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figured out how to make a good-enough index and the new generation
of online publishing tools based on the blog model started to emerge.
If The Guardian or the BBC or the New York Times were going to shape
today’s environment they should have been there in 2001. Now all
they can realistically do is acknowledge the shift and decide how to
deal with it. Their power to influence events is extremely limited, and
they are beginning to realise this. A newly connected New York Times
tries to re-enter the conversation by allowing readers to Digg stories or
post them to Facebook, while the desire to be at the centre of
community still dominates the thinking of even the most progressive
players, leaving them out of the loop. We may not expect The
Guardian’s Polly Toynbee to lower herself to the level of commenting
on other people’s blogs, but not even media pundit Roy Greenslade
seems to have realised that the conversation could be happening
elsewhere.
The decline of trust in what mainstream media outlets are delivering
today, coupled with the rapid emergence of new sources of apparently
trustworthy information, means that every current provider of news
and views must find a way to survive within the new informational
ecosystem.
It is more than likely that some form of journalism and news media will
persist in the new media age. The current era of blog populism and
social networking sites is a transitional stage, marking the end of old
ways of thinking as much as the emergence of stable new models, and
we should not assume it provides us with a good basis for predicting
the future of journalism.
The days of monolithic corporations providing an authorised view of
the news, setting the agenda and accepting no challenge from other
points of view are already gone, and there is no need to mourn their
passing. Yet people’s desire and need for information about the events
of the day has not vanished, and their wish to see such information
placed in the public domain so that it can be the basis of the ongoing
democratic conversation remains, even if it would never be expressed
as such.
There is a desire to know what is going on, one which is largely only
shown in the response to the exposure of states of affairs which call for
‘something’ to be done, like famines in remote countries, corruption or
deceit in local politics, hidden epidemics and unnoticed immigrants.
This can probably be met by journalists whose job is to report, analyse
and comment within a framework of editorial integrity and
professional codes of conduct even in a world of citizen journalists and
witness-generated reportage.
If they are to reinvent themselves and reassert their values in the
vernacular. The church was no longer the only place that the story
was being told, and people found that the skill which unlocked the
Bible also unlocked other sources of knowledge and made other points
of view available.
Today the cathedrals of the mass media are empty because the people
have a new skill, one that goes beyond the ability simply to read and
understand what others are saying. Now they can speak as well as
listen, and this new form of literacy is the real wellspring of the
revolution in news journalism that we are currently experiencing.
We have abandoned the cathedral, and moved away from the burning
wreckage to congregate in a nearby coffee house, where entry is free
to anyone who can afford the price of a drink. In the coffee house
anyone can speak, and instead of the clearly enunciated and carefully
considered tones of the priest echoing off the stone columns and over
the heads of the congregation the conversation is open to all.
Credibility comes not from occupancy of the pulpit but from one’s
actions, from what is said and done today, what was said and done
yesterday. In the age of conversational media, the voice from the
pulpit can barely be heard over the hubbub, and anything said can
immediately be challenged, questioned, taken out of context,
criticised, dissected and absorbed into the zeitgeist.
Once news journalism becomes a conversation rather than a matter of
issuing communiqués from a position of superior access it requires a
very different set of skills from its practitioners– or rather, additional
skills over and above the traditional ones of listening, judging,
balancing, questioning, evaluating and story-telling. We have seen,
most notably in the way that Guardian and Observer journalists are
attempting to engage with their former audience on the Comment Is
Free blog, that this is not always easy. Some of the great and good
seem wholly unsuited for a world in which comments on their work
appear with equal prominence on the newspaper site, like squeaky-
voiced actors forced to appear in talking movies.
A bigger problem faces the commercial side of the business. Building
conversational structures around the work of journalists and
commentators, making money from providing them with a place to
operate and a channel through which to speak, bears little relationship
to the old established practice of holding talented journalists in tow
with contracts, printing or broadcasting their words or stories and
persuading those with a commercial message to preach to hitch their
advertising to your rolling wagon. In the new media world the old
media certainties are gone, and the ways of making money or telling
stories are no longer theirs to control or even shape. A blogger with
an AdSense account can make a modest living, but providing the
revenue flows needed to sustain a print and online newspaper is
incredibly hard.
Notes
1
(http://en.wikipedia.org/wiki/Zeroth_law_of_thermodynamics)
http://sf.backfence.com/bayarea/showPost.cfm?
2
myComm=BA&bid=2271,