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Lu Wu
- 1. DID YOU GETTHE BUZZ? ARE DIGITAL NATIVE MEDIA BECOMING MAINSTREAM? Lu Wu University of North Carolina-Chapel Hill
- 2. BACKGROUND • Digital nativemedia were born, and grown entirely online. • Some started as online content aggregators. • Some digital native media are taking actions in repositioning themselves to be original content generators. • They are known for creating viral content online. • They are popular among Millennials.
- 3. THEORETICAL FRAMEWORK • DigitalNative sites are fledgling in the news reporting business. • They need to build a trustworthy news brand. • Media ecology scholars suggested that nascent media would adopt organizational forms in order to survive the uncertainty in the media environment (Lowrey, 2012).
- 4. Organizational forms Hiring skilled employees Adopting routines Creating rules andregulations Specializing workforces
- 5. HYPOTHESES • Some ofthe changes can be observed, but some are internal and are embedded. • If the media organization did adapt news production routines, we can expect to see: – a greater number of sources per story – a greater number of official sources – more hard news than soft news – more political news in hard news format
- 6. METHOD • A contentanalysis of news articles published by BuzzFeed. • Two constructed weeks of each year from January 1, 2007 to October 31, 2015. • The final sample consists of a total of 912 articles.
- 7. FINDINGS 0 50 100 150 200 250 300 2007 2009 20112013 2015 Total Source Total Source 0 50 100 150 200 2007 2009 2011 2013 2015 Official Sources Official Sources 1. Changes in News Sourcing before and after 2012
- 8. Topics Years Total Before2012 (%) (n=104) After 2012 (%) (n=808) Politics 52.9 49.8 49.4 Economy/business 18.3 10.5 9.5 Technology 15.4 5.8 4.6 Crime 2.9 10.4 11.4 War and related crisis 2.9 4.2 4.3 Lifestyle 2.9 2.1 2.0 Entertainment 1.9 6.5 7.1 Accidents/disasters 1 3.5 3.8 Human-interest 1 3.3 3.6 Science 1 0.8 0.7 Sports 0 1.6 1.9 Education 0 1.5 1.7 Total 100 100 100 2. Changes in News Topic before and after 2012
- 9. Hard News 36% Soft News 64% Before 2012 Hard New s… Soft New s… After 2012 3.Changes in News Categories before and after 2012
- 10. Hard News 31% Soft News 69% Before 2012 Hard News 67% Soft News 33% After 2012 4.Change in Political News Reporting before and after 2012
- 11. Source 25% No Source 75% Before 2012 Source 96% No Source 4% After 2012 5.Change in Political News Sourcing before and after 2012
- 12. DISCUSSION • This studyshows that BuzzFeed, though it is in the early stages of establishing status as a news organization, has made significant progress. • BuzzFeed has gradually adopted routines resulting in more hard news stories, and more official sources. • The increasing amount of news coverage after 2012 is consistent with the anticipated result from increasing newsroom resources: more beat reporters were hired to cover news in culture, and society; more international bureaus were opened to provide on- the-ground news feeds. • BuzzFeed News has demonstrated the opposite of the trend toward a “softening of news.”
- 13. • This studyprovides a unique look at the organizational norms and rules adopted by digital news media. It’s promising that they will keep growing into a much bigger force in news business especially online and targeting younger users. It is important to continue learning more about those news organizations and learning about how they will influence the democratic process from time on.
- 14. THANK YOU! Lu Wu Universityof North Carolina at Chapel Hill luwu29@live.unc.edu