Relevance outside the media to other target groups
News is a choice.
Some of the obstacles and opportunities
Breaking news- Stop the press!Spotting the news story in your research
“People tend to asses the relative importance of issues by the ease withwhich they are retrieved from memory – and this is largely determinedby the extent of coverage in the media”, Daniel Kahneman, Noble PrizeLaureate in EconomicsWHY BOTHER?
“The news is what I say it is”, David Brinkley, network anchormanWHAT IS NEWS?
The language of the media• Concrete• Well-timed• Meaningful
News values – Harcup & O’Neill• The power elite• Celebrity• Entertainment• Surprise• The agenda of the newspaper
News values….• Good news• Bad news• Magnitude• Relevance• Follow up
Obstacles and opportunities as researcherUSING THE MEDIA TO REACH OUT
Using the news agenda - Issues, trends and hooks• The climate• Sustainable development• Health• The shift of power from west to east• Economic crisis• Ageing population• Issues of integrity
Case studiesThe Bottom Line of Cultural Diversity at the Top• Unexpected• Relevant• Good news• Magnitude