I believe that writing is both a social and an individual practice. I think that it all depends on who the writer is. There are some people out there who don't want other people reading their work; for instance someone who writes in a diary. These people obviously don't want other people reading their work and they keep it separate from the rest of the world on purpose. For those people who write for a social purpose, they want their work out there. These people write to be heard or to entertain people with their work. They write because they have a crowd or a certain audience to please. I know a few people who write on a sports blog, and they do so because they want other fans to read and respond. In the end, I believe that writing is whatever the writer makes it. Some people are more private, while others share their work with whoever wants to read it.
Blogs are an interesting case, since so many bloggers seem to treat them like private diaries - and yet they're posted in a public space. The topical blogs like your friend's (sport, news, food) tend to be less personal and confessional.
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