Transcript PPT slides.

The Internet as a Mass Medium
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Mass Media means books, newspapers, journals,
bulletins or other publications, television and radio
programmes, film and other audiovisual studio
productions and other means of disseminating of
information.
According to this Law, technical and service
documents and securities are not ascribed to mass
media.
REPUBLIC OF LITHUANIA LAW
ON PROVISION OF INFORMATION TO THE PUBLIC, 2000
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Interactivity as a multi-dimensional concept
It directs the focus to the intersection of the psychological
and the sociological.
It bridges between mass and interpersonal
communication.
It may be achieved in mediated and direct communication.
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Types of interactivity
Declarative (one-way) communication (e.g. most
traditional media: radio, TV, newspapers).
In reactive (two-way) communication one side
responds to the other.
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Fully interactive communication requires that
the messages in any sequence take into account
not just messages that preceded them, but also the
manner in which previous messages were
reactive.
In this manner interactivity forms a social reality.
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What does interactivity do?
It is associated with patterns of orientation: cognitive,
affective and evaluational. The attitudinal dimensions of
acceptance and satisfaction.
It is related to performance quality, motivation, sense of
fun, cognition, learning, openness, frankness and
sociability.
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2002, March-May
63 mainstream media Web sites
29 criteria of interactivity
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Responsive interaction (comments and opinion, chats, discussion
forums, possibility to reach producers, possibility to reach news
providers, SMS messaging, transactions and mobile tones, tests
and questions, e-cards and greetings).
Choice (structuring of information into verticals, language,
personalization).
Attraction (illustrative and original details such as animation,
design elements, cartoons, games and crosswords).
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Accumulation (counter, visitor registration, search mechanisms,
archives, classifieds).
Connectivity (links to own sites, links to other sites, Web-cats,
banners, WAP, headlines to your site).
Mobility (news and information which “arrives” to the reader via
SMS messages or e-mail newsletters).
Real-time information (breaking news, ‘now on air’).
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Producers and audiences on the Internet
M. Morris and C. Ogan, 1996. "The Internet as mass medium,"
Political Communication, volume 46, pp. 39-50.
Numbers of those communicating (one, few, many)
Time & Process (asynchronous, synchronous)
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Types of categories
One-to-one asynchronous communication
Many-to-many asynchronous communication (signingup)
Synchronous communication that can be one-to-one,
one-to-few, or one-to-many (requires organization)
Asynchronous communication that involves many-toone, one-to-one, or one-to-many relationships (seeking
information)
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“Online journalism” as a new buzzword
It has emerged in the media context and already
has ambitions to become a different (some
would say "new") model for journalism.
What is quality of online journalism?
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Technological and intellectual fusion
What are unique technological features of the
Internet?
Do technological solutions applied to old journalism
serve to produce new journalism?
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From traditional ("old") journalism to
online journalism
Interactivity --
Hypertextuality --
Multiple media features --
Personification --
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Interactivity is a process-related, variable characteristic
of communication settings.
The outcome of interactivity is engagement.
Interactivity can lead to sociability. It can help in
explaining how groups stick together.
Interactivity is not a characteristic of the medium. It is a
process-related construct about communication.
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Hypertextuality and different layers of editorial depth
“Lead” of the story
“Total journalism” – as a new genre? Merging into the
hyperfiction style of writing?
“Transparency”
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Personification
Multiple media elements -- a common delivery
technology
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http://www.cs.columbia.edu/nlp/newsblaster/
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Impact on journalism
Authentic journalism
New requirements: cognitive potential, multi-skilling
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Freedom of access and freedom of expression on the
Web are affecting professional journalism in the sense
that the boundary between journalism and nonjournalism are increasingly being blurred.
Also, boundaries between the editorial and
advertising are becoming less clear (“church – state”
separation)
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Some have even said that professional journalism is
about to die, because in cyberspace anyone can
practice journalism and become their own reporter,
publisher, information provider and news
disseminator.
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This democratic nature of the Internet is at the heart of
the process, but where will it take us?
How will be know that the information which we are
receiving is truly newsworthy?
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Case study (3rd quarter of 2001):
Electronic periodicals (news portals)
Staff numbers, Revenues, Expenses,
Audience
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Title of online
periodical
Characteri
stics
Staff
Revenue sources
Main expenditures
Average number
of users
www.delfi.lt
News,
general
interest
affairs
11 (2 among
them with
journalism
education)
50% from
banner
advertising
Technological
developments and human
resources
www.omni.lt
Telecomm
unications
news and
daily
affairs
3 (2
journalists,
language
editor)
Internet services,
direct
investments
Not observed
Not observed
www.tv.lt
Main
television
programs
portal
2: news
editor and
technician
60%: banner
advertising;
40% webcast of
live events
Advertising (5%),
technological
developments (40-50%),
market research (10-20%),
human resources (30%)
500 (it may rise
up to 1000
depending on
the program
webcasted)
www.tvnet.lt
News,
daily
affairs,
few
television
news
programs
13 (2
journalists)
20%: banner
advertising;
80%:
sponsorship
Advertising (5%),
technological
developments (50%),
human resources (40%)
700
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Title of online
periodical
Characteri
stics
Staff
Revenue sources
Main expenditures
Average number
of users
www.5ci.lt
News and
telecommu
nications
news
17 (5 among
them with
journalism
education)
Internet services
Advertising (30%),
technological
developments (30%),
human resources (40%)
200-400
www.e-biz.lt
Business
news
3 news
editors and
5-6 part-time
corresponde
nts
Direct
technological
investments and
subsidies;
subscription
80% for technological
developments
250-300
www.mama.
lt
Special
interest
news
1
Not observed
Not observed
200
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