The New Agenda Setting Paradigm in the Web: Cybermedia Towards News Social Filters International Association for Media and Communication Research París, 25 July, 2007 José Manuel Noguera Vivo [email_address]

August 2005  The Washington Post signed an agreement with David Sifry to use Technorati… Media can not (and must not) forget this: The Web every time is constantly an increasingly user-generated social space:

For the first time, social networks are the contents more used by people, more even porn content : Porn MySpace Facebook

Sample in our case of study: Towards which social filters do the mass media approach the most? Fifty newspapers From 22 countries (USA, Spain, England, France, Germany, Brazil, Mexico, Canada, Finland, Denmark, Chile, Colombia…) Collected from January to June 2007 Based in a Jay Rosen´s list (“The Best Blogging Newspapers”) and the rest at random Each day, the most important article (lead article) was selected for analysis

Fifty newspapers

From 22 countries (USA, Spain, England, France, Germany, Brazil, Mexico, Canada, Finland, Denmark, Chile, Colombia…)

Collected from January to June 2007

Based in a Jay Rosen´s list (“The Best Blogging Newspapers”) and the rest at random

Each day, the most important article (lead article) was selected for analysis

1º Tagging online (Del.icio.us) 2º Social Filters (Digg) 3º Personalized Web Services (MyYahoo) 4º Track the Buzz and Issues (Technorati) Results:

Media use social tools for… - Helping users to tag, save and store Promoting content among users Offering content in a “friendly” way (Netvibes) Tracking the buzz generated

Promoting content among users

Offering content in a “friendly” way (Netvibes)

Tracking the buzz generated

Media do not use social tools for… - Involving content in new journalistic projects

- If Media hold a real desire to approximate to the social filters, the civil participation will have more weight than never in the configuration of Agenda Setting Small ideas… - Media are more focused on how to place their content in other communities (“spaces” or “places”) than how to obtain valuable answers from them - Is the way opened a gesture with more symbolism than conviction? - And on the other hand, placing and to promoting journalistic contents among social filters, can be considered a way to get valuable feedback from the audience? We need projects in this sense

Thanks for your attention JM Noguera [email_address]