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How exactly are political blogs "two-way communication"?

Politics

Can someone who reads this blog explain to me in detail how blogs for political campaigns enable "two way" communication with the public? What features of blogs are you talking about when you say "two way" communication? (or Participatory Politics if you will). Are we saying that blogging is "two way" because everyone can have a blog and link between blogs? Is that really a way to foster and nurture a community of supporters?

When I try to describe blogs as political tools, I get a blank stare - "Hows that different than a web site you update every once in a while?". How do I best answer that question?