… My heart’s in Accra Ethan Zuckerman’s online home, since 2003

December 23, 2005

12 Good Reasons to Learn Chinese

Filed under: Blogs and bloggers,Geekery,Global Voices — Ethan @ 6:36 pm

I’ve just submitted a revision of a paper I wrote in early September for inclusion as part of an academic book. It’s an attempt to provide a basic overview of blogging – and specifically bridgeblogging – around the world and suggest some questions other scholars may want to consider as we start trying to figure out how blogging works in communities other than universe of US-centric political punditry blogs.

(The draft of the paper is here, for anyone who’s curious, in HTML and PDF. It’s not accepted for publication yet, so please ask me first if you want to cite it in an academic context. Blogging it is fine, though there’s at least one more major revision to it coming…)

In the process, I’m rediscovering one of the huge reasons I decided not to become a “serious” academic – i.e., why I decided not to pursue a PhD and focus on publishing in peer-reviewed academic journals: the stuff that I’m interested in is moving so fast that it’s very hard to write about in an academically-compatible way.

This isn’t the fault of the editors of this book – blogger/academics Henry Farrell and Daniel Drezner – it’s simply a function the amount of time it takes to compile a set of academic papers, have them peer-reviewed and edited into a larger text, typeset and published. An aggressive timetable has a book going from inception to publication in a year. (And, indeed, the review process just saved me from making a huge error in the draft I just submitted – more on that below.)

The problem: when you’re writing about blogging, an assertion you make may be out of date in three months. Here’s something I wrote in September:

“Weblog search engine Technorati maintains a rankings page which lists the top 100 weblogs, as determined by total incoming links over that blog’s lifespan. This listing is fairly static, as the least popular page in the top hundred has 2,430 incoming links – the dozen or fewer new links created each day tends not to reorder rankings radically. (By contrast, Blogpulse’s top 40 page, which ranks blogs based on incoming links discovered in the past 30 days, tends to be significantly more dynamic.) Blogs listed on Technorati’s top 100 generally have built up a substantial audience over the course of months or years.”

This, as it happens, is (now) totally untrue. I double-checked the data from September three months later, only four of the fifteen blogs I was watching – non-English or non-US blogs in the Technorati top 100 – were still in the top 100. While 11 of the fifteen blogs I was watching fell out, 20 new non-English or clearly non-US blogs entered the top 100 when I checked last week.

What happened was that Technorati changed its algorithm for generating the top 100 during the three months in question. (Thanks, Henry, for pointing this out in reading my draft.) The previous algorithm calculated ranks based on total incoming links over the lifetime of the blog. The new algorithm calculates ranks based on links in the past six months. The previous algorithm tended to favor long-established blogs, while the new one favors blogs that have been popular in the recent past.

(This time I was smart enough to save a whole data set, not just the non-US/English blogs, which means in a few months I’ll be able to report on what percent of the top 100 changes in a three-month period in the new algorithm.)

Something else happened as well. The Chinese showed up.

The new rankings, which feature recently popular blogs, have some similarities – especially at the top of the rankings. But they’re radically different outside the top 20. Of those 20 new blogs in the top 100, 11 are in Chinese. In the September figures, three of the 14 blogs (21%) I was watching were in Chinese (tied with Portuguese as the best-represented non-English language in the top 100). In December, none of the Portuguese blogs are ranked and 60% of the non-US/non-English blogs are in Chinese.

Basically, the Chinese language blogosphere appears to be exploding in popularity. And the 12 Chinese blogs listed in Technorati’s top 100 may be just the tip of the iceberg.

All 12 of the Chinese blogs are hosted by MSN. This isn’t entirely surprising – research by my friend Matthew Hurst on pingserver data suggested that a huge percentage of total blog posts are coming from MSN and that a substantial percentage of MSN Spaces blogs are being written by people in China. Using data from a paper Matthew is publishing in a few weeks, I estimate that MSN is hosting a minimum of 2m Chinese language blogs, including Chinese and Taiwanese bloggers. That’s an amazing figure, as Technorati and Blogpulse each index roughly 20 million blogs in total – MSN’s Chinese-language blogs alone might represent 10% of the blogosphere.

Matthew’s analysis draws from pings sent to the weblogs.com server, where many weblogging platforms send pings whenever a blog is updated. “Many weblogging platforms” doesn’t appear to include Bokee or Blogbus, two of the most popular weblogging platforms in China. I just retrieved an hour’s worth of data from weblogs.com and did some simple searches. Of the 80,880 pings registered in that hour, MSN spaces blogs registered 9612 pings, Blogspot registered 6393 and Typepad registered 102… Neither Blogbus.com or Bokee.com registered a single blog.

Services like Technorati and Blogpulse have started sharing ping data with one another through an initiative called “FeedMesh” – if a ping is received by one of their pingservers, it gets shared with other weblog search engines. But it’s unclear to me whether any of these pingservers are seeing pings from Bokee, one of China’s largest blog hosting providers. (Recent statistics from blo.gs, a major pingserver in the FeedMesh project, doesn’t list any Chinese blog hosts other than MSN in their list of top 20 bloghosts seen on their pingserver.)

A search for the string “spaces.msn.com” on Technorati yields over 2.1 million links. Searches for “bokee.com” yields less than 3,000 links… and they all appear to be on MSN Spaces blogs, which are linking to Bokee blogs. A search for “blogbus.com” yields roughly 62,000 links, most from Blogbus blogs, but other prominent Chinese hosting sites, like Tianyablog.com or Blogcn.com, only appear on MSN Spaces blogs. (A search for “blogcn.com” gives a sense for just how big that site might be – despite apparently not indexing blogcn.com blogs, Technorati returns over 50,000 links for the search.)

A recent (and controversial) study by Baidu, a leading Chinese search engine, claims that there are 37 million blogs in China, maintained by 16 million bloggers. MSN Spaces is one of 658 blog hosting companies in China, and of the top ten companies cited in the Baidu study, at most 4 are well indexed by Technorati. (MSN is very well indexed, and Blogbus appears to be well indexed. MBlogger.cn turns up some posts, though a large number of errors, and cnblogs.com turns up a small number of posts.)

My point is not to beat up on Technorati, which has made great strides in indexing blogs in different character sets recently, but to point out that the 12% of the blogs in Technorati’s top 100 list may be an undercount. If there are some prominent, well-linked blogs on other major Chinese bloghosting providers (and it seems likely that there would be), there might be 20 or more Chinese blogs in the Technorati top 100.

This raises any number of interesting questions for folks like me who spend our free time making sweeping generalizations about “the blogosphere”. The next time I write something like “An easy route to popularity in the blogosphere is to write about US politics or about technology”, please feel free to respond by asking, “Just what blogosphere are you talking about?”

It’s not clear to me that it makes sense to use the term “the blogopshere” when talking about the set of Chinese and English bloggers. While there are some efforts out there to make the Chinese blogosphere more understandable to English speakers (notably EastSouthWestNorth) and vice versa, when I look at the links to these prominent Chinese-language blogs, they’re all in Chinese. (And when I look for links to prominent English sites, very, very few are in Chinese.) If Chinese blogservers aren’t sending pings to the same servers – and consequently aren’t getting indexed by the same search engines – we can’t even say that we’re using a common toolset.

Researchers hoping to make broad statements about weblogs are going to have to start getting profoundly polylingual. The new Technorati top 100 features several blogs in Japanese (including, intriguingly, some celebrity blogs – one by a swimsuit model, another by the catcher of the Yakult Swallows), a Spanish geek blog, an Italian political comedian, and a German journalism blog.

Monolingual idiot that I am, my best bet appears to be to hang out as much as possible with Rebecca MacKinnon, who’s fluent in Mandarin from her years in China. Thanks to her, I have an eighth of a clue about what these top Chinese blogs are about. The majority seem to be trading tips, tricks and software tools that help bloggers customize their MSN Spaces blogs.

Bloggers blogging about blogging? How very 2003!

Is the presence of all these Chinese blogs in the Technorati top 100 making English-speaking bloggers about what’s going on in the Chinese blogosphere? I remember a wonderful post by Kevin Marks, where he remarks on his frustration at not being able to understand the Persian-language weblog that used to be in Technorati’s top 100:

However, I look at blogs like this and feel like Ginger in Gary Larson’s classic What Dogs Hear.
‘squiggle squiggle squiggle Blog squiggle squiggle squiggle Permalink’

Unfortunately, Google’s Chinese/English translation engine isn’t much help with those squiggles. Translating the most popular Chinese language page in the Top 100 into English begins with the lovely phrase “The hot spot pays attention to Msn splendid space wind and cloud announcement”. I’m guessing I might be missing something.

Okay, the translation gets better when you get into the body of the post. And it’s cool that locker2man is reading Slashdot and translating articles for his readers. But how much cooler would it be if someone were translating him into English as well? What do we miss if the blogosphere gets more and more culturally and linguistically diverse and idiots like me can only read a small fraction of what’s out there?


  1. If the French had thrown their weight behind Esperanto when it came up in the League of Nations, they wouldn’t be having to learn English now. I believe that if the English-speaking world were to throw its weight behind Esperanto then we wouldn’t all have to learn Chinese. Unfortunately, it looks like people simple won’t learn.

    Comment by Steven Brewer — December 23, 2005 @ 9:19 pm

  2. Thanks for sharing your thoughts and knowledge on blogging…I perused your PDF attachment, and boy I didn’t realize how deep and convoluted this “blogging thing” is, the good thing is that I was able to fill some void I hadn’t known existed in my mind.

    Happy Holidays!

    Comment by imnakoya — December 24, 2005 @ 2:02 am

  3. 12 Good Reasons to Learn Chinese

    From Ethan’s My heart’s in Accra: Basically, the Chinese language blogosphere appears to be exploding in popularity. And the 12 Chinese blogs listed in Technorati’s top 100 may be just the tip of the iceberg. All 12 of the…

    Trackback by Rock-n-Go 岩棋志 — December 26, 2005 @ 10:30 am

  4. perhaps someone should start a translation blog. submit in any article you want to translate, and it’ll be translated FREE

    Comment by WTJ — December 27, 2005 @ 1:34 am

  5. Hoping for a Slower 2006

    Happy holidays, everyone! As 2006 approaches, I find myself in an increasingly unfamiliar spot: my office, in the attic of my house in Lanesboro, Massachusetts….

    Trackback by WorldChanging: Another World Is Here — December 29, 2005 @ 12:16 pm

  6. Thank you, Ethan. This is really helpful. As you say, talking about “THE blogosphere” conceals important divisions.

    Comment by David Weinberger — December 29, 2005 @ 2:28 pm

  7. Not only for the blogs, the chinese are very active on flickr and always been active forum content generators. A person I know was backpacking in Europe – he was planning on moving on to another city in another country via train. The two Chinese guys who were sharing the dorm with him stopped him and drew an alternative plan for him that would end up saving him lots of euros. The guy was very thankful and he asked the guys where did they get this info from. The Chinese guys showed him a travel forum where all such money saving travel in Europe tips were being discussed. You have millions of these very inquisitive guys dissecting every information available.

    Comment by Preetam Rai — January 1, 2006 @ 1:11 am

  8. […] I’m sitting around my kitchen table this morning, watching the snow fall and thinking about the topics I’d like to research in 2006. High on my list of things to get smarter about is the Chinese-language blogosphere. As I mentioned a week ago, Chinese-language blogs appear to represent a huge and growing portion of all blogs on the Internet. Anyone who wants to understand what’s going on with international weblogging needs to start getting a better understanding of the Chinese blogosphere. […]

    Pingback by …My heart’s in Accra » MSN in China and censorship of the Chinese blogosphere — January 3, 2006 @ 1:26 pm

  9. FLOSS Redux: Notes on African Software Politics

    BySoenke Zehle The info-technological development of Africa is providing a critical laboratory for testing the utilitarian and egalitarian claims of the FLOSS community. The question of whether to adopt a free or proprietary route quickly expands beyond t

    Trackback by Mute magazine - Culture and politics after the net — January 6, 2006 @ 1:21 pm

  10. […] Ethan Zuckman, co-founder of Global Voices Online, studied the Chinese blogs in Technorati Top100: all of them were hosted on MSN Space and most of them were blogs that offered tips, techniques used in MSN Space. He found out that Chinese BSPs usually did NOT ping those seaching engines, which eventually caused some troubles in the multilingual and multicultural blogosphere. […]

    Pingback by China Web2.0 Review » Chinese Blogosphere on Web2.0(Dec26th-Jan1st) — January 11, 2006 @ 8:23 pm

  11. […] Ethan Zuckman, co-founder of Global Voices Online, studied the Chinese blogs in Technorati Top100: all of them were hosted on MSN Space and most of them were blogs that offered tips, techniques used in MSN Space. He found out that Chinese BSPs usually did ping those seaching engines, which eventually caused some troubles in the multilingual and multicultural blogosphere. […]

    Pingback by China Web2.0 Review » Chinese Blogosphere on Web2.0(Dec26th-Jan1st) — January 24, 2006 @ 4:47 am

  12. […] Chris Anderson asked me to give a three minute talk at TED, based on my blog post, 12 Good Reasons to Learn Mandarin. I just did, and my notes for the talk follow below. […]

    Pingback by …My heart’s in Accra » My talk… in 180 seconds — February 23, 2006 @ 2:43 pm

  13. Hey, neat post. Thanks. bb

    Comment by bb — March 8, 2006 @ 2:44 pm

  14. A very informative post on the huge blooging phenomenon and especially in the Chinese context.

    Just look at MySpace and the global online community it has spawned.

    Learning Chinese has 2 dimensions to it though.
    Reading and Writing
    Listening and Speaking.

    In response to WTI’s request for website translation, there are a lot of free software now to do it.

    Check out http://www.newsinchinese.com.

    Listening and Speaking is much easier though and hey, it’s that much more rewarding to communicate face to face! =)

    Have a good one!

    Founder – ChinaSpeak

    Start Speaking Chinese in 58 Minutes
    With Your Eyes Closed


    Comment by Alex — March 31, 2006 @ 1:08 am

  15. Did you want a friend who study Chinese?

    Comment by 公源 — April 9, 2006 @ 5:16 am

  16. Hey, good post. Thanks for your sharing. I am Chinese girl and want to make friends all over the world. I want to study Engish better and better. Feel free to contact me at my email address: jiayuguo@gmail.com

    Comment by Joyce — April 10, 2006 @ 3:17 am

  17. In China ,more people perfor use QQ to msn.
    QQ just like msn,but QQ is ues chinese for it software.That is QQ why easy for Chinese poeple.
    ,and popular than msn.

    Comment by notebook — April 22, 2006 @ 10:04 pm

  18. […] A few months ago, sorting through the Technorati Top 100, I noted that a number of Chinese bloggers had entered the elite, and suggested that Chinese blogs as a whole may be undercounted by engines like Technorati, as many Chinese blog servers don’t contact the ping servers engines like Technorati rely on to find new blog posts. Since I made that post, it looks like Technorati has begun indexing a few more Chinese blogging sites… but it still seems to be missing most blogs on Bokee.com, for instance. I asked Isaac Mao, when I got the chance to hang out with him in Manila, whether Chinese bloghosts would start supporting pingservers any time soon. He pointed out that many Chinese geeks don’t see the advantage of having their blogs indexed by an English-language, American-hosted service… […]

    Pingback by …My heart’s in Accra » English blogposts no longer the largest plurality? — May 1, 2006 @ 7:39 pm

  19. I enjoyed reading your post.

    http://www.chinglish.com could help you overcome some language difficulties.

    Comment by marius — November 28, 2007 @ 8:37 am

  20. A lot of Chinese people use MSN though for communicating with foreigners, particularly so they can study English. http://www.Enlgishbaby.com is an English learning site which I visit just to meet Mandarin speakers online, although the original purpose of the site is to teach English. I would say half of the people using the site are Chinese, and most use the blogging service that is part of the site to write English-language blogs both to learn the language and to connect with non-Chinese speakers.

    Comment by Al — April 14, 2008 @ 1:25 pm

  21. if you want to learn chinese …..

    you can through use MSN .

    It’s many chinese use it nowday….

    my msn bemsom@live.cn

    i can help you learn chinese
    you can help me learn english too…..

    i’d like chatting

    just you like !!

    Comment by BEMSOM — June 13, 2008 @ 12:33 pm

  22. I would love to chat with people who would love to learn Chinese on Facebook. Please add CiCi Silkroad.

    Also, if you get a chance please check out http://www.silkroadinstitute.com. Silkroad Institute Chinese learning videos are a fast, affordable, and entertaining path to cultural enlightenment.

    Comment by CiCi Silkroad — June 19, 2008 @ 7:14 pm

  23. I’m a translator and author, and I’ve written some articles both in English and Chinese.
    If you want to learn Chinese, and your mother tongue is English, I’ll teach you, of course, it’s free to learn.
    Welcome to China, welcome to learn Chinese.
    My MSN:dinafengjing@live.cn

    Comment by dina — August 2, 2008 @ 4:19 am

  24. I like talking on MSN ,because it is very easy for you to find someone to chat.Besides, you can talk whatever you want to with native speakers.
    So,if you really want to talk with native chinese ,check out the good site for chinese learners

    Comment by shellyuan — September 18, 2008 @ 6:22 am

  25. […] Western people want to find out which blog is the best and it turns out to be a Chinese website. They just shrug, scratch their heads and say, “well, that’s China.” Since they don’t understand Chinese and think that the language is insurmountable they just disregard it all and move on with their own lives. This is from 2005: […]

    Pingback by China Blogosphere 101 | M and MX .com — October 17, 2008 @ 12:04 pm

  26. Thanks for sharing these reasons..After reading these reasons people will definitely desire to learn Chinese language..

    Comment by Gina W — November 19, 2008 @ 2:05 am

  27. Really after reading this blog people will gain interest in studying Chinese and Mandarin. I think for this China is the best place.

    Comment by Chung Lu — January 17, 2009 @ 4:00 am

  28. I have been working as a professional translator and vivid writer, If you want to learn Chinese, and your mother tongue is English, the best place is studiochinese.com..Have a look at it..

    how to speak Chinese

    Comment by Jack Black — January 31, 2009 @ 8:08 am

  29. there are many reasons for you to learn Chinese, and I will do my best to help you to learn Chinese. So I’d like to introduce my site to you . vochinese.com is a online platform for learning Chinese Culture and chinese language.

    Comment by voice of Chinese — April 13, 2009 @ 3:41 am

  30. That was quite a long post about blogging! I also cover some of the many good reasons to learn Chinese on my newly launched http://www.graspchinese.com website. It seems everyone is interested in teaching and learning Chinese these days :)

    Comment by Mandarin Chinese Teacher — February 18, 2010 @ 4:15 pm

  31. I believe China is growing sharply both ecomony and politics. The trend looks apparent. Many US people is going to work there.Chinese language will be the first language beyond the English

    Comment by Chinese lessons — April 21, 2010 @ 11:47 am

  32. Written in 2005, the post only gets more relevant today. We run two blogs on the same topic, one in english and one in Chinese. In the first month, the chinese blog attracted over 100 readers a day while the english only 5, despite having similar search engine rankings.
    I’m going to carry on working on my Chinese!

    Comment by Language Lab Designer — September 25, 2010 @ 4:02 am

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