"Blogging is a social phenomenon, and the Blog-osphere self-organizes into clusters of the like-minded. Within one of those clusters, the small-scale drama of a life, the incisiveness of one's film criticism or the knowledge one imparts about esoteric telcom regulations can foment a weird kind of microcelebrity. "In the future, everyone will be famous to 15 people on the Web," says David Weinberger, author of "Small Pieces Loosely Joined," an incisive book about the Net."

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