Abstract
This paper examines blogs by three senior politicians as examples of governing at a distance. It considers how the translation of policy messages might be supported by what Scannell has called the 'for-everyone-as-someone' structure of communication. Three communicative characteristics of the blogs are considered: politicians' attempts to seem like ordinary people; their efforts to manage time and appear spontaneous; and their claims to be conversing with and listening to the public. The paper concludes by raising questions about the consequences of digitally mediated intimacy for democratic representation.