Week 3 - Reflective Response to Reading

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Week 3 - Reflective Response to Reading

  1. 1. Student no: s13161812 Reflective Response to Reading – Week 3 MED4105 1 | P a g e Gemma Harris The key argument of the author in week three’s reading is that the changes in technology could improve journalism for the better and in fact the crisis may not lie within just journalism but companies not evolving with the technological advances. An important point is technological changes mean certain things within the journalism industry have also changed such as the closer relationship between producer, other sources, and consumer and the increasingly wide availability of information. A concept that helped me understand this was an overview of one new toolavailable ‘Crowdsourcing and User- Generated Content’. Costeltoe claims “It is not new; it grew to what it is now” suggesting due to the development of technology, primarily within social networking sites that enable sharing, journalists obtaining information from the public, and from other sources, has increased (Van Der Haak and Parks et al., 2012, p. 2928). While some may argue this is bad as credibility may decrease, the reading implies this is good for journalists as they can gather information closer to the issue; good professional journalists can determine which information is more reliable obtaining more credible perspectives. Crowdsourcing is existing in a variety of media organisations, due to technology innovation,such as Hootsuite, a site that interacts with social media and allows journalists to obtain specific news feeds from all social networking sites in one place and so they have access to publicly produced information easily. New technology has also changed theorganisational structure of media organisationsand their production processes; therefore, audiences receive media products differently from previous eras. For example, atheory ‘the long tail’ by Chris Anderson suggests due to the increase of online retail it has enabled “the non-hits to expand to the extent that they
  2. 2. Student no: s13161812 Reflective Response to Reading – Week 3 MED4105 2 | P a g e Gemma Harris economically outweigh hits” meaning audiences have wider access to a range of products that were not previously available in traditional processes. (Long and Wall, 2012, p. 198). Organisational processes have changedto collaborate with audiences more “detailed audience information can facilitate later stages of the production process by giving the audience input into production decisions” (Musburger and Kindem, 2009, p. 2). In conclusion, I’ve understood that changes in technology causes changes within the structure and processes of media organisations such as the involvement of audiences and receiving of media products. Therefore, a new investigation could be“How do the changes in organisational structures, due to technological advancements, have an impact on the relationship between journalists and PR professionals?”I could also investigate “How has this, consequently, affected the distribution of media products their meaning?” A suitable methodology would be an ethnography of journalism and PR organisational structures and their production and distribution processes.
  3. 3. Student no: s13161812 Reflective Response to Reading – Week 3 MED4105 3 | P a g e Gemma Harris Bibliography: Long, P. and Wall, T. 2012. Media studies. 2nd ed. Harlow, England: Pearson Musburger, R. B. and Kindem, G. A. 2009. Introduction to media production. Amsterdam [u.a.]: Focal Press/Elsevier. Van Der Haak, B., Parks, M. and Castells, M. 2012. The future of journalism: Networked journalism.International Journal of Communication, 6 p. 2928.

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