Examining Effects of Levels of Interactivity on Journalistic Public

Service in 21st Century Newsrooms

By Jennifer Brannock CoxUniversity of Florida

Objectives

Study genesis

Describe the problem

Justification of the study

Methodological approach

Future research agenda

Exploratory StudyConducted Fall 2009

A conversation with journalists

Discussion of ethical perspectives in light of changing newsroom climates

Differences between online-focused and print-focused organizations

4 organizations; 10 reporters and editors

Exploratory StudyTopics articulated:

Advertising conflicts of interestBrick wall is weakening in bothSome advertising content creeping into productMore advertising involvement in editorial process

Conflicts of interest – advertisingTraditional – upset but quietOnline – optimistic about involving process

Exploratory StudyTopics articulated:

AccuracyBoth agree accuracy sometimes sacrificed for

speedFewer editors overseeing copy

Online practices – Accuracy Traditional – less editing, troublingOnline – mistakes are easily correctedOnline – feel more of a burden for accuracy

due to lack of oversight

Exploratory StudyTopics articulated:

ContentMore salacious material given higher prominence“The standards are different.”

Online practices – ContentTraditional – filling the pageOnline – contributing to archived legacy

Exploratory StudyTopics articulated:

Communication and ethicsBoth – adhere to “traditional newspaper ethics”Online – no written policies; Traditional – more

definedOnline – understood & reactionary; Traditional – e-

mail, contracts

Exploratory StudyTopics articulated:

Online vs. traditional attitudes Traditional – unmoving; rules are rulesOnline – excited about developing “as we go”Confusion at times over violation penalties

Perceived differencesTraditional vs. online: many imagined

differencesTraditional: outdatedOnline: unethical and less committed to

accuracy

Statement of the Problem

Audiences shifting online – challenges & opportunities

Challenges:

Changing business modelLong-term goals -------> Short-term goals

Changing news motives

Changing news definitions

Statement of the Problem

Audiences shifting online – challenges & opportunities

Opportunities:

Changing audience relationships Independence -------> Interactivity

Changing audience expectations

Changing definitions of journalism roles

Purpose: Broad:

To determine how the public service norms of journalists, and consequently the definition of news, are changing as newspaper journalism shifts online.

Specific:

To determine how varying levels of interactivity practiced in newsrooms affects journalists’ definitions of their public service goals.

 

 

Why Public Service?Public service guides the definition and practice

of news

News is produced & shaped by journalists

Journalists are influenced by news organizations

News organizations guide journalistic values

Journalists justify their actions and define themselves through public service commitment

Evolving Norms

Objectivity

Independence

Truth-telling

Transparency

Fostering Participation

Immediacy

Levels of Interactivity

Three levels examined:Participation – in the development of a storyCollaboration – brainstorming with audienceContribution – of materials (text, pictures, video,

etc.)

Three levels of variance:HighMediumLow

ResponsibilitiesWill journalists in newsrooms differ in their

perspectives regarding public service based on their differing responsibilities?

Online-focused responsibilities

more multimedia, less thorough text

Print-focused responsibilities

more thorough text, filling two products

Online- & Print-Focused Newsrooms

Both doing more with less

Both using new technology to drive page views

Both moving toward business models prizing page views over subscriptions

Difference may be in attitude

Theoretical Suppositions

Various levels of interactivity may result in varying perspectives regarding public service

Varying responsibilities may result in varying perspectives regarding public service

Print- and online-focused newsrooms may differ in their embrace of public service norms based on managerial or individual values

Methodological Approach

Qualitative studyPublic service has neither been defined nor

examined; particularly with regard to online mediaPrevious studies are normativeNeed to present a fully-detailed view of topic

In-depth interviews with journalists in 4-5 news organizations

4-5 journalists at all levels (20-25 total)

Future Research Agenda

Develop a quantitative questionnaire to test substantive theory

Look for prioritizations of norms based on newsroom type

Case studies of news organizations mid-transition

Plans to publish in peer-reviewed journals and professional publications

Collaboration with colleagues regarding specific norms

Questions?