In the office of an anti-bullying campaign group, team members discuss the impact of a recent blog the group has published to promote their campaign. The blog has had a big response and they analyse the language, structure and tone of the blog to identify why it has been so successful. We see the blog appear on the computer screen with key details highlighted as they discuss them. Emotive and persuasive language, personal experiences, use of facts, use of first person, tone and purpose are all discussed.

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Use this to help raise student awareness of the sort of features they might be on the lookout for in a blog type text. Give students a campaign blog and ask them to suggest what sort of features they might look to identify and analyse. Watch the clip and use the analysis in it to refine the list of possible features and techniques and use this to investigate the blog you have in class.