Social Media: The New Journalism Normal?

The relationship between media and technology has always been a symbiotic one. Remember, technology comes in different forms, from the most seemingly mundane, that is, a pen and paper, to the most complex, algorithms and programme coding. If and even, when, one changes, the other will seemingly follow suit. With such technological advances, there is bound to be the rise of a new normal in the sphere of journalism.

When it comes to social media, many purveyors of journalism have had to re-evaluate their entire careers because, in some way, it can be considered that their work is now obsolete.

Jada Wallace

Old Media vs New Media

For decades, even centuries if we want to be a bit technical here, journalism operated on the old media model where there is direct communication from the media house to the consumer. How we all consume media depended on the media houses or outlets that operated locally, regionally, or globally because we, at one point, waited until the newspaper used to be (and still is for some) delivered to consumers or purchased on the commute to work; or when they broadcasted during the peak hours – morning rush hour, lunch hour, evening rush hour, Prime Time hour. That one form of communication continued in the era of Web 1.0 when the Internet was used as a tool to disseminate information in a one-way communication style. Enter stage right, Web 2.0. This new model of media consumption catapulted the way information and news are disseminated in a way that the journalism sphere was not prepared for. Web 2.0 allows for two-way communication. This includes both the sender of this information and the receiver to become their direct opposites now simultaneously. The user interaction no longer is dependent on the media outlets releasing this information but is now one of the proponents of this information (Alejandro, 2010, p. 5).

The Fifth Estate

What is actually interesting here is that traditional media, that is, the television, radio, broadcasters, media houses, press companies, etc. were revered, primarily in North America and Europe, as the “Fourth Estate”. Upon being regarded as the fourth branch of government, this Fourth Estate held a power that was reminiscent of a monopoly as the proponents of media and information held the consumers by their shoulders (Alejandro, 2010, p.9). With the introduction of social media (part of Web 2.0), this two-way communication juggernaut that has created an unforeseen paradigm shift, has been referred to as the potential “Fifth Estate” by many purveyors of the journalism industry. Can it be, that the way in which social media has transformed the journalism sphere, considered on the level of the branches of government where it has separated itself from the Press umbrella and created an umbrella of its own? We shall see.

Social Media Impact on Journalism

When it comes to social media, many purveyors of journalism have had to re-evaluate their entire careers because, in some way, it can be considered that their work is now obsolete. They have a new form competition through social media, and this presents many challenges to journalists, especially seasoned journalists who are comfortable in their own ways of performing their duties. Jamaican journalists like Dionne Jackson-Miller, Emily Shields, and Khalilah Reynolds are among the many to have embraced social media as the new realm of journalism; but this does not come without apprehension (Jamaica Observer, 2021). Veteran journalist, Mr. Desmond Allen has understood the impact of social media, even its necessity, given the shift of the passive-audience culture to the participatory-audience culture (Alejandro, 2021, p. 9). However, he outlines, in a Jamaica Observer article this year, that the levels of distrust and misinformation has led to the birth of fake news, which can hinder the credibility and integrity of many journalists and media houses. However, in his and comments from his colleagues, there are diverse ways in which social media has impacted their field.

Pros of Social Media

• Larger reach for media houses: Many journalists and outlets are able to highlight their stories and craft with a greater audience as old media had caused them to be limited to their specific geographic location.
• More inexpensive way to disseminate information
• Ability for a more curated story to be disseminated to the public
• Greater interaction with audience: Feedback is especially important and the ability of their audience to interact with these outlets lets them know what stories are of interest, thereby informing these journalists of where they should seek a “scoop”.
• Ability to monetise websites and social media platforms
• Ability to drive traffic to websites

Cons of Social Media

1. Trending = Scoop/Breaking News: Journalists have to act quicker than before because the “Scoop” before was limited to their direct competition – other media houses and journalists – but now, anyone can break the news and they have be 10 steps ahead of everyone to be the first to release this information if they want to be at the top of their field.
2. Journalist vs Citizen Journalist: it is harder to just be the bystander of information in this day and age as Alejandro (2010, p.9) puts it because anyone with access to a PC, smartphone or smart device can disseminate information. Persons can create their own news and can become purveyors themselves with social media which can act as some form of competition to the seasoned journalists. Citizen journalists are individuals who function as part of the journalism process without any formal training in the field and they can garner a following that is unprecedented and extremely loyal (Jackson-Miller, 2021).
3. Journalists do not have beats anymore: What once was the daily beat to catch a story, even entertainment on The Star newspaper, is now anyone’s game. They cannot just focus on only one thing per se anymore.
4. Misinformation/Fake News: Different people who put out information can be very misinformed or are just chasing a story that may not ever exist. As a result, the act of fact-checking has to be conducted before the information is disseminated and even, many times, after the information is disseminated. For example, if entertainment sites online like VybzPromoJa or Tropix release misinformation to their hundreds of thousands of followers and, by extension, the followers of their followers, then they will run with it, and the repercussions can be damaging. This can lead to severe fact-checking that can take away from the pursuit of other stories and important stories as well.
5. Copyrighting of Information: While information and work are all copyrighted, the wildfire spread of information thanks to social media can lead to anyone taking bits of your work and using it as their own without crediting the original author, as Desmond Allen has purported. Additionally, Chairman of the Broadcasting Commission of Jamaica Cornell Green and Vice President, Anthony Clayton, in their Jamaica Gleaner Article, both call on the Government of Jamaica to develop and implement legislation that protects journalists’ work.

A Perspective of Social Media

Looking at Desmond Allen’s concerns and even the Broadcasting Commission of Jamaica’s concerns, it is valid to think that journalists fear their jobs may become obsolete if change does not happen. However, the change that is being referred to, has to do with not just adapting with the shift, but also protecting themselves with this adaptation. Calls for regulatory specialisation, media literacy and other forms of protection will engender a culture of responsible and regulated journalism in the age of Social Media.

The role of social media now is that it acts as a form of news outlet at a speed greater than old media. It has its pros, but its cons, especially with misinformation and fake news being such strong proponents for journalists against social media, can be overwhelming from that perspective. As a result, Social Media’s role now is to be as transparent and accountable in disseminating information that is accurate and credible, not salacious with false clickbait titles.

Where is it headed?

Social Media is here to stay and the paradigm shift to participatory culture is only going to get stronger as people are now embracing their own voices. News can be misconstrued in different ways, and as Desmond Allen puts it, fake news can erupt from the cacophony of information disseminated. As a result, it is imperative that going forward, Governments try to engage and implement legislation where possible to protect journalists and the journalism sphere because it might be difficult with the magnitude of reach social media has but it can be done.

References

Alejandro, J. (2010). Journalism in the Age of social media. Reuters Institute for the Study of Journalism. https://mediaforum.md/upload/Journalism%20in%20the%20Age%20of%20Social%20Media.pdf

Clayton, A. and Green, C. (n.d.) Jamaica in a Digital World: Part 1. https://www.broadcastingcommission.org/phocadownload/news-releases/Jamaica%20in%20a%20Digital%20World.pdf

Jackson-Miller, D. (2012). Social Media and Journalism in Jamaica – Where Are We Headed? WordPress Blog. https://newsandviewsbydjmillerja.wordpress.com/2012/09/09/social-media-and-journalism-in-jamaica-where-are-we-headed/