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Much of the discussion of the emergence, role and significance of the political blogosphere in Australia has been marred by boosterism on one hand and tired and stereotyped dichotomies on the other. As with so much of the discourse that developed from the 1990s onwards surrounding the social and informational roles of the internet, boosterism and a constant search for the new 'killer app' have gone hand in hand. Unrealistic expectations are created by those who have made a career out of promoting and 'monetising' blogging, and when those expectations fail to be realised, the ever shifting frontier of social media technologies is invoked in a frenzied search for the 'new blogging'. At the same time, the multifaceted and rich suite of social practices that comprise blogs and blogging are obscured by being viewed through a very narrow lens. This commentary argues that both sets of frames were (mis)applied to the role of blogs in the lead up to the 2007 Australian federal election.

Political blogging in the 2007 Australian federal election