Trust and Influence: Media in a Fast-Paced World
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A brief but important overview of how the trust and two-way influence shared between media outlets and the audience are impacted by the relatively fast-paced nature of online media and because of how it is bolstered audience involvement, both to its benefit and its detriment. In many regards, the fact that news stories and coverage are fast breaking, results in a kind of copy-cat effect where once a few outlets have formed a common narrative, most other outlets end up invariably reproducing the same narrative at the expense of proper investigative journalism and examination of potentially different angles and details to the story that were not initially reported. This can have a deleterious impact on what audiences come to expect from publications as well as the potential for erosion of trust between the audience and a given outlet along with the spread of substantially false information.
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Solution Summary
A brief discussion about the evolving impact of audience trust and involvement in media, and how the fast-paced nature of news reporting and story coverage can have some unintended consequences for that relationship between outlets and the audience.
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Research and polling data going back to the noughties and earlier, show that there is a bidirectional relationship of influence between news media and its target audience. Usually one influences the other, but sometimes, even the audience, via feedback, involvement and consensus, can begin to shape, to a limited extent, the nature of the news itself. However, the focus of the question here is on the role news media plays in shaping the audience, how this presents certain ethical responsibilities to those in the field and the changing nature of those responsibilities as the delivery medium of news evolves in the online sphere, and as it consolidates the majority of the audience beyond its narrower share of the highly tech-savvy and high-educated cohort from the decades prior.
With the increasing role of the internet, a very traditional audience and news source dynamic was shifted rapidly by putting the audience within the space of conversation, and this ...
Education
- MA, London Metropolitian University
- BSc, London Metropolitan University & University of Derby
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