classes27and28 1
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TRANSCRIPT
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Reconnecting Journalism and Citizens
(and a little bit about Diversity)
From Elements chapter 11
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“Reconnecting journalism and Reconnecting journalism and citizenscitizens” implies a disconnect.
Do you pay attention to mainstream media?
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Demassification.
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Plus, you can watch TV for free anytime you want.
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Gone are the days of news having a large common denominator.
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Here are 2009 stats:• The evening network news lost 2.5% of their
audience as compared to the prior year, and the three network newscasts only draw 22 million people per night (in 1980, they drew 55 million; in 2000, they drew more than 33 million).
• Local broadcast news is losing viewership steadily (though still making money).
• Newspaper circulations declined 10.6 percent from 2008.
• After cutbacks, Time magazine has half the staff (147 people) than it had in 2003.
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The country is actually growing in population.
So where did the consumers of journalism go?
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Some days, more people in Philadelphia watch The Daily Show at 11:00 pm than watch the Philadelphia news stations.
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Sometimes Seinfeld
reruns get a larger
audience than CBS3 news at
11 pm.
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Celebrities are our greatest common denominator.
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So what?
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Everything is changing.
Largely because of technology.
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It is vital that we get information.
The more you know, the better your life can be. For real.
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Is there a problem with information not being delivered via the traditional
modes?
Is the Internet screwing everything up?
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Or is technology making life better?
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Journalism isn’t dead. It’s evolvingIt’s evolving.
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The one constant?Journalism is a businessJournalism is a business.
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But that doesn’t mean that citizens are customers.
Readers, viewers and listeners are not customers.
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Citizens should be considered consumersconsumers.
Customer does not equal consumer.
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What’s the difference between consumerconsumer and a customercustomer?
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A customer purchases.A consumer absorbsA consumer absorbs.
If you work for a customer, your goal is to sell a product.
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Journalists work for the citizensJournalists work for the citizens.
Your media outlet may cut you checks but your ultimate duty is to the citizens.
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The Fourth Estate.Executive.
Legislative.
Judicial.
Journalists.
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Journalism is not marketing.
• Do you put celebrities on the cover of magazines because it is the most important story of the week?
• Do you put the Lindsay Vonn on the cover because she will sell mags?
(by the way, she was an Olympic champion skier).
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What are the criteria that should go into news decisions?
• Relevance?• Conflict/ controversy/
disaster?• Human interest/ drama?• Unusualness?• Impact?• Proximity?• Prominence?• Timeliness?
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How do you decide what is the main news?
• Is there drama? Conflict? Human interest? Prominence? Timeliness?
• NOT will it sell papers and mags, and draw viewers to television and online outlets?
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Again, our celebrities are our common bond, the greatest
common denominator.
Thus the “brandingbranding” of celebrities and the cult of personality.
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• Brian Williams is now the face of NBC network news.
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• Brian Williams is now the face of NBC network news.• And he hosted NBC’s Saturday Night Live last year.
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• Brian Williams is now the face of NBC network news.• And he hosted NBC’s Saturday Night Live last year.• Is that a conflict or smart marketing?
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Understand how to make good decisions, and appreciate how
decisions were made.
BeBe analyticalanalytical.
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The principles of journalism:
• Journalism’s first obligation is to the truth.
• Our loyalty is to the citizens.
• Journalism is a discipline of verification.
• We must remain independent.
• We must be an independent monitor of power.
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The principles, part II:
• We provide a forum for public criticism and compromise.
• We have a duty to make the significant interesting and relevant.
• We must be comprehensive.
• Journalists must have a conscience.
• Citizens are a vital part of journalism.
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Why do we see certain things?
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And we don’t see other things?
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There is a decision processdecision process behind every image.
Why create these images?
Is there a purpose in showing these images?
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• Is there a benefit to society in seeing an image like this?
• Does this image make the significant seem interesting and relevant?
• Is it intrusive?• Is it exploitative?
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Does an image like this only alienate the public?
We can’t afford to lose more of our audience.
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Reasons the public has moved away from the press:
• Technology (the Internet).
• Greater number of options.
• Journalistic fraud.
• Thin coverage.
• Perceived exploitation.
• Partisan coverage.
• Lack of trust overall.
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What do we need to do to reconnect to the public?
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It begins with diversitydiversity, specifically diversity of thought.
Let’s call it, “Intellectual DiversityIntellectual Diversity.”
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Journalists have an obligation to be comprehensive.
It’s a principle of journalism, you know.
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By the 1980’s, newspaper advertising was really hurt by
television.
So newspapers sought a niche audience: the better educated and wealthier.
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Newspapers became
vehicles for advertisers to
reach the wealthy.
TV and radio are for a TV and radio are for a blue-collar audience.blue-collar audience.
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Magazines started targeting niche audiences in the 1960’s.
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The economics of journalism became a huge decision factor in the mid-1980’s.
After the arrival of USA Today, Fox and CNN.
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To make greater profits, staffs were reduced.
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Fewer staffers meant that not every community could be
covered.
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Serving wealthier audiences meant that poorer communities didn’t receive as
much coverage.
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Which gets us to where we are today.
The only time we hear about many communities is
when bad things happen.
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Is journalism comprehensive?
Can it be?
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Where do you begin to be comprehensive?
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It begins by having a comprehensive staff with
diverse people.
Diversity does not just mean black and white.
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By diversity, we mean:
Race
Ethnicity
Religion
Age
Gender
Economic
Diversity of thought (lifestyle)
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Intellectual diversityIntellectual diversity.
We, as a society, should be open to ideas.
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Academic FreedomAcademic Freedom?
David Horowitz says that Temple is not diverse at all; the university espouses only left wing ideology.
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When mainstream media bypasses groups and communities, niche media
arises.
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Opportunity.
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Fox News?
Their evening shows, which are geared geared toward conservative toward conservative audiencesaudiences, increased their audiences by 25 percent in 2009 from 2008.
(They average around 2 million people during the evening).
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Niche media?
• BET
• Philadelphia Tribune
• MiND TV (Philly public television)
• The Defenestrator
• Philadelphia Weekly/ Philadelphia City Paper
• Westside Weekly
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Temple Journalism Department’s mission:
• To develop critical-thinking critical-thinking journalists who can communicate creatively communicate creatively in a multimediamultimedia environment and remain sensitive to the diversitydiversity of perspectives within urbanurban, underrepresentedunderrepresented communities of our increasingly multiculturalmulticultural world.
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Diversity goes beyond ethnicity, race and gender.
• Ideological diversity (religion, political, lifestyle, special interests, etc.).
• Social class diversity.• Economic diversity.• Age diversity.
• Intellectual diversityIntellectual diversity is intensely difficult to foster because of the hierarchical structure of media operations.
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The difficulty is that people like people who agree with them.
It’s human nature.
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Society is not homogenous.
And journalism shouldn’t be either.
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Media outlets need to foster the “journalistic culturejournalistic culture.”
Newsrooms should buzz with discussion about issues facing journalismissues facing journalism.
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The best way for journalists to connect with the public?
Invite the public’s participationInvite the public’s participation.
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Now more than ever, journalism can be a forum for
debate.
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How can the public get involved?
• CNN’s I-Reports.• Comment on
online stories.
• Start your own damn
blog or website.• Write to stations and
publications with story
suggestions.
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The danger with getting citizens involved is that we
don’t know who we can trust.
Any clown can be a publisher. Any clown can be a publisher.
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Which is why it is important for everyone to be an educated
consumer of the media.
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And why everyone should be a journalism major.
(Plus, the journalism department awarded Plus, the journalism department awarded $43,000 to journalism students two weeks ago$43,000 to journalism students two weeks ago).
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Journalism is thegreatest job in the
world.
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Journalism is thegreatest job in the
world.
SeriouslySeriously.
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Journalism is a business.
Sadly.
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But being a journalist is still a noble occupation.
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In theory, we are the educators of the public at large.
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It is a great privilege to be a journalist.
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The rewards of journalismrewards of journalism aren’t the paychecks.
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We have the ability to bring changebring change.
We can help peopleWe can help people.
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We can shed light on the positives of society.
The news shouldn’t always be bad stuffnews shouldn’t always be bad stuff.
The bad stuff is generally just easier to report.
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The job of the journalist is to teach the audience about teach the audience about
the world around themthe world around them.
Journalism = entertaining + informing
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Everyday is different.
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Journalists meet amazing people and see
amazing things.
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It is absolutely humbling.
You think you know something and the You think you know something and the reality is, you don’t know a thingreality is, you don’t know a thing.
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Being a journalist has taught me to appreciate every day.
I am in awe of existence.
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The things I have seen and experienced have shaped my
personal character.
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ObjectivityObjectivity is a goal but the reality is that we are all
humans with unique backgrounds.
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You have a duty to tell the truthtell the truth and to be comprehensivecomprehensive.
AndAnd you should have a conscience you should have a conscience.
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Remember:A journalist is partpart of the
community.
Don’t just keep your stuff here.
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Take part in the life of your community.
Get involvedGet involved.
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Have a positive impact on your community.
Get involvedGet involved.
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Unsolicited advice from Geo:
• Do it yourselfDo it yourself.
• Don’t ever blame anyone else.
• Make the best of every situation.
• Take control of your life and your futureTake control of your life and your future.
• Speak up. Always have a voice.
• Think three steps ahead.
• Remember: “now” is temporary“now” is temporary.
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Whatever your career path may be, get started on it nownow.
(You can always change paths laterYou can always change paths later).
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The job market sucks.
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But that just means there are opportunities for aggressive,
entrepreneurial people.
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Do it yourself.
Seriously.
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If I can ever help you with anything - school, internships, jobs, crafting resumes, writing cover letters, stories for other
classes - drop me a linedrop me a line.
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Test #3: here on Tuesday (5/11) here on Tuesday (5/11) @ 10:30 am@ 10:30 am.
• Vivian chapter 11: Public Relations
• Vivian 12: Advertising
• Vivian 19: Media & Government
• Elements 8: Celebrity journalism
• Elements 9: Diversity
• Elements 11: Reconnecting journalism and citizens
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Plus:• Info from Eugene Kane.
• Info from Jackie Larma.
• Info from Kelly George
• And current event stuff: Temple nurses’ strike, Eyjafjallajokull, Arizona’s new immigration law, Goldman Sachs, Lower Merion School District webcam scandal, Usain Bolt, etc.
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A primer will be on BlackBoard by next Thursday.
Do not miss the test!Do not miss the test!
There will be no make-up chances.
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Evaluations!Evaluations!
• Our evaluations are online. I’ll email the link and post it to BlackBoard.
• Please take your time and offer thoughts on the class … good and/ or bad. They help me prepare the class for the future.
• This is your chance to have a voice.