New trends in media writing
The issue is to be seen from two
perspectives- journalistic and PR
Let’s look at what has really changed in
the media landscape and media
content from the journalistic perspective
and the lessons to be learnt from the
perspective of teaching and learning
Convergence of media
The onslaught from the fourth screen.
The access of news increasingly is shifting from
newspapers to TV to Net and now through the
mobile phones.
Convergence in news may mean more resources
to probe issues
Convergence in news may also mean finding a
new lingo that is understood by a disparate
audiences.
The increased ability of the public to
actively search for information at his/her
own convenience and pace and to interact
online with news web sites
Increasing public access to different
forms and types of media and to a
greater diversity of content.
Reduced “gate-keeping” powers of
major news organizations; less power to
set the news agenda or manipulate the
public’s understanding of events.
Newer and powerful story-telling
methods through multi-media
technology.
Some negative effects of change
Rise in “journalism of assertion”.
Increase in unsubstantiated opinion and
rumours that harm journalistic credibility
Lack of restraint among online writers.
Competitive and alleged corporate
pressures to lower ethical standards
and sensationalize stories.
Increasing public disgust about how a
“ubiquitous” media violate personal
privacy.
Confusion about who is a journalist,
when anyone can publish.
The increasing instances of ‘quid pro
quo’; paid journalism. Allegation of
cross-fertilization of media-corporate
and media-politico nexus. Ex. Radia
tapes fiasco.
Ethical “vertigo” (haziness) regarding
news values, newsworthiness, credibility.
What standards are appropriate for
this new ‘media’ mix?
Changes in news media audiences
The proliferation of news outlets means that audiences
can read and watch their news on various channels and
web sites. In other words, media audiences have
fragmented. No longer does an overwhelming majority
of people sit down in the evening to watch one channel
(Like Doordarshan days with two news bulletins in a
days).
People now get their news updated throughout
the day, when they want it. They surf the web to
find the stories that interest them. Some describe
these niche audiences as impatient, “remote
control” audiences, who want the information
they’re seeking without delay and without
additional unsought news.
Lessons to be learnt
Market driven changes (intense competition
among media; revenue models )
Technology driven changes (speed/
convergence/ immediacy )
Moral panic (intensity of feeling expressed
by a large number of people on an issue
that threaten social order)
Media circus (when media reaches in
droves for an event or happening that
does not call for that)
Media writing from PR perspective
Paid news syndrome – whose news is
it?
Allegation of PR influence in media
content
‘Shoot the messenger’
Quid pro quo. Is it ethical?
Role of academics and media teaching
institutes/universities
Conduct research in to media trends,
content and sociology; initiate
dialogue; bring issues in the public
domain
Acquire a watchdog role
Democracy and media are interdependent.
Any dent in media trust would in turn dent
democratic institutions.
Presentation: Jaishri Jethwaney,
IIMC, New Delhi