the outlandishness of the actions they have been caught or rumored to have participated in. For instance, Oksana Grigorieva, a not regularly publicized celebrity, is regularly featured as a result of her being involved in the sensationalistic Mel Gibson recordings. .