Blogs are the evolution of online communication, the ability for the user to articulate their views and opinions in a forum that is now widely regarded. Understanding this new form of communication is essential in evaluating the popularity of the new media environment. The relaxed nature of the blog however, does open up the question of authenticity and journalistic integrity, as material may not be original and therefore essentially an infringement of copyright.
Individuals are drawn to the blog due to the freedom of speech it offers users. It opens up consumers to a multitude of opinions and allows them to engage and reflect in their own way, building upon someone else's views and leading to collective intelligence.
I do agree with a number of the questions you ask in relation to the creative integrity of the blog. In my opinion, as this new media style continues to evolve, rules pertaining ownership will arise and users will have to adhere to a code of practice while engaging in this type of online forum. In my opinion, I think blogging is only appealing because people can say what they want without having to attribute it to the real source. When rules and regulations are put in place to essentially legitimise the information given by others, it is then society will see the emergence of a new media form.