Jinglei is a popular actress (and director of Letter From An Unknown Woman) in China, who in 2005 began a blog (‘I got the joy of expressing myself’) which within a few months had garnered 11.5m visits and spurred thousands of other Chinese to blog. In 2006 statisticians at Technorati, having previously not factored China into their calculations, realised Jinglei’s blog was the most popular in the world. In it she reports on her day-to-day moods, reflections, travels, social life and cats (‘Finally the first kitten’s been born!!! Just waiting for the second, in the middle of the third one now!!!!!!!! It’s midnight, she gave birth to another one!!!!!!’). She blogs in an uncontroversial but quite reflective manner, aiming to show a ‘real person’ behind the celebrity. Each posting, usually ending with ‘I have to be up early’ or a promise to report tomorrow on a DVD she is watching, is followed by many hundreds of comments from readers – affirming their love, offering advice, insisting she take care. Last year her blog passed the 1bn clicks mark.
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