Weblogs are becoming increasingly popular and bloggers desire traffic. This study seeks to give an overall view of weblog systems including factors that affect weblog traffic. Key concepts of chaos theory are used to construct an interpretive framework to illustrate weblog traffic dynamics where interactions between a number of factors and weblog traffic are such that clear causal relationships cannot be established. Weblog systems tend to be non-linear, dynamic and deterministic. The sensitivity of weblog traffic to initial conditions is highlighted, which makes long term prediction impossible. Also, chaos theory suggests that weblog traffic exhibits "self-similar" dynamics. Implications are given for practitioners. Research opportunities are presented.