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The guardian case study 2014


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Useful for OCR A2 Media unit G325 - Media in the Online Age Topic

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The guardian case study 2014

  1. 1. News in the Online Age Case Study Example:
  2. 2. Section B - The Exam You need to be prepared to write an essay in the exam which could be based on any of the following questions: • How have online media developed? • What has been the impact of the Internet on media production? • How is consumer behaviour and audience response transformed by online media, in relation to the past? • To what extent has convergence transformed the media? This presentation is designed to give examples that you can use to support your exam answer.
  3. 3. Section B - The Exam Your exam response should include a consideration of: • Historical You need to acknowledge the development of media in relation to the past. • Contemporary Most of your discussion should focus on current issues within the topic area. • Future You must demonstrate personal engagement with debates about the future of the media forms / issues that the topic relates to.
  4. 4. Historical • In 1995 they did not have a website/web presence but were starting to think that they should. • Main business was print media (circulation over 400,000 for a daily). • Largely one way communication from large media institution to mass audience. • Can you think of theory that could relate to this?
  5. 5. Historical
  6. 6. Development of online services • 1995 2011 Spot the difference!
  7. 7. 2011 What different types of media do The Guardian use/offer now? Video Mobile Print Podcasts Blogs/Live blogs Can you think of something else? Online news but also fashion retail, dating, etc. Social networking
  8. 8. Audience/users The Guardian Newspaper Circulation figures The Guardian Website: • 2011 - 36 million unique users per month (unique user = at least 2 visits to website per month) • 2014 – Over 40 million unique visitors per month globally, 11.5 million in the UK (is now 5th biggest newspaper site in the World) • No.1 in the world for user interaction (highest ratio of interacting/contributing users)
  9. 9. Developments in production • In 2011 Print and online sections of The Guardian were completely integrated – if you are a Guardian journalist your work could be for either or both. All in same offices now. (Two years ago they were separate sections of the company). • Same software used to publish to print or web. • In the last 10 years the development in online journalism has been driven by technology and how people are using it.
  10. 10. Developments in production • All journalists are now trained in-house on video production skills. • The Guardian have taken on an editor specifically for mobile content.
  11. 11. Distribution • Aggregation is a big deal – bringing together most relevant links/stories from different sources. • The Guardian use search engine optimisation and all the methods of making sure their news story links come up at the top (above all other news providers) when you search on Google [test this with topical story keywords]
  12. 12. Revenue • 2011 - Adverts that play at the beginning of Guardian video content was an important revenue stream. In 2011 the business had to be subsidised by other publications owned by the Trust – e.g. Autotrader). • 2014 – The Guardian is expected to report an increase in digital revenues of more than a quarter to almost £70m in the last year. Deemed to be owing to a rise in online advertising and recruitment and a rise in online apps and mobile websites, as well as the continuing popularity of dating site Guardian Soulmates.
  13. 13. New media • Blogging (first blog in 2000) – when feedback comments came in it was a new phenomena for journalists who traditionally had a 1 way relationship with readers. Guardian Blogs • Live blogging (first came into being in 2009). Usually for shorter events e.g. Cricket but during Egypt story earlier in 2011 they had journalists providing live blogging for about two weeks. • Podcasting
  14. 14. Use of social media • Journalists encouraged to have a social media presence [!/stevenmorris20]. • Mubarack story received 11,000 shares on Facebook in one day (the day he was announcing whether or not he would step down). Guardian Facebook page • Articles, etc. have links to all major social networking sites to encourage quick sharing.
  15. 15. Using social networks to gather information and find sources • Journalists use social media sites/feeds when researching to get a sense of the ‘social media conversation’. ‘we are all Khalid Said’ Facebook page • During the protests in Egypt, Facebook was used by many different individuals and groups: army, opposition, NGOs, members of the public. Relates to Clay Shirkey’s ideas as well as Evgeny Morozov… • The Guardian set up a dedicated phone-line for people, with experiences or news stories to tell, to leave audio recordings. Tel. number was distributed/advertised on Facebook, Twitter, etc. They used online tools that already existed – Audioboo demo video • User-generated content. Citizen journalism?
  16. 16. User interaction • Through social media The Guardian are inviting user comments and interaction in order to reach and engage with an audience. • The guardian have particularly dedicated and regular users of their specialised pages – e.g. Culture page users visit more regularly, they are more regular contributers and they talk to each other. Comments on film story • The Guardian encourage users by ‘rewarding’ them with more ability to share, interact and be part of the content. The Guardian staff react to and respond to interesting comments by users. 'Your Photos' in Culture section • Guardian Witness is a service worth exploring to consider citizen journalism in a different way.
  17. 17. User interaction Is this interactivity why website hits are going up and newspaper circulation figures are gradually declining? Does this suggest we are moving towards the shared allotments that Gauntlett theorised? what extent though as we are still using an established organisation to provide most of the content and aggregate it for us in the case of The Guardian?
  18. 18. Future? • All journalists to have devices (mobile phone cameras possibly) that can take and send video to a weblink that they can access within minutes at the Guardian offices. • Different app subscription offers. More subscription services and incentives perhaps? Consider what they are doing and could be doing to make their products and services ‘better than free’ as Kevin Kelly would put it. • More convergence with other media/media services? Clay Shirky would suggest this is what is happening – i.e. different media coming closer together. See my blog for Shirky summary • Interesting Shirky article on newspapers - is long but worth skim reading
  19. 19. Extra stuff In response, staff from the Guardian recorded a cover of a Radiohead track. Link to it here! They made it available for live streaming but not for download as this is where there would have been a lot of copyright issues and high costs involved. If you can relate this to media theory you are brilliant! Radiohead launched a newspaper for a day on 28th March 2011 to coincide with album release. Universal Sigh