This document discusses the rise of blogging among Filipinos and its impact on communication behaviors. Some key points: - There are now over 75,000 Filipino bloggers sharing their perspectives online. Blogging allows for self-expression, confidence and sharing ideas with a global audience. - Blogging helps transcend limitations of time and location and facilitates online collaboration. The Philippines is well-positioned to be a leader in communications and creativity. - As more content is generated by users, the concept of "prosumer" emerges where people consume and produce media. Blogging encourages transparency and authenticity. - New technologies will continue shifting media to be more participatory and driven by people and