Chapter 3 Presentation

1. Social Media in
Journalism
Chapter 3

2. What is Journalism?

3. Journalism Defined
● The activity or profession of writing for newspapers, magazines, or news
websites or preparing news to be broadcast.
● History reveals that the more democratic a society, the more news and
information it tends to have.
● Journalism is changing because of the use of social media and rapid mobile
media adoption.

4. What is Journalism?

5. Journalism...
1. Informs, analyzes, interprets and explains
2. Investigates
3. Creates public conversation
4. Helps generate social empathy
5. Encourages accountability

6. Facebook Users
see news about ...

8. Instagram

9. Theories

10. Journalism Theories
Impact of Social networking and site and social media
Tewksbury and Rittenberg (2012)

11. Redefining journalism
Private citizens create content online and sharing it
Opinions, links, images, and other content

12. News Agenda Setting
Influencing what people think of about, weakened by social media effects on
media and the public
Pew Research Center:
62 % older adults age 65 - Facebook
More women than men
76% use it daily

13. Convergence of Media
Social networking attracting journalism around the globe
Growing appetite for mobile news
(Westlund, 2008)
News organizations see social media as a tool

14. Citizen Journalism

15. Definition
-Individuals use online platforms to
distribute news created as
nonprofessional citizen journalists.
This content may be “hyperlocal,’
with a neighborhood focus that does
not attract large enough audiences to
interest mainstream media.

16. User-generated content (UGC)—created
content by users, often not sponsored by
traditional professional media organizations.
● Journalism shifted from being largely
one-way mass communication to
participatory work that includes some
user-generated content (UGC)
● Paulussen and Ugille examined UGC
influence on mainstream media and
identified a shift in interest toward
collaboration with audience members.
● Although, with deadline pressures and
the need for reliable and trusted sources
may limit use of UGC
UGC

17. Crowdsourcing
The practice of obtaining information or input into a task or project by enlisting
the services of a large number of people, either paid or unpaid, typically via the
Internet.

18. Why crowdsourcing?
1. Reduces the cost: gives the company access to many designers or ideas
2. Eliminates Overhead: allows companies to have control over how many people they have working for them,
it is cost efficient.
3. Minimize Management: ideas submitted lets the consumers become the managers of their own projects.
4. Creates Buzz: Companies can use their professional, personal and social networks to vote the top choices
which empowers the fans and creates excitement. It also creates wonderful and affordable options for small
businesses and entrepreneurs who need short term, creative work done.

19. Examples of Crowdsourcing
● My Starbucks Idea which allows consumers to submit, view and discuss ideas among Starbucks employees.
● McDonalds Burger Builder which allows customers to submit ideas for types of burgers they would like to see
on the menu
● Huffington Post allows writers to create their own content, edit and post their information with the right
guidelines.
● Each of these brands interact with their audience by allowing them to come up with ideas that will benefit
their companies but also please more customers as well.

20. Types of crowdsourcing
1. Microtasks: Breaking a large project into tiny tasks
- Great for data validation, research and translation
1. Macrotasks: Participants are empowered to determine the best course of action
- Great for product innovation
1. Crowdfunding: Asking a crowd to donate for a cause
- Great for project fundraising, disaster relief and artistic support
1. Contests: Asking a crowd for work and compensation is given
- Great for logo design and business names

21. Lays Campaign

22. Bloggers

23. Bloggers
● Blogging became popular online early in the new
century.
● Independent bloggers used new tools to reach large
audiences.
● Most blog posts tend to be 500 to 1,000 words because
most online readers prefer to read short rather than
longer reads.
● Blogging sites tend to use hyperlinks as references to
content that is discussed in their blogs
● Online blogs have fewer editors than traditional
publications.
● Most local and national media now have active bloggers
offering opinion and interpretation.

24. Lessons of Engaged
Journalism

26. 1)Multimedia
2)Interactive
3)On-demand
Journalists with a high social media environment are audience centered, conscious of
keywords and unafraid of marketing and continuous engagement. The interactivity of the web
has brought an end to one way communication.

27. Microblogging

28. A microblog differs from a traditional blog in that its content is
typically smaller and shorter.

29. Twitters microblogging influence goes beyond news media used
for content sharing

32. Social Media Celebrity

33. Individuals as influencers
Sometimes renowned individuals guide the conversation on social media
@jilliancyork
Kony 2012

34. Successes and Failures

35. Successes and Failures of Social Media and
Journalism- Activism
- Mainstream media outlets
- Journalists
-Paying for enterprise
- online new technologies and layoffs
- lack of quality journalism

36. Activity Time