1 / 10

Philip M. Napoli Director Donald McGannon Communication Research Center Fordham University

Philip M. Napoli Director Donald McGannon Communication Research Center Fordham University New York, NY Media Policy Fellow New America Foundation Washington, DC.

lara
Download Presentation

Philip M. Napoli Director Donald McGannon Communication Research Center Fordham University

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Philip M. Napoli Director Donald McGannon Communication Research Center Fordham University New York, NY Media Policy Fellow New America Foundation Washington, DC Revisiting the Church-State Separation: A Comparative Consideration of Advertiser Pressure on Traditional and Online Journalism

  2. Rationale • Large body of research on the dynamics of advertiser pressures on traditional media • Direct and indirect influences • Similar literature addressing online media has yet to develop • Focus has instead been on issues of economic viability

  3. Objectives • To highlight the need for more research • To consider extent to which existing research on traditional media can inform research on online contexts • To put forth some propositions about the dynamics of advertiser pressures on online journalism • To consider the dynamics of advertiser pressures in terms of the interactions and interdependencies between traditional and online journalism

  4. Background: Journalism & Advertising • Journalism’s dependence on advertising began in late 19th century grew more pronounced over time • Traditional advertising support model undermined in 21st century • Long tradition of concern about ways in which pressures to attract advertising might affect journalistic output

  5. Advertising’s Influence on Journalism • Some Key Findings: • Emergence of “norm of objectivity” • Decline in competition • “Circulation Spiral” • Increasing emphasis on serving and attracting desirable demographic segments • Affects nature of news coverage • Creation of content to serve advertiser needs • Blurring of line between advertising and editorial

  6. Relevance to Online Journalism • Indirect • Extension of traditional news outlets online • Influence of traditional news outlets on online news outlets • Direct • Extent to which economic and institutional dynamics of online news are comparable

  7. Relevant Online News Dynamics +/- De-Institutionalization of journalism • Both organizationally and procedurally? + More journalism being produced outside of commercial news organizations - Lack of institutionalized “church-state” separation + Opportunities for greater variety and innovation in revenue models - Consumer resistance to paying for online content

  8. Relevant Online News Dynamics • Online news organizations smaller/less bureaucratic • Less able to resist advertiser pressures? + Less internal pressure to maximize profits? • Long tail of audience attention and advertising dollars +/- Disproportionate clustering of advertising dollars around relatively few sources

  9. Conclusion • Difficult to parse traditional from online journalism • Complex ecosystem • Developments affecting online platform affect traditional platforms and vice versa • Effects of inter-platform competition for news audience and advertising dollars • Comparative analyses key to testing propositions put forth here

  10. Thank you! pnapoli@fordham.edu

More Related