Traditional Mass Media and the Modern Blogs - Essay Example

? RESEARCH PROCESS: METHODOLOGY, ANALYSIS AND REFLECTIONS Introduction Communication and sharing of information between persons is as old as the human civilization. However, there have been revolutionary stages that would be pointed out in the field of communication especially concerning mass communication where through a common media or platform, many people are reached with the same information. Various forms of mass media have revolutionized how people share similar information while in different geographical regions but through common means of communication. Examples to media use for mass communication are the print materials such the newspapers, the radio and television networks as well as the most modern means by use of internet through blogs or even websites. These means enable large segments of people be reached with similar information despite the difference in physical/geographical positions they are in. Nevertheless, it is worth noting that there are differences exhibited in the manner in which information is conveyed and shared thorough the different mass media as heighted above. The nature of information to be shared as well as the target audience greatly influences the choice of media to be used. This is because attributes of the information such as urgency as well as the sensitivity may influence the choice of a rather fast means of transmission for effectiveness. Besides, cost implication of the media used matters as some mass media tools are quite expensive when compared to others and efficiency resultant may differ from one to another. Explanation of the topic of research: traditional mass media and the modern blogs The world of journalism and mass media keeps changing and the dynamism explains the variation in tools and means used for mass communication and reporting. People have also been changing in adoption of tools for journalism as necessitated by the changing trends in technological advancement era. The change in technology however brings about not only advantages but there are also accompanying shortcomings. In this understanding, this paper intends to present a comparison between what the traditional mass media presents against what the modern technology presents as means of mass communication especially what is being used for journalism. It is evident that there are various differences that would be directly pointed out between the traditional media as well as the modern media in use for journalism. In this context, the traditional media refers to such media as the television and radio broadcasting as well as print media, which have been in existence for long when compared to the emerging media through use of internet such as blogging and social media platforms. Blogging is a personal form of communication in which users maintain and market pages on the internet to their target audience via a distinct medium or platform such as a website or a domain hosted within another website. Traditional media on the other hand refers to the radio, television and newspaper some of the oldest modes of news dissemination. Most of the traditional media companies currently run parallel-dedicated news websites owing to the technological developments and the conveniences of the internet. In their websites, such companies maintain the reporting standards used in their traditional media and therefore employ several quality analysts and custodians of their information. This study takes the focus of analyzing the use of the two types of media as pertained to the reporting and communication of the Australian fire tragedy. The theoretical perspective adopted is through analysis of the modern dynamic theories, which critically cover almost all disciplines of importance such as the cultural attributes, philosophy, history, anthropology, sociology, technology as well as scientific evolutions among others. Dynamism in the field of mass media and communication triggers and influence the way people think and or perceive things. The notable difference is in the way traditional media and the modern bloggers works contrasts. Besides the two forms of media communication taking different perceptions, the main aim in the two is inherently to reach as many people as possible with the same information and for efficiency as well as effectiveness. Rationalization of methodology Researchers, in reference to distinct techniques that are applied while carrying out a research study use various research methods. However, research methodology describes the different processes that a researcher involves while studying specific phenomena. Methodologies therefore refer to the systematic process through which a research study is carried out. Research methods are categorically part of the methodologies that are utilized by a researcher within the framework of carrying out a research study. Methodology is a critical step while carrying out a research study in that through literature review, one is able to know whether it is a study that has ever been done and if so the methods applied previously and the outcomes that were gotten. It therefore assists the researcher in determining whether his/her methods have been used in the past and what other methods have ever been used. Moreover, the methodology may depend on the research being either structured or unstructured within the qualitative/quantitative analysis. This study wholly relies on qualitative methods in analysis. It adopts analysis of news coverage by traditional media and modern day blogs particularly as regards the catchy issue of the Australian fire tragedy. This study observes the coverage of the tragedy by the CNN and the BBC, two leading global traditional news media and compares the two with the numerous blogs that reported the tragedy. Both the CNN and the BBC have dedicated websites, which cover their stories a feature that makes the comparison and contrast an easy observation assignment. Besides, it is possible to retrieve blogs that circulated and covered the issue in depth. Particular attention is given to past research studies done under the theme and the findings used for reference as the study makes the deductions. The perceptions of the chosen population (the respondents who are people who comment in response to news disseminated through the mass media) concerning various news that feature in the mass media lacks an empirical appeal and this explains the adoption of the qualitative analysis as unlike quantitative analysis. Within an empirical context of research study, the researcher identifies the overall population, decides on the observable variables and then quantification of the empirical research is done. This involves the methods of measuring the variables, estimating the respective parameters and then testing the hypothesis. This however, does not necessarily rely on any specific theorem or preconceived notions about the theme of study. Nevertheless, the conceptual or theoretical research studies are guided by some abstract ideas or theories. It is however worth noting that the two perspectives (the theoretical as well as the empirical perspectives) complement each other for the reliability of the findings that are resultant of many of research studies. It is however mandatory for every researcher to define the theory under use in order to determine the methodologies to use within the study. These are equally dependent on the subject or field of study. The research paradigm adopted as either being qualitative or quantitative is equally very instrumental in deciding on the methodology to be applied. Qualitative and quantitative research studies depend on the major differences notable on the nature of reality, epistemology (relationships being studied), use of language, role of values as well as the overall research process (Aylward and Clarke, 2005, p.29). Analytical methods are applicable within the context of testable variable(s) within studies. Other relationships are not testable hence; the studies adopt the deductive methodologies of carrying out a research study. On the other hand, whenever research variables relate in manners that are both predictable through theoretical deductions and can be tested, the studies will employ the use of the two simultaneously. Deductions from the study findings will then be applicable in general context within the capacity of the study to project and make inferences. The qualitative studies test the significance of the values gotten through regression methods, they ascertain the impact of each variable to the overall deductions and representative findings are arrived at. By this study adopting the qualitative approach, the associated benefits are such as there are reduced risks of bias as opinions gotten are objective and the data gathered from past studies have relatively low levels of likelihood to be biased. Besides, the methods of collecting the data for analysis as well as the actual analysis of the study data involves little cost as would be used for quantitative study involving collection of primary data and using specified statistical instruments for analysis. However, the method is tedious and generalization of the findings are likely to result to errors and bias as all people are justified of own opinions and perceptions. Besides, it is sure that different media houses compete with each other and as such, the ways of representing information in order to capture the majority of the large audience against the rivals. However, in pursuit of profitability as well as popularity, media houses and such private bloggers fail to honor/observe journalism etiquette and ethics. In every profession, there are expected codes of conduct and journalism has such guidelines. In the event that any media house or such modern day bloggers fail to honor professionalism at work, the information aired may lack authenticity and as such, reliance on such information for a study like this results to errors and biasness. It is however challenging to establish the authenticity of any information conveyed through the mass media especially with the case of bloggers for they lack the appropriate infrastructure of gathering and verifying information before broadcasting it. This would equally hamper the effectiveness in use of qualitative/deductive methods of analysis for such a study as the current one. Findings and how they were obtained Just as is the normal case with all tragedies when they occur, people always turns to the media in order to be informed. This was still the case with the tragedy of the Australian fire, which affected so many people in the country. The media had the leading role not only for business performance but also on relaying information to the public and other persons involved in fighting the fire. When such a tragedy strikes, the mass media is effective in informing people on casualties and means of observing safety for precaution. Evaluation of past research shows that journalism is a profession that not only has guiding rules but also is guided by social cultural morals where before particular information is released to the public must be scrutinized for authenticity and verified for correctness. Community journalism, as part of the broader scene of journalism requires that information to be released to the public be evaluated against such outcomes as being traumatizing or trivializing a situation. This therefore means that media houses in Australia and across the globe had to take necessary precaution while reporting in order to avoid such an occurrence as would lead to traumatizing the target audience through much exposure or through miscommunication. This applies to all media such as the traditional and modern media platforms. BBC and CNN are among the traditional media houses that are in analysis in this study. They are seen to have well developed infrastructures of gathering, scrutinizing and conveying news to the public. Through improved management structures, these mainstream media ventures effectively evaluates the content to be covered before they are disseminated to the public in accordance to professional and legal requirements in journalism. They ensure that news conveyed to the public are trustworthy and have the interest of human beings at heart. They also observe ethics in professionalism in ensuring that news released to the people are not harmful and thus observe objectivity in their news coverage (Schudson and Anderson, 2008, p. 1). This was well established through the sampled news releases that covered the Australian fire tragedy. However, blogs have been shown to be rather unprofessional and in most instances, they present personal opinions and lack objectivities. Bloggers are often seen as private media ventures and as such, blogs are often seen as biased on personal opinions of the bloggers as against observing professionalism. The intention of serving certain interest of persons running blogs is common justification of running some sensational blogs. For instance, analyzing the role of blogs in that tragedy shows that specific headings and stories would dominant the blogs in order to convince the population on the failure of the government to contain the situation and this would be used to fulfill the intention of opposition leaders to gain public sympathy and support. Besides, profitability in having many people visit such sites is another motive that bloggers pursue while publishing such sensitive information despite of the information being erroneous or inauthentic. It is shown that not all bloggers are professional and such they fail to adapt to the standards set for professionalism in journalism as well as adhering to the legal frameworks instituted to guide media coverage in a nation. The blogs lack well developed structures as are exploited by the conventional media for gathering and processing information before they release it to the public. This study also establishes that unlike the traditional media houses like the CNN and BBC which have already well developed infrastructures which are expensive and they require critical care for continued loyalty by the public, the bloggers risk very little while broadcasting because they are less endowed in resources. Nevertheless, many countries operate rules and regulations, which govern freedom of media especially in establishing the authenticity of information being broadcasted as well as ensuring that information conveyed to the public is harmless to them. This is established by analyzing the existing literature on management of mass media and press for a healthy world of information. Analysis of the findings, using the themes/concepts/theories The above analysis shows that there was a notable difference in the way the fire tragedy in Australia was covered by the traditional media platforms as compared to the modern media platforms represented by blogs. It is to be appreciated that the target of the two types of media is quite different as the traditional media is more accommodative to relatively all population segments while the modern media is restrictive on capacity to use internet (Ahlers and Hessen, 2013, para 1-6). This difference therefore holds fundamental in the way news are covered and how they are interpreted. This brings to focus the journalism theory of magic bullet which shows that information is like a needle and has piercing effect to any audience it is addressed to. It is therefore necessary that any information being disseminated by any media to be authentic and professional in order to guarantee favorable outcome as against adverse effects that would result from inappropriate news coverage. DeFluer and Rokeach developed the dependency theory, which postulates that in the modern day, human beings rely wholly on media for all information they need (Suresh, 2003, para 10). This would be ascertained by the number of blogs that circulated the internet on the tragedy of the fire as well as the much time that media houses like the BBC and CNN dedicated to the coverage of the tragedy. Populations across the globe and within the nation took special attention on the media in order to be informed on the unfolding of the tragedy as it struck and efforts commenced to put it off. Despite the trustworthiness of such conventional media houses as BBC and CNN, people would still depend on such media as the blogs and social media, which has greatly revolutionized how people communicate in the modern day. The authenticity of the traditional media in sharing reliable information explain the reason why many people would trust the information as against the information shared by the blogs. This would therefore justify the theoretical postulation of dependency theorem. Critical reflection on your experiences of the research process The process of conducting this research has not only been fascinating but has also been very insightful in exposing me into the world of mass media and the particular field of broadcasting and how blogs have been used in conveying news as have been shown by investigating the Australian fire tragedy. I have learnt that unlike the modern mass media, traditional mass media adopts a well-structured framework, which is useful in ensuring that professionalism and industry ethics are observed while gathering and sharing information to the target audience (Beam, Weaver and Brownlee, 2008, p. 1-3). I have appreciated that professionalism in journalism involves correct gathering of factual information, processing as well as the rightful presentation to the target audience which helps in ensuring that the news shared are not detrimental to an occurrence such as was the fire tragedy in Australia. BBC and CNN would ensure that the information shared was factual and constructive to the process of putting off the fire as well as rescue operations to the victims. Besides, the government through legal infrastructures monitors the media house in order to ascertain the authenticity of information shared through the media. However, it is not the case with the modern media platforms, which use internet for blogging. The platforms are normally personalized and thus present personal opinions as against factual information. This is explained by the lack of developed infrastructure as would ensure that collection of data as well as sharing of the same is done professionally. Individual blogger’s motives are what are most pursued through such blogs as were shared during the tragedy and this would hamper the necessity of information shared to be useful to the target audiences. Moreover, I have learnt that qualitative studies as this one would be more insightful as it relies on a wide range of information as presented in past studies or by analyzing actual blogs and or media releases as has been used. I feel that the research has been objectively conducted and the findings would be relied upon even in future research in the same theme. Generalization is the main feature of this study as the analysis was done only on two traditional media houses but the findings are generalized to imply that it would apply to all such media. Nevertheless, I still feel the need to further the research study to have factual analysis of the use of either media especially with the understanding that technology is greatly influencing the world we are living in today. I am somehow convinced that internet and such media as blogs are here to stay and hence the need to have structural adjustment in the social system as well as in government systems in order to cultivate favorable environment to have the media exploited positively. Bibliography Ahlers D. and Hessen J., 2013. Traditional Media in the Digital Age. Available at:< http://www.nieman.harvard.edu/reports/article/100642/Traditional-Media-in-the-Digital-Age.aspx>[Accessed 2 January, 2014]. Aylward D. and Clarke R. 2005. Research models and methodologies. HDR seminar series. Faculty of commerce spring session 2005. Available at:[Accessed 31 December, 2013]. Beam R. A., Weaver D. H. and Brownlee B. J., 2008. Professionalism of U.S. Journalists: Have Things Changed in the Turbulent Times of the 21st Century? Available at:[Accessed 31 December, 2013]. Schudson M. and Anderson C., 2008. News Production and Organizations: Professionalism, Objectivity, and Truth Seeking. Handbook of Journalism Studies. Available at:< http://www.cwanderson.org/?page_id=265>[Accessed 31 December, 2013]. Suresh K, 2003. Chapter 2: Theories of Communication. Journalism and Mass Communication. Available at http://www.peoi.org/Courses/Coursesen/mass/mass2.html>[Accessed 31 December, 2013]. Read More