This article investigates the usage of blogs in electoral campaigns in Sweden, a country characterized by strong political parties and a party centered form of representative democracy. The central argument is that blogs are utilized in different ways by different parties. The empirical analysis based on a survey among over 600 blogging politicians indicates a vast difference in uptake and usage of blogs between the right- and left wing politicians. The results indicate that ideological positions towards individualism and collectivism matters for the practice of blogging.