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Marriage of Blogs and News: Opposites Attract?

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Marriage of Blogs and News: Opposites Attract? Marriage of blogs and news: Opposites attract? An exploration of content similarity政 between治 the blogs and traditional news of major international media organizations大 立 學 國 ‧ ‧ N a y t t i i s o r n a e l i v C n hengchi U Ralph Jennings June 2013 1 MASS MEDIA, BLOGS 治 政 大 立 學 國 ‧ ‧ N a y t t i i s o r n e a i v l C n hengchi U 2 MASS MEDIA, BLOGS Table of Contents Abstract……………………………………………………………………………3 Introduction What’s next if the media blend news with blogs………………………………..4 Literature review….………………….….…………………………………………5 History of blogs…………………………………………………………….....5 News gathering and news writing.....................................................................7 Reader involvement in news stories…………………….……………….………9 Media-technology convergence政 history………………………………治 .……..10 Blogs and mass media...……………………………………………大 .……….13 立 Media coverage: South China Sea issue of 2012...…………………………學 .16 Research questions國 ….……………………………………………………….20 Methodology....…………………..…….………………………………‧ .………...21 ‧ Grounded theoryN approach…………………………………………………..21 a y t Content sources…t ..…………………………………………………………i .22 io s Short e-mail interviewsn with journalists……………………………………r ..26 a e l i v Results…….…………………… C.………………………………………n .………..27 hengchi U Content survey….…….……...…………………………………….………….27 Fact and opinion………………………………………………………. 28 Writing styles……………………………………………………………………30 Type, purpose of story………………………………………………………….32 Summary of content trends……………………………………………...36 Analysis of interviews with journalists--..……………………....…………….38 Gatekeeping by editors………………………………………………….38 Posting of secondary stories to blogs…………………………………….….38 Journalistic research techniques……………………………………………..39 3 MASS MEDIA, BLOGS Interactive sense of news………………………………………………………40 Author’s observations……………………………………………………….…40 Mass media with limited blogging…………………………………………...41 Conclusion…………………………………………………………….…………..41 Summary of findings.………………………………………………………...41 Limitations and future research…….………………………………………..43 References…………………………………………………………….…………..43 Appendix A News articles and blog posts used政 for grounded治 approach content…………53 Appendix B 大 立 Content from news media with no international news blogs學………………...74 Appendix C 國 E-mail questions and answers from journalists…….………………………‧ ..76 ‧ N a y t t i i s o r n a e l i v C n hengchi U Abstract International news media have gradually added blogs to their primary content 4 MASS MEDIA, BLOGS over the past five years. The Wall Street Journal, the Christian Science Monitor, Reuters and the Voice of America, for example, use blogs as vehicles to report news. The same media organizations put additional news on paper, on air or on official websites. But blogs are traditionally for personal journals and private opinions. This study analyzes how the mass media are using blogs to convey news and why, as well as the differences between blog posts and traditional news content. A grounded approach to the content of blog posts and traditional content on the South China Sea dispute, an ongoing 2012 news story in Asia from six major international media shows similarities in writing styles,政 point of view治 and types of information presented. Comments solicited from journalists give insight into reasons大 that the mass media run 立 their own blogs and how content is chosen for them. The study學 suggests that going forward news stories 國will be written more like traditional non-media blogs and that blogs may be influenced by the disciplined writing of journalists. ‧ ‧ N a y t t i io s n r a e l i v C n hengchi U Introduction Blogs have existed since the 1990s. The term that is short for “Web log” once 5 MASS MEDIA, BLOGS carried Internet content as those two words implied: online journals of daily events and personal reactions to them. As some blogs gain mass followings, they began to set agendas for the mainstream news media and in some cases reduce the audience sizes for those media outlets. In keeping with a tradition of adapting new writing styles and new technologies, many major news media finally launched their own blogs, from a simple collection of columns written by reporters to a maze of websites that cover secondary news on specific topics such as consumer technology or emerging world markets. Use of blogs by the mainstream media raises questions about how newspapers or broadcasters aim to use政 that content治 channel alongside websites that already post a given day’s major news stories. 大 立 This study uses a grounded approach to compare content 學among major international media that國 covered a single transnational story involving China and the United States. The present study also gathered insights, anecdotes‧ and opinions from ‧ practicing news peopleN who contribute to news blogs, in most cases overlapping the a y t media content used fort the grounded approach. Both research methodsi applied to this io s research explore the degreen of convergence between mass mediar’s official news a e l i v websites and blogs operated by Cthe same media as well asn reasons that the media have hengchi U adopted blogs. Qualitative comparisons and contrasts cover types of article, purposes of the articles, article content and writing styles used. Comments from journalists offer explanations on how the media have brought blogs into the fold. This exploration also follows the spirit and general approach to previous mass media content comparisons for other purposes, for example press versus television framing of a European heads of state meeting (Semetko & Valkenburg, 2000) and differences among North American news media’s coverage of the risks and benefits of certain medications (Moynihan & Bero, 2000). This exploratory research makes a contribution to extant material as other 6 MASS MEDIA, BLOGS academic researchers appear yet to have examined in depth the relationships between media blogs and other news channels run by the same organizations. The study comes as well at a prime time in the development of online news media. Blogs remain a relatively new part of all mass media’s repertoire of products, so it is not clear whether over the coming years they generally will be used to report more news, to publish more commentary, to engage readers or perform a completely new function. This study focuses on similarities between blogs and other news channels in terms of article content, types of stories, writing styles and purposes of the articles. It is significant to explore similarities, not政 contrasts,治 because traditionally blogs and news are written differently, cover divergent topics and serve大 separate audience demands. 立 Major mass media appear likely to rely increasingly on blogs學 as a vehicle for news. That trend would國 reshape blogs as a genre if they blur the normally diary-like, opinion-driven online tool with fact-based news reports. Conversely,‧ the ‧ mainstreaming of blogsN into more traditional content could influence the way news is a y t written, steering it towardt a chattier writing style, increased entertainmenti value and io s more engagement with audiences.n r a e l i v C n hengchi U Literature Review To begin comparing blogs and the news media’s other editorial content, this study reviews literature on the historic role of blogs, reasons that news organizations have launched them and what has followed in the past when new technology confront traditional mass media. History of blogs Web-savvy youth in developed countries got blogs started with personal diaries. Accordingly, blogs are short for “Web logs.” Professionals later began using blogs 7 MASS MEDIA, BLOGS show off expertise, for example in law or national defense, and companies or their individual executives adopted the same tool to advertise or otherwise seek public attention in a chatty, personable manner. In a classic case, Microsoft CEO Bill Gates runs a blog, called thegatesnotes.com, on his personal travels and charity work. It posts stories in the first-person voice about the CEO’s trips abroad and personal efforts to understand or relieve poverty. There are videos and hyperlinks. A blog may be defined as a website that contains an online personal journal with reflections, comments and often hyperlinks provided by the writer (Oxfeld, 2005). The medium grew out of Internet forums政 and 治online bulletin boards that were popular in the 1990s. Credit for taking blogs to the masses often大 goes to Geocities, a service 立 launched by Beverly Hills Internet to let users create their own學 websites. GeoCities reached one million members國 by 1997 and 38 million user Web pages before the service stopped in the United States in 2009 (“The Dawning,” n.d.,‧ para. 16). ‧ The typical blogN format is a stack of date-stamped posts, with the most recent at a y t the top, all inviting commentst from readers. Comments can be screenedi and io s selectively made public byn a blog’s authors or their moderator. Majorr social media a e l i v such as Facebook and Twitter alsoC allow users to write then equivalent of blogs subject hengchi U to the rules and technical constraints of the hosts. The blog-specialized search engine Technorati was tracking about 100 million blogs worldwide as of 2007 (Quirk eMarketing, 2007). Today blogs serve a range of functions. Some are purely diaries, with posts as simple as “I Had a Cup of Coffee Today” (Sylvia’s Writing to Freedom, 2010). Other blogs feature opinions and reactions to other people’s opinions, often strong and consistent on specific social or political issues. Those Web logs may exist to challenge commonly accepted versions of events either recent or historical (Ho, 2007). In the United States, blogs have further supplemented the role of reality television, giving 8 MASS MEDIA, BLOGS private people a forum to let the public see the odd sides of seemingly ordinary people. Blogs also bring celebrities and everyday people closer, exposing the normally private lives of both (Miller & Shepherd, 2004). Photos and videos may enhance the content. Examples of classic blogs include Mediaite.com a lively, photo-enhanced, regularly updated and time-stamped collection of U.S.
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