The Digital Revolution and Implications for Journalism - Essay Example

The Digital Revolution and Implications for Journalism Name Tutor Course Institution Date Introduction Journalism and its associated media are core factors in today’s society. They have an effect on the economic, social and political status of the society. The most worrying factor is the fact that the digitalisation of the world is posing a threat to print media and consequently its future is unpredictable. Generally, newspaper reading has decreased as people rely on online news and newspaper websites. It is likely to die totally as more people rely on alternative sources for news and entertainment or have reduced sales to a specific minimum because some people wait for the morning paper. This fact is affecting the commercial mass media. The number of advertisements found in print media is highly decreasing while those on televisions and online media platforms are on the rise. This paper focuses on some of the implications on digital revolution on the print media. Literature Review This literature review is coverage of two readings on journalism. The first reading by Tandoc (p. 571, 2014) focuses on the impact that online news and web analytics has had on the gatekeeping process, role of editors and flak. Web analytics are used by editors and journalists as part of customer relationship management so as to understand the audience feedback. This is attained through the analysis of how many clients visited a webpage, what headlines attracted more readers, number of referrals and many important metrics. These are them used by the media personnel to choose the best headlines and articles. This is done by web analytics programs such as omniture, visual revenue and chartbeat. They provide real time metrics and analysis of the metrics over a period of time. These we analytics are used in the process of journalism which includes observation which points out topics that are most interesting for readers, selection which determines the right time to post new information, processing and editing which is used to pick out attractive headlines, distribution of information which is faster than print media and interpretation which involves journalists going over comments and opinions from readers. As expressed by Tandoc (p. 570, 2014), the greatest benefit of web analytics is the fact that it allows journalists to focus on the changing needs and interests of the audience hence providing audience controlled information. In the second reading by Cooper (2010, p. 1-27), the focus is on the reasons for the market failure of the media sector and policy reforms that will save the situation. The main reason for this failure was the fact that the business model used in the print media was too commercial and was focussed on high profits. He also mentions the role of the media in the web is more democratic and participatory as it allows for conversational views on news that is presented while the print media was not. The clear understanding of the change in roles of the media in cyberspace and in print media is important as it allows for correct legislation and policy making. The second point that Cooper (2010 p.8,) mentions is that the reasons for market failure can be classified into five main categories: societal failures, high transaction costs, failures in the structure of the media itself , misperception on the information relayed and endemic problems such as insufficient funds and wastages. The main effects of the digital revolution on the mass media, he notes, are reduced production and distribution costs and the loss of the audience that advertisers need. Lack of an audience to sell advertisements to have caused the revenue generated to drop by a big margin. Cooper (2010, p. 21) points out that the right antitrust policy should be used and will help in protecting the competition in the long term. However he warns that this antitrust policy is important but it is likely to create three mistakes. First, it must ensure that the competition between television and newspapers do not cross. Secondly the distribution and pricing of newspaper should not be given to private cartels. Lastly, the competition within newspapers must be maintained. The quality of journalism must also be improved to reduce structural and financial factors that have contributed to the failure of the media. Critical reflection The week’s materials have highlighted two main factors: the reasons for the market failure and the fact that print media is losing its viability. The propaganda model, as discussed by Cromwell (2002), shows that the amount of information that is availed to the public relies on the political and economic elite of the society. In addition to this, the regime when ordinary middle class people could write and publish their own print media is over. Instead, the media is owned by the wealthy that are eager to make profits through advertisements and meet certain political and business targets. This is due to the fact that the success of their business goals will depend on the political elite. This model denotes a business model that focuses on making profits which is the core reason for the failure of the print media. This is a provoking fact because it shows that gatekeeping of information is made and hence the public are depending on a dishonest media (Herman 2009, p. 18). Secondly, the use of newspapers is reducing due to digital revolution that has introduced alternative sources such as blogs, wikis, websites that not only relay news to the public but are an avenue of advertisements and entertainment as newspapers are. This has been caused by two reasons. As explained by Cooper (2010, p.8), usage of internet to communicate to the public reduces the production and distribution costs that are used in communication through the print media. This includes newspapers, books, cable systems and broadcast systems. An additional reason to the reduced usage of print media is the fact that the cost of producing the content has also reduced. On the other hand, using the internet for advertising and distribution of information has little or no production cost. In addition to this, advertisements are now done by websites and since newspapers mainly create revenue from it, some of these companies will start reporting losses as digital revolution continues (Lunenfeld 2000, p.148). Newspaper Media Collapse The most common notion is that usage of the internet sources and platforms has been the main cause of the downfall of reduction of the print media paper but Gorman (2010, p.1) has stated that there were other structural problems that affected the newspaper media and the decline was accelerated by the rise of information sharing on the internet. In 2008 to 2009 most of the newspapers based in North America started recording losses and problems in that included massive layoffs, bankruptcies, reduced advertisement sales, lesser classifieds and closings. He claims that the negative factors were caused by the continued tension between the interests of the profit centred conglomerates and the public good which produced journalism teams that were biased and debauched. This is a structural factor that has led to the reduction of revenues in the newspaper industry. Most of the newspaper media gain revenue through advertisements and therefore reduction in advertisements and classifieds on print media has reduced the profits that the media receives. Advertisement revenue caters for production and distribution costs and produces profits. Reduction in revenue generation has been the main reason for staff layoffs. Advertisements on the internet are one of the main financial reasons for the decline in print media. As stated by McChesney et al (2010, p.334), the other reason that the death of journalism in America can be attributed to is the digital revolution which has used the web to replace print media. This is caused by the increased use of internet devices such as mobile phones, laptops and computer systems. Therefore, it is preferred to read easily accessible newspapers that are online for free compared to buying the printed media such as newspapers and magazines (David 2000, p. 290). Rise of the cable news is a lead reason for the failure of the newspaper media. Cable news is relayed continuously yet the newspaper is printed daily. Sometimes this may lead to delayed news on the newspaper the following day. Cable news is also more informative and does not go through the gatekeeping process which denotes that information delivered is always right. In addition to this, most of the newspaper printed and on newspaper websites has a targeted market of the aging or older generation. The newspaper does not consider the needs of the younger generations in relaying of information through the newspaper. Additionally, most newspaper websites are unappealing to the young generation that is very innovative (Thomas, 2011 P.21). Considering the propaganda model it is clear that most media are focussed on delivery of news that has been sifted through according to the political and economic elite. In addition to this, the scandals of phone hacking of several victims have shown that in some cases the sources that the media uses are not legal. These two facts show that the role played by print media in democracy has reduced. The public citizens should therefore look intro enhancing of print media that will support democracy and not support media that meets the needs of a specified group. In terms of democracy, some online platforms have proved to be more democratic because that highlight the main societal factors truthfully. Due to this, the public should seek out such media and reinvigorate them (Herman 2009, p.15). In order for print media to survive the digital revolution several factors must be considered and other business models should be embraced. As stated by Wade (2013 P.5), the first thing that will improve traditional journalism is the increase from use of one platform to multi-platforms. These are digital platforms and include mobile, web and video. The future of journalism is seen in the use of texting, online posts, and blogs, crowd-sourcing and non-profit media. It was noted that the social media platforms such as Facebook and twitter were producing more feedback than the print media. In addition to that, some newspapers have opted to have a bundle of products on the internet that can be used to generate revenue which is used to enhance print media. The model of using multiple platforms is very important in improving the media industry. This was the product enhancement that was taken up by McClatchy Newspapers in 2013 which uses the digital platform revenues to enhance print media (Mensing, 2010 p.520). The business model has been successful for a long time and can continue to be so if a few improvements are made. This is achieved through reduction of costs, rationalization of portfolios, increased innovation, delivery of unique content and branding. This can be achieved through embracing many platforms in the digital area that will be used to generate revenues through advertisements and classifieds which cover production costs for the print media. The company will meet all target markets, old and young, through this method. In addition to that, the digital world is dynamic and most media companies should focus on user-driven content in order to continuously meet financial targets. It is important for the companies to innovate alternative products on the internet that will increase revenue generated (Hawkes et al 2009, p.5). Research Scope The main areas noted to require more research are the credibility of sources used by the media and the fact that the usage of the internet to relay information has allowed users to be able to give feedback that can be read by others. This may be personal opinions of other people on the news. It is important for appropriate censoring of what other people may post or comment to avoid conflicts and comments that promote racism, injustice, war, crime or religious conflicts. Secondly, sources of information that is posted on personal blogs or opinion pages should be credible to ensure that the use of digital platforms is of benefit internationally. These two factors must be looked into to ensure that the digital revolution will be of common good. Conclusion It is inappropriate to say that print media has no future because it will survive the digital revolution that appears to have overthrown it. This requires the media companies and conglomerates to look into ways of improving revenue generation on the digital platforms. It is also paramount that policies that will serve public interests in the media are enforced. Media companies should constantly change their business models, products and delivery platforms as the change in the target market is noted. This will help them to grow continuously despite recession in the print media. This situation is a problem that can be resolved if the media industry embraces multiple platforms of revenue generation and news delivery. List of references Cooper, M, 2010, the Future of Journalism and Public Media: Toward a Comprehensive Theory of Market Failure and Public Policy Responses, Working Paper, the Donald McGannon Communication Research Centre. Cromwell, D, 2002. The propaganda model: an overview. Private planet. Available from: < http://www.chomsky.info/onchomsky/2002----.htm>. [7th October 2014]. David WS and Qin, Z, 2000, Internet Marketing, Business Models, and Public Policy, Journal of Public Policy & Marketing: Fall 2000, Vol. 19, No. 2, pp. 287-296. Gorman, B, 2011, Review: death and life of American journalism. Canadian Journal of Communication, Vol 35 (4), Carleton University,1-4. Hawkes, H, Kunstner, T, Vogelsang, G and Benzin, T, 2009, reset the Media Business Model Cost Reduction and Growth Priorities in Today’s Media Industry. Booz&co. Herman, ES, 2009, The propaganda model after 20 years: Interview with Edward S. Herman and Noam Chomsky. Westminster Papers in Communication and Culture, 6(2), 12-22. Lunenfeld, P. (Ed.). (2000). The digital dialectic: New essays on new media. MIT Press, 130-148. Mensing, D, 2010, Rethinking again the future of journalism education, Journalism Studies, 11(4), 511-523. McChesney, R and Nicols, J, the Death and Life of American Journalism: The Media Revolution that Will Begin the World Again. Nation Books, Philadelphia, 2010, pp. 334. Tandoc, J and Edson C, 2014, Journalism is twerking? How web analytics is changing the process of gatekeeping, New Media & Society 16(4), pp. 559–575. Thomas, R, 2011, Top 10 reasons the newspaper is dying. Available from: . [7th October 2014]. Wade, C, 2013, Top media executives discussed new business models for print publications at SABEW’s 2013 spring conference. Society of American Business editors and writers, Available from: < http://sabew.org/2013/04/new-business-models-for-print-publications/>. [7th October 2014]. Read More