Abstract: As a new communicative form on the web, blog is attracting, with its most powerful influence and function, the broad masses of netizens recognition and use. It greatly facilitates the informative communication and the conveyance of feelings between people, at the same time, it profoundly disturbs people’s ideology and moral behavior. The ethical questions caused by blog are attracting the widespread concern of the academic circles. The present article analyses the cause of blog phenomenon, its features and influence, and proceeds to discuss, the ethical questions triggered by blog ohenomenon, and simultaneously tries to set up a new ethical order on web.

Key words: blog, blog phenomenon, ethics, order constructure