Week 8: New News Business

Presented by:Crystal Wong (z3355099)Yueyi Zhang (z3329456)Xiaojuan Li (z3359207)

Content1. What is market-driven journalism2. How do market-driven journalism

apply to online journalism• Macro-level• Meso-level• Micro-level3. Conclusion

The New News Business - Market-driven Journalism

Marketing + Journalism =

Market-driven journalism

M-D J. Macro- Meso- Micro- Conclusion

M-D J. Macro- Meso- Micro- Conclusion

Macro-level• Media conglomerate: news

organizations with the same owner

• Centralization of information: same information, opinions and political views

M-D J. Macro- Meso- Micro- Conclusion

M-D J. Macro- Meso- Micro- Conclusion

The Telegraph’s news

M-D J. Macro- Meso- Micro- Conclusion

News Limited• the worlds’s third largest media

conglomerate• Parent company of an interlocking

media empire that includes television, movies, cable networks, book publishing, satellite TV, magazines and newspapers operating in the United States, Australia, Europe, Latin America, Asia and the Pacific Basin

M-D J. Macro- Meso- Micro- Conclusion

Meso-level• Contents are designed to promote

news organizations’ websites to advertisers

• Journalists are writing for selling the products as well as satisfying consumers

M-D J. Macro- Meso- Micro- Conclusion

By Woman’s Weekly

M-D J. Macro- Meso- Micro- Conclusion

By Daily Telegraph

M-D J. Macro- Meso- Micro- Conclusion

Micro-level• The relationship between news producer

and consumer• Consumers lack the basis for

determining the “fairness” and “accuracy” news reporting

• Dimensions: Newsworthiness & Accuracy

M-D J. Macro- Meso- Micro- Conclusion

Michael Jackson’s deathM-D J. Macro- Meso- Micro- Conclus

ion

M-D J. Macro- Meso- Micro- Conclusion

Is it true?

Conclusion• Market driven journalism connects

online journalism under macro, meso and micro level

• News organization maintains relationship with advertises and meet consumers’ needs to maximize its profit

M-D J. Macro- Meso- Micro- Conclusion

Questions• To what extent do the journalists cover the interest of

audience that actually represents the voice of audience?

• Market-oriented journalism has become controversial because it raises questions about the norms, values, and practices that govern production of content in news-media organizations. Do you think there should be any policy regulating media firms and journalist’s practice in market-driven journalism?

• On the web, it's not always clear that the videos and related articles are advertorials. As consumers, do you think it’s better to state the advertisement clearly?

Reference• Agaba, GR 2004, ‘An exploration of the effect of market-driven

journalism on The Monitor newspaper's editorial content’, Rhodes University.

• Beam, RA 2003, ‘Content differences between daily newspapers with strong and weak market orientation’, Journalism and Mass Communication Quarterly, vol.80, no.2, summer, pp.368-390.

• Cohen, EL 2002, ‘Online Journalism as Market Driven Journalism’, Journal of Broadcasting and Electronic Media, vol.46, no.4, pp.532-548.

• Yeung, G 2011, ‘A market-driven journalism’, HKUSPACE, 28 August, accessed 13 September, <http://hkuspace.wordpress.com/2011/08/28/a-market-driven-journalism/>.