Synopsis on 'Online Journalism as Market-Driven Journalism'


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Synopsis on 'Online Journalism as Market-Driven Journalism'

  1. 1. Analysis on ‘Online Journalism as  Market-Driven Journalism’ <ul><li>Catherine Huang & Katrina Gao </li></ul>
  2. 2. Market-Driven Journalism -- John McManus (1994) -- John McManus (1994) <ul><li>Customer - Viewers and readers </li></ul><ul><li>Market - “Circulation and signal” </li></ul><ul><li>Product - News </li></ul>Investors Advertisers Sources Consumers News production process drive
  3. 3. Three Dimensions of News Practices <ul><li>Centralization </li></ul><ul><li>News structure and flow </li></ul><ul><li>Temporality </li></ul>
  4. 4. Centralization <ul><li>Hypertext, Links, image, sound, video, search engine, “related news”, “we recommended”,etc </li></ul><ul><li> </li></ul><ul><li>It is not accidental; It furthers the Web site’s goal of maintaining viewers with its site and providing “eyeballs” for its advertisers, invested interests, and general commercial profit. </li></ul>
  5. 5. Centralization <ul><li>WWW </li></ul><ul><li>other voices or news discourses (independent online journalists) </li></ul><ul><li>Matt Drudge - “DRUDGE REPORT” ( ) </li></ul>Multi-vocality:
  6. 6. Centralization <ul><li>Internet </li></ul><ul><li>Independent Online Journalism, Weblogs - challenge For-profit news </li></ul><ul><li>“Name brand” sources appear more than other online news discourses presented to individuals as they search on popular search engines and directories (Webcrawler, Yahoo!, or Google) - commercial interests </li></ul><ul><li>Well-established media (the New York Times) usually reacher a lot more people than most of the lesser-known newsgroups ever will (Schultz). - professionals </li></ul>Authority:
  7. 7. Centralization <ul><li>Mainstream online news organizaitions limit viewers’ powers to edit news. </li></ul><ul><li> - iReport </li></ul>Control:
  8. 8. News structure and flow <ul><li>Almost all online news web sites are earning profits through online advertising. (Thaeler) </li></ul><ul><li>“The line between news and advertising are often invisible” (Arant & Anderson) </li></ul><ul><li>“Many online media blend more and more editorial content with advertisements.” (Schultz) </li></ul><ul><li>Online news organizations should establish ethics codes and report the conflicts. </li></ul><ul><li> </li></ul>
  9. 9. Temporality <ul><li>Cohen argues that the journalistic concepts about Newsworthiness and Accuracy are transformed within the online journalism. The changing increased the diversity of news formats and additional materials, while, reducing the accuracy under the pressure from deadline. Her viewpoints are worked. </li></ul><ul><li>Cohen analyzed that the market drives journalism online through macro-level, meso-levels and micro- levels. She points out that the new media drives journalists to reconsider the types of news value, routines and skills that needed. Those statements are found valid. </li></ul>the temporality in online journalism was conquered in several ways. Under the online commercial news environment, the news concept about temporality dimension should be reconsidered in two ways-the     Newsworthiness and Accuracy (Cohen, 2002, p543).
  10. 10. Resisting Market-Driven Journalism Online <ul><li>Cohen analyzed that the market drives journalism online through macro-level, meso-levels and micro- levels. She points out that the new media drives journalists toreconsider the types of news value, routines and skills that needed. </li></ul><ul><li>the market forces affect the online journalism deeply and the current trend is making the hard news become softer and entertainment in order to cater human interests   and  boost sales  ( Conley, &Lamble, 2002, p. 140).   </li></ul>
  11. 11. case analyze <ul><li>24th, Aug 2011, When Libyan rebels raided Muammar Qaddafi's compound in Tripoli, the global media are more interested in- 'Moammar Gadhafi’s Secret Scrapbook Crush: Condoleezza Rice' than Gadhafi and Libya's situation. And just a few of mainstream media present it objective and serious like the CBSNEWS. The others media like FoxNEWS.Com. prefer to present it as a tidbit and spend a lot of words to attract readers by refer Gadhafi's speakings like, ‘Leezza, Leezza, Leezza ... I love her very much,’ and  encourage them re-author it. Such phenomenon just confirms a common saying within journalism-‘sexy sales’. And this is a typical case that make people understand how market force effect the journalism and do deeper thinking about the current situation. </li></ul>
  12. 12. Conclusion <ul><li>To sum up, how to balancing the commercial interests with the news values is the main challenges for the media firms. And the ability of consumers to pick online news rationally is also need to be considered when the journalists be response to their works. </li></ul><ul><li>  </li></ul>
  13. 13. Questions: <ul><li>Most of the online news organizations are owned to enterprises, while their objective is to make profit. Profits vs. News Values, which one is more important? </li></ul><ul><li>Do you think that weblog or independent journalists will become more positive towards people than those mainstream news media? </li></ul><ul><li>Do you think online media should provide different reading experience or just let you ‘read’ the TV or newspaper earlier? </li></ul>
  14. 14. Reference <ul><li>Arant, M D & Anderson, J Q 2001, ‘Newspaper Online Editors Support Traditional Standards’, Newspaper Research Journal, vol. 22, iss. 4, pp.57-70. </li></ul><ul><li>Beckett, C 2008, ‘News for a less flat earth’, the London School of Economics and Political Science, accessed on 15 September 2011, < > </li></ul><ul><li>Conley, D & Lamble, S 2002, The daily miracle, 3 rd edn, Oxford University Press, p104-123. </li></ul><ul><li>Cohen, E L 2002, ‘Online journalism as market-driven journalism’, Journal of broadcasting-electronic media, December, vol. 41, iss. 4, pp. 532-548. </li></ul><ul><li>Schultz, T 2000, ‘Mass media and the concept of interactivity: an exploratory study of online forums and reader email’, Media, Culture & Society, vol. 22, pp. 205-221. </li></ul><ul><li>Thaeler, J 2008, ‘Newspaper Sites Profitable with Online Advertising’, Marketing Pilgrim, accessed 16 September 2011, < > </li></ul><ul><li>Cooper, A 2007, I-Report turns one year old,, online video, accessed September16 2011, < > </li></ul>