East / West Web Shootout: Blogs

5 Apr 2006 Category: Features, Internet, Japan, Technology, Worldwide

East / West Web Shootout: Blogs

In this article I’m going to take a look at how Japan and The West approach the same idea in different ways on the web. In particular, I’m going to look at two of the most popular blogging services in The West and Japan, comparing the google-owned Blogger blog host to it’s Japanese equivalent, Cocolog. Both of these are hosted blog services, enabling users to sign up and start a new blog for themselves. How do these two services do things differently? Is there anything that one can learn from the other? Lets find out…

Written by Jon.

Of course, we expect a certain level of overlap between the functions that the services provide - in tackling the same problem or idea, on the whole the functionality provided by both websites is quite similar. However, what was interesting was the noticable differences in ease of use, presentation and of course the wildly contrasting design styles of the available templates between the two…

I’m going to break down the analysis into 4 sections: Homepage, Signup Process, My Control Panel and My Page.

Homepage

Lets take a look at the Blogger homepage.

The Blogger homepage

The homepage of each site gives you the first insight into the overall philosophy of the service. Blogger’s homepage is a model of clarity, focusing on informing potential users of the features they can enjoy if they sign up. Colours are very subdued apart from the eye-catching icons in the center of the page. A bright orange arrow encourages you to click on it to start the signup process. Interestingly, screen space devoted to showing you blog activity within the Blogger world is quite limited.

Whereas many services like this seem keen to tell you all about what their users are posting about right now, Blogger has relegated this to a narrow area at the top, using javascript effects to smoothly scroll through recent activity, instead of devoting, say, an entire list to it. I agree with this thinking completely - how likely is it that any of the recently updated blogs within Blogger are going to be relevant or even interesting to me? Blogger has stripped away the fat whilst still providing a way for potential users to see that the Blogger world is “alive”.

The Cocolog homepage takes a very different approach.

Cocolog’s very colourful and busy homepage

Bang! The brightly-coloured Cocolog site looks much more like a portal, and suffers from a slight case of link-bloat. Equal focus is given to the central link area as is given to the right-hand promotional area (a mixture of product adverts and plugs for other web services by the management company, Nifty). The sign-up area is, curiously, given the least space (on the left) but does have a nice big START button to draw your attention.

I think the Cocolog homepage succeeds in showing that the site is a crazy hive of activity, but at what cost? Ultimately, is much of this relevant to me? How am I more likely to browse through blogs - by painstakingly browsing through a category list (which gets me an incredibly unusable plain-text list of blogs by category) or would I find Blogger’s approach to browsing blogs more useful - a simple, Google-powered search bar…

Signup Process

Arguably the most sensitive part of any of these web services - this is where a “browser” becomes a “user” and first impressions last

Blogger handles the new user signup process in 3 stages.

Information about you:

Step 1 - about you

Information about your blog:

Step 2 - about your blog

How you want your blog to look:

Step 3 - how you want it to look

The process is very streamlined, and only vital information is asked for, such as username, the name of your blog and email. Also worth noting is that the Blogger templates have been designed by a handful of the web’s top web/blog designers and represent a broad cross-section of layouts and colour configurations. With Blogger, I had signed up within about 1 minute.

Cocolog also purports to have 3 simple steps to it’s sign-up process, but in reality it is actually many more than that.

Step 1 - sign up with Pleasy

Unfortunately for you, the user, the Cocolog membership system is piggy-backed onto a kind of “passport” system (called “Pleasy”) for all the sites run by Nifty. This means that for me to sign up with Cocolog, I have to first sign up with Pleasy.

Step 2.5 - signing up with Pleasy…

This wouldn’t be so bad if the process was integrated into the Cocolog site, but the way it is implemented, I must leave the Cocolog “world”, visit another site with an entirely different design, fill in numerous pages of forms with superfluous-yet-mandatory information (postcode?!) after which I am unceremoniously left with a “thanks!” page that doesn’t seem to want to take me back to where I was originally, in the Cocolog website. So that’s step 1.

Step 3 - choosing a theme

Thankfully, after step 1 things get a lot more conventional. I am able to name my blog, choose a theme (of which many are pretty zany in design - I chose the Space Invaders theme) for my blog, after which I submit my choices - get faced with a final “are you sure?” screen, click “yes” for hopefully the last time, and finally my blog is created. An interesting note about the available themes is that many are of much more esoteric themes than you would see on Blogger - for example, popular cartoon characters. Perhaps the Japanese audience is more open to the idea of a blog/diary being an extension of themselves, rather than with Blogger’s rather more generic themes.

My Control Panel

The Blogger control panel

The Cocolog control panel

As I suspected, this is the area in which most of the functionality is quite similar. Since bloggers of all nationalities basically need to do the same things (write posts, edit them later etc) there isn’t really a lot of scope for doing things wildly different when it comes to the back-end of blogs. There are plenty of web conventions already in place to make sure that the experience is as clear as possible, such as for example the MS Word-like WYSIWYG text-formatting options toolbar seen on both Blogger and Cocolog. However, my preference has to yet again tip in favour of Blogger for, even though the two systems have largely the same functions here, Blogger’s control panel seems much more streamlined.

For example - Blogger hides functions that the user might not need to use, such as whether to allow comments. Cocolog simply displays all available options on the same page.

My Page

Finally, lets take a look at a finished blog, with a simple “Hello World” post in it. Each of these pages is in the default configuration - I have not edited the page in any way other than adding one post.

My new Blogger page - click to visit

My new Blogger page gives off a sleek look thanks to the professional template, but the page does seem very bare. On the other hand…

My new Cocolog page - click to visit

Even with only one post, my new Cocolog page seems very “alive”, if a little bloated. Dotted around the Cocolog page are examples of how Cocolog has tried to instill a kind of community ethic, which differs slightly from Blogger’s no-nonsense blog host approach. On the bottom-left there is a random selection of other user’s blogs who are using the same Space Invaders template as I am. On the right are announcements from Cocolog itself. Looking at this and the Cocolog homepage, I’m inclined to think of Cocolog as more of a community than a blog platform - for example, at the bottom of the Cocolog homepage there is even a ranking of the top blogs in the Cocolog system (presumably ranked by pageviews etc) so you can immediately see who is interesting and active in the Cocolog community.

I’ll have to give Cocolog one black mark though - look at the text in the middle of the page. That’s my post, but directly underneath it? Google adsense adverts. As part of this free service, Cocolog dumps adsense adverts directly underneath the body text of your blog post, which seems unreasonably intrusive.

Conclusions

These two web services, whilst providing similar functionality, have chosen different methods of providing it.

Blogger is a no-nonsense, basic blog host with the luxury of having Google as a financial and functional backing. This means that Blogger users enjoy powerful search functions, adsense-less and banner-less pages, and a user-experience that has been developed to be relatively stress-free. However at the same time, Blogger does not focus as much on the community aspect of blogging, and does not use it’s users as a commodity to pull in new users. My guess is that Blogger knows it is so ubiquitous that it doesn’t really have to.

Cocolog is more of a portal for bloggers using the site. It is advert-heavy and has some nice promotional gimmicks, such as the massively popular Japanese celebrity blogs (that is, blogs by Japanese celebrities, not blogs about them). Bloggers themselves are used as a commodity to create more of a community feel - there are rankings, related links, and designs based on more esoteric themes, not just the generic style of blog designs that Blogger presents you with. In this way, I think that Cocolog is more successful at starting you off with a blog that is more of an extension of yourself and your social life, than Blogger is.

58 Comments

  1. Japanese websites have always seemed horribly designed to me. It’s like you’ve shown: link blat, no empty white space, and many of them still seem to insist on frames.

    Is there much talk about standards in Japanese webdesign? Someone who specialises in making websites standards-compliant must have a never-ending source of work in Japan.

    Posted by: Chidade on April 5th, 2006 at 11:06 pm

  2. Cocolog would seem to closer in appearance and style to MySpace — with an emphasis on your place in the wider community rather than on your individual voice.

    Posted by: Kai on April 5th, 2006 at 11:12 pm

  3. you want to see “model of clarity”? Sign up with http://www.wordpress.com - it will take you seriously about 20 seconds.

    Posted by: TK on April 6th, 2006 at 1:28 am

  4. TK> I dislike wordpress.com for this reason.

    Posted by: Chidade on April 6th, 2006 at 3:24 am

  5. I use Blogger, however I really regret the fact that there is no “posts categorization” function!

    Posted by: Kaishin on April 6th, 2006 at 3:49 am

  6. I use Blogger a lot (2 blogs) but Blogsome more (www.blogsome.com) : simple to start with but more flexible & adaptive…

    Posted by: YGG on April 6th, 2006 at 4:55 am

  7. Chidade -> I always found that really odd too. I have a 1-post blog at wordpress.com for exactly the same reason.

    Posted by: Administrator on April 6th, 2006 at 9:17 am

  8. I recently joined in on the blog bandwagon. I’m still not sure why but probably for the same reason as millions of others: to have my voice on the net. Right now I’m trying to figure out how te make my blog interesting and give poeple a reason to drop by. (I’m not famous so that can’t be it.) To me that’s kind of a ‘problem’ with blogs that it is only interesting for friends and family and most of all for the blogger themself. The most interesting blogs I find are the ones that are actually aren’t used as blogs but use the structure to display articles (like PinMag) rather than what people had voor breakfast.

    Chidade and Administrator >> I too was amazed by this stupidity. But I found out there was an alternative to Akismet called Spam Karma.

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  9. aoi > thanks for the heads up on Spam Karma! I’ve been looking for an alternative to askimet - will give it a try.

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  10. [...] East / West Web Shootout: Blogs Autre comparatif dans le monde des blogs : les visions Est / Ouest (ou, pour ne pas faire de confusions historiques : occident / orient). Ainsi, Jon fait un comparatif entre Blogger (qui appartient à Google) et le japonais Cocolog. Jon fait son analyse en 4 points : [...]

    Posted by: VEDOCCI » Blogs - Veille, Documentation et Cinéma on April 10th, 2006 at 5:45 am

  11. Posted by: Web Development & Web Services on April 10th, 2006 at 11:05 pm

  12. This is an interesting article as I myself have tried Cocolog (which is Typepad gone wrong) and I agree with a lot that’s said here.

    Cocolog, like most Japanese websites, offers a sense of community that is lost in most Western blogging communities. Cocolog, ultimately, is a part of a community site that simply “includes,” if you will, blogs. Perhaps this speaks to the mentality of what a blog is supposed to be for these different areas.

    Aestethics are also very different in Asian web design–colorful, interesting and fun are often the main goals of community blogging sites. There’s also an extreme emphasis on appealing to female bloggers, especially those in their teens to late twenties. You don’t get that gender emphasis with most blogging services in the West–or at least in North America. I have also perused Korean blogging sites and signed up for only one (most sign-up Korean websites are anti-foreign use and require a Korean national ID). Korean websites also emphasize an in-focus community rather than a larger community of bloggers. This is also displayed in Japan’s (as well as Korea’s) wonderful implementation of “Trackbacks” in virtually all of their blogging systems. It not only gives you a chance to generate traffic, it let’s you know who is writing about the same thing as you as well as linking to you. Blogger lacks that feeling of connection, regrettably.

    Another thing that outshines Western blogs is the disk space you are allowed. Cocolog offers you 2GB and a photo album edit page to pick layouts for your new albums.

    If you or anyone else is still interested in discovering what the Japanese blog community has to offer, you should definitely see some of the services which allow design tinkering like
    http://www.jugem.jp
    blog.fc2.com

    Posted by: Tek on April 30th, 2006 at 10:20 pm

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  18. Personally, I prefer the asian versions of blogging as opposed to western. I’ve used a lot, such as blogger, xanga, livejournal, etc, but none of them have really appealed to me to really continue to stay with them. I currently use Jugem and have been for a long time. The asian view on aesthetics is really what attracts me. I think it’s what makes their sites more fun. As I have delved more and more into many asian sites such as wretch.cc or chip.jp, they’re just so much more fun.

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  28. Well, this was interesting. Although, I think you missed the actual point of what it is you said you were going to do – see how the different cultures do this. The problem is that you’ve shown your bias quite clearly, saying that Blogger is ‘no nonsense’ whereas the Cocalog is ‘portal’ and ‘heavy’ etc. This might be the way you feel about it, but in honesty it might be the way that a different culture prefers things.

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