University of Pennsylvania ScholarlyCommons Other Publications from the Center for Global Center for Global Communication Studies Communication Studies (CGCS) 5-2010 Milton Wolf 2010 Seminar Report Center for Global Communication Studies at the Annenberg School for Communication Follow this and additional works at: https://repository.upenn.edu/cgcs_publications Part of the Communication Technology and New Media Commons, and the Journalism Studies Commons Recommended Citation Center for Global Communication Studies at the Annenberg School for Communication. (2010). Milton Wolf 2010 Seminar Report. Other Publications from the Center for Global Communication Studies. Retrieved from https://repository.upenn.edu/cgcs_publications/16 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/cgcs_publications/16 For more information, please contact
[email protected]. Milton Wolf 2010 Seminar Report Abstract The 2010 Milton Wolf Seminar brought together practitioners and academics for three days of exciting debate in Vienna, Austria from March 17 to 19 at the Diplomatic Academy Vienna. Co-sponsored by the American Austrian Foundation, the Center for Global Communication Studies at the University of Pennsylvania‘s Annenberg School for Communication, and the Diplomatic Academy Vienna, the seminar explored the theme, “New media, new newsmakers, new public diplomacy: The changing role of journalists, NGOs, and diplomats in a multi-modal media world.” The Premise Discussion began with a recognition that: as new media and communication technologies diffuse worldwide, traditional media institutions face a range of challenges, from shortened news cycles to fragmented and shrinking audiences. Advertising revenues have declined as advertisers try to make sense of the new environment and to redirect their spending in efficient and effective ways, putting media under economic pressure.