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Reconnecting Journalism and Citizens (and a little bit about Diversity) From Elements chapter 11

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“ Reconnecting journalism and citizens ” implies a disconnect. Do you pay attention to mainstream media?

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Demassification.

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Plus, you can watch TV for free anytime you want.

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<ul><li>Gone are the days of news having a large common denominator. </li></ul>

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Here are 2009 stats: <ul><li>The evening network news lost 2.5% of their audience as compared to the prior year, and the three network newscasts only draw 22 million people per night ( in 1980, they drew 55 million; in 2000, they drew more than 33 million ). </li></ul><ul><li>Local broadcast news is losing viewership steadily (though still making money). </li></ul><ul><li>Newspaper circulations declined 10.6 percent from 2008. </li></ul><ul><li>After cutbacks, Time magazine has half the staff (147 people) than it had in 2003. </li></ul>

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The country is actually growing in population. So where did the consumers of journalism go?

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Some days, more people in Philadelphia watch The Daily Show at 11:00 pm than watch the Philadelphia news stations.

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Sometimes Seinfeld reruns get a larger audience than CBS3 news at 11 pm.

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Celebrities are our greatest common denominator.

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So what?

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Everything is changing. Largely because of technology.

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It is vital that we get information. The more you know, the better your life can be. For real.

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Is there a problem with information not being delivered via the traditional modes? Is the Internet screwing everything up?

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Or is technology making life better?

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Journalism isn’t dead. It’s evolving .

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The one constant? Journalism is a business .

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But that doesn’t mean that citizens are customers. Readers, viewers and listeners are not customers.

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Citizens should be considered consumers . Customer does not equal consumer.

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What’s the difference between consumer and a customer ?

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A customer purchases. A consumer absorbs . If you work for a customer, your goal is to sell a product.

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Journalists work for the citizens . Your media outlet may cut you checks but your ultimate duty is to the citizens.

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The Fourth Estate. Executive. Legislative. Judicial. Journalists.

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Journalism is not marketing. <ul><li>Do you put celebrities on the cover of magazines because it is the most important story of the week? </li></ul><ul><li>Do you put the Lindsay Vonn on the cover because she will sell mags? </li></ul><ul><li>( by the way, she was an Olympic champion skier ). </li></ul>

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What are the criteria that should go into news decisions? <ul><li>Relevance? </li></ul><ul><li>Conflict/ controversy/ disaster? </li></ul><ul><li>Human interest/ drama? </li></ul><ul><li>Unusualness? </li></ul><ul><li>Impact? </li></ul><ul><li>Proximity? </li></ul><ul><li>Prominence? </li></ul><ul><li>Timeliness? </li></ul>

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How do you decide what is the main news? <ul><li>Is there drama? Conflict? Human interest? Prominence? Timeliness? </li></ul><ul><li>NOT will it sell papers and mags, and draw viewers to television and online outlets? </li></ul>

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Again, our celebrities are our common bond, the greatest common denominator. Thus the “ branding ” of celebrities and the cult of personality.

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<ul><li>Brian Williams is now the face of NBC network news. </li></ul>

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<ul><li>Brian Williams is now the face of NBC network news. </li></ul><ul><li>And he hosted NBC’s Saturday Night Live last year. </li></ul>

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<ul><li>Brian Williams is now the face of NBC network news. </li></ul><ul><li>And he hosted NBC’s Saturday Night Live last year. </li></ul><ul><li>Is that a conflict or smart marketing? </li></ul>

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Understand how to make good decisions, and appreciate how decisions were made. Be analytical .

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The principles of journalism: <ul><li>Journalism’s first obligation is to the truth. </li></ul><ul><li>Our loyalty is to the citizens. </li></ul><ul><li>Journalism is a discipline of verification. </li></ul><ul><li>We must remain independent. </li></ul><ul><li>We must be an independent monitor of power. </li></ul>

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The principles, part II: <ul><li>We provide a forum for public criticism and compromise. </li></ul><ul><li>We have a duty to make the significant interesting and relevant. </li></ul><ul><li>We must be comprehensive. </li></ul><ul><li>Journalists must have a conscience. </li></ul><ul><li>Citizens are a vital part of journalism. </li></ul>

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Why do we see certain things?

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And we don’t see other things?

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There is a decision process behind every image. Why create these images? Is there a purpose in showing these images?

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<ul><li>Is there a benefit to society in seeing an image like this? </li></ul><ul><li>Does this image make the significant seem interesting and relevant? </li></ul><ul><li>Is it intrusive? </li></ul><ul><li>Is it exploitative? </li></ul>

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Does an image like this only alienate the public? We can’t afford to lose more of our audience.

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Reasons the public has moved away from the press: <ul><li>Technology (the Internet). </li></ul><ul><li>Greater number of options. </li></ul><ul><li>Journalistic fraud. </li></ul><ul><li>Thin coverage. </li></ul><ul><li>Perceived exploitation. </li></ul><ul><li>Partisan coverage. </li></ul><ul><li>Lack of trust overall. </li></ul>

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What do we need to do to reconnect to the public?

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It begins with diversity , specifically diversity of thought. Let’s call it, “ Intellectual Diversity .”

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Journalists have an obligation to be comprehensive. It’s a principle of journalism, you know.

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By the 1980’s, newspaper advertising was really hurt by television. So newspapers sought a niche audience: the better educated and wealthier.

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Newspapers became vehicles for advertisers to reach the wealthy. TV and radio are for a blue-collar audience.

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Magazines started targeting niche audiences in the 1960’s.

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The economics of journalism became a huge decision factor in the mid-1980’s. After the arrival of USA Today, Fox and CNN.

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To make greater profits, staffs were reduced.

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Fewer staffers meant that not every community could be covered.

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Serving wealthier audiences meant that poorer communities didn’t receive as much coverage.

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Which gets us to where we are today. The only time we hear about many communities is when bad things happen.

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Is journalism comprehensive? Can it be?

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Where do you begin to be comprehensive?

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It begins by having a comprehensive staff with diverse people. Diversity does not just mean black and white .

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By diversity, we mean: <ul><li>Race </li></ul><ul><li>Ethnicity </li></ul><ul><li>Religion </li></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Economic </li></ul><ul><li>Diversity of thought (lifestyle) </li></ul>

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Intellectual diversity . We, as a society, should be open to ideas.

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Academic Freedom ? <ul><li>David Horowitz says that Temple is not diverse at all; the university espouses only left wing ideology. </li></ul>

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When mainstream media bypasses groups and communities, niche media arises.

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Opportunity.

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Fox News? <ul><li>Their evening shows, which are geared toward conservative audiences , increased their audiences by 25 percent in 2009 from 2008. </li></ul><ul><li>(They average around 2 million people during the evening). </li></ul>

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Niche media? <ul><li>BET </li></ul><ul><li>Philadelphia Tribune </li></ul><ul><li>MiND TV (Philly public television) </li></ul><ul><li>The Defenestrator </li></ul><ul><li>Philadelphia Weekly/ Philadelphia City Paper </li></ul><ul><li>Westside Weekly </li></ul>

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Temple Journalism Department’s mission: <ul><li>To develop critical-thinking journalists who can communicate creatively in a multimedia environment and remain sensitive to the diversity of perspectives within urban , underrepresented communities of our increasingly multicultural world. </li></ul>

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Diversity goes beyond ethnicity, race and gender. <ul><li>Ideological diversity (religion, political, lifestyle, special interests, etc.). </li></ul><ul><li>Social class diversity. </li></ul><ul><li>Economic diversity. </li></ul><ul><li>Age diversity. </li></ul><ul><li>Intellectual diversity is intensely difficult to foster because of the hierarchical structure of media operations. </li></ul>

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The difficulty is that people like people who agree with them. It’s human nature.

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Society is not homogenous. And journalism shouldn’t be either.

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Media outlets need to foster the “ journalistic culture .” Newsrooms should buzz with discussion about issues facing journalism .

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The best way for journalists to connect with the public? Invite the public’s participation .

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Now more than ever, journalism can be a forum for debate.

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How can the public get involved? <ul><li>CNN’s I-Reports. </li></ul><ul><li>Comment on </li></ul><ul><li>online stories. </li></ul><ul><li>• Start your own damn </li></ul><ul><li>blog or website. </li></ul><ul><li>Write to stations and </li></ul><ul><li>publications with story </li></ul><ul><li>suggestions. </li></ul>

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The danger with getting citizens involved is that we don’t know who we can trust. Any clown can be a publisher.

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Which is why it is important for everyone to be an educated consumer of the media.

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And why everyone should be a journalism major. ( Plus, the journalism department awarded $43,000 to journalism students two weeks ago ).

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Journalism is the greatest job in the world.

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Journalism is the greatest job in the world. Seriously .

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Journalism is a business. Sadly.

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But being a journalist is still a noble occupation.

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In theory, we are the educators of the public at large.

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It is a great privilege to be a journalist.

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The rewards of journalism aren’t the paychecks.

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We have the ability to bring change . We can help people .

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We can shed light on the positives of society. The news shouldn’t always be bad stuff . The bad stuff is generally just easier to report.

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The job of the journalist is to teach the audience about the world around them . Journalism = entertaining + informing

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Everyday is different.

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Journalists meet amazing people and see amazing things.

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It is absolutely humbling. You think you know something and the reality is, you don’t know a thing .

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Being a journalist has taught me to appreciate every day. I am in awe of existence.

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The things I have seen and experienced have shaped my personal character.

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Objectivity is a goal but the reality is that we are all humans with unique backgrounds.

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You have a duty to tell the truth and to be comprehensive . And you should have a conscience .

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Remember: A journalist is part of the community. Don’t just keep your stuff here.

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Take part in the life of your community. Get involved .

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Have a positive impact on your community. Get involved .

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Unsolicited advice from Geo: <ul><li>Do it yourself . </li></ul><ul><li>Don’t ever blame anyone else. </li></ul><ul><li>Make the best of every situation. </li></ul><ul><li>Take control of your life and your future . </li></ul><ul><li>Speak up. Always have a voice. </li></ul><ul><li>Think three steps ahead. </li></ul><ul><li>Remember: “now” is temporary . </li></ul>

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Whatever your career path may be, get started on it now . ( You can always change paths later ).

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The job market sucks.

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But that just means there are opportunities for aggressive, entrepreneurial people.

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Do it yourself. Seriously.

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If I can ever help you with anything - school, internships, jobs, crafting resumes, writing cover letters, stories for other classes - drop me a line . [email_address]

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Test #3: here on Tuesday (5/11) @ 10:30 am . <ul><li>Vivian chapter 11: Public Relations </li></ul><ul><li>Vivian 12: Advertising </li></ul><ul><li>Vivian 19: Media & Government </li></ul><ul><li>Elements 8: Celebrity journalism </li></ul><ul><li>Elements 9: Diversity </li></ul><ul><li>Elements 11: Reconnecting journalism and citizens </li></ul>

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Plus: <ul><li>Info from Eugene Kane. </li></ul><ul><li>Info from Jackie Larma. </li></ul><ul><li>Info from Kelly George </li></ul><ul><li>And current event stuff: Temple nurses’ strike, Eyjafjallajokull, Arizona’s new immigration law, Goldman Sachs, Lower Merion School District webcam scandal, Usain Bolt, etc. </li></ul>

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A primer will be on BlackBoard by next Thursday. Do not miss the test! There will be no make-up chances.

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Evaluations! <ul><li>Our evaluations are online. I’ll email the link and post it to BlackBoard. </li></ul><ul><li>Please take your time and offer thoughts on the class … good and/ or bad. They help me prepare the class for the future. </li></ul><ul><li>This is your chance to have a voice. </li></ul>