The great distribution dilemma – can public interest journalism survive?
Apr 25, 2024
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Exploring the challenges news outlets face in reaching audiences without big tech platforms, the decline of news content on social media, the impact on public interest journalism, sustaining journalism amidst tech giants, and the urgency of global journalism in serving the public good.
Social media's evolving definition of news impacts traditional journalism's reliance on engaging content over traditional reporting.
Attribution challenges arise for media organizations on social platforms, raising concerns about brand recognition and audience connection.
Public broadcasters navigate the dilemma of balancing content distribution on third-party platforms while preserving direct audience engagement and control over content promotion.
Deep dives
Evolution of Social Media and News Industry Relationship
Social media platforms like Facebook initially attracted news organizations by offering tools to publish and track clicks, leading to a surge in audience engagement and ad revenue. This symbiotic relationship thrived until around 2016 when platforms began reducing news content due to the responsibility of filtering misinformation.
Challenges in Defining News on Social Media Platforms
The definition of news on social media platforms differs from traditional journalism, focusing more on grabbing fleeting attention for ad revenue. This shift has impacted traditional news organizations as they adapt to the changing landscape and prioritize engaging content over traditional news reporting.
Attribution Challenges and Audience Engagement
Media organizations face challenges in receiving proper attribution when their content is shared on social media platforms, leading to a disconnect between content creators and audience recognition. This attribution issue extends to other media forms like audio, where efforts are made to ensure brand recognition for content creators.
Distribution Dilemma in the Media Industry
Media organizations, especially public broadcasters, grapple with the dilemma of balancing content distribution on third-party platforms like Spotify while maintaining direct engagement with their audience. The shift towards platform ownership to engage with the audience raises concerns about losing reach and control over content promotion.
Implications of Government Regulation on Big Tech and News Funding
Western governments are enacting laws to compel tech giants to fund local news, highlighting the underlying challenges faced by journalism. While such legislation like the news media bargaining code in Australia generated revenue for news organizations, concerns remain about the effectiveness in supporting journalism and promoting media diversity.
Future of Journalism Funding and Public Interest
Proposals to consider journalism as vital public infrastructure and provide tax incentives for hiring journalists are discussed as potential strategies to support the journalism ecosystem. The focus on separating journalism funding from click-driven models and enhancing media diversity underscores the need for innovative approaches to sustain journalism in the digital age.
For more than a decade serious news organisatons, including public broadcasters, have increasingly relied on social media and other third-party digital distribution platforms to reach audiences. But now the big tech platforms are no longer interested in traditional news. So, can public interest journalism survive without the online networks they let cannibalise their content? How can serious news outlets avoid slipping into obscurity? And what impact would such a decline have on our culture and democracy?
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