Category: jay rosen

How not to influence change in old media

Jay Rosen’s recent attack on Fortune columnist Justin Fox reminded me that changing old media’s role in this new world is not going to happen by telling them that they stink.


Photo: carradine65

He accused Justin of failing to say anything meaningful in the ‘private vs public ownership of media’ debate. Underneath it all, however, was the more acidic accusation that Justin doesn’t get the Internet:

“There’s an upside, there’s a downside to local ownership. Reasons to be hopeful, reasons to be wary. Where did you get the idea that your peers don’t know this? (After all, it’s common sense.) I’ll tell you where, Free Pass: you made it up so that your column would be easier to write. But the day when you could get by with that standard is over. Gone. The bar has been raised on opinion journalism. The Web did it, especially the magic of linking and the powers of Google. Where have you been?”

Justin then responded in depth to Jay, defending the accusations point by point on his new blog:

“I can’t ignore [Jay’s post], partly because I’m an oversensitive weenie (always have been), partly because past experience tells me Rosen’s blog posts are often worth paying attention to, and partly because buried in his tirade was at least one entirely irrefutable criticism.”

I’m as guilty as the next new media nerd of pressing old media to change their ways based on my own small view of the present and future challenges. I’m equal parts idealist and pragmatist, almost always the former when blogging.

But I also know that there are many editors and executives alike who wish very much to apply the mental shift they may have adopted perhaps years ago and turn it into practical change without losing their jobs in the process. We need those people employed and making change happen in their organizations in order to accomplish the new media goals, no matter how slowly.

As Justin points out, even Time Warner has adopted a multi-threaded approach to journalism where columnists are required to post weekly online in addition to their print columns which require significantly more dedication. If that’s not enough, Justin has recently begun blogging on topic and wrote a book on one of his beats to boot.

Time Warner may not be collaborating with customers as much as it needs to, but clearly that door is opening some. And that’s a good thing.

Jay is not wrong to press old media to change more dramatically and to do it faster. It’s not just the methods that need to change. The way that they think about the world around them and the value of their perspective both need to accomodate a new and different way of communicating.

In this case, it’s a matter of picking which battles to fight. Attacking those who are influencing positive change at the companies you wish to influence is probably going to turn off those who may be listening to you.

Don’t invite other kids to play in the sand box and then throw sand at them, Jay.

Someone call the conversation police

I find it a bit presumptuous that someone would try to end a discussion on a topic in the blogosphere or, for that matter, assume that they drive a conversation in the market.

In an attempt to stop people blabbing endlessly about bloggerism vs journalism, Steven Berlin Johnson redefined the 5 points of the debate, recapping Jay Rosen’s closing arguments on the topic from over a year ago. His post was a response to Nichalos Lehmann’s article Amateur Hour — Journalism without journalists in The New Yorker questioning the value of blogging:

“Jay Rosen tried to kill off this kind of discussion a year or two ago with his smart essay, Bloggers Versus Journalists Is Over, but obviously it didn’t stick. So let me propose a slightly more blunt approach.”

Similarly, it seems odd to me that Malcolm Gladwell has decided that blog commentary is merely derivitive of mainstream media conversation:

“Any form that consists, chiefly, of commentary and criticism is derivative. We need derivative media sources to help us make sense of what we learn from primary sources.

…although it maybe possible for some bloggers to think of their thoughts as rising, fully formed, from the blogosphere, it just ain’t so. Even people who do not think of themselves as being influenced by the agenda of traditional media actually are: they are simply influenced by someone who is influenced by someone who is influenced by old media.”

He makes this statement in response to Chris Anderson of Long Tail fame (and Conde Nast’s Wired magazine). Chris used a comment Malcolm made to reinforce the point that mainstream media is not as powerful as it thinks it is:

“What we do has great value, but we no longer have a monopoly on leading the public conversation (not that we ever did, of course, but it was easier to delude ourselves before). The blogosphere doesn’t need us to give them something to talk about. When we do what we do well and add new ideas, information and analysis, blogs can be our best friend, amplifying our reach many-fold. But when we don’t, the former audience is very happy to talk amongst itself.”

There’s a bit of chicken and egg here, as I’m not sure it’s clear whose work is derivitive of whose.

A good reporter is a story teller of other people’s experiences. Nothing in the Wall Street Journal happens because the Wall Street Journal said it did. A good media company like the Wall Street Journal is able to catalyze important events and thinking happening in interesting places into meaningful and valuable chunks with a consistent lens, and there’s no doubt the Wall Street Journal influences what people think about.

But that role in not exclusive, even when their coverage of a topic is considered the best in its class or costs a ton of money or takes a lot of research to get right.

The conversations the Wall Street Journal covers are reflections of conversations that in many cases started years prior, and it’s not until the topic reaches some kind of tipping point does the Wall Street Journal then translate it for their lens of the world.

I would never deny being influenced by mainstream media. But that’s more a result of the fact that I have shared experiences with people than because the influence is meaningful or relevant. In fact, it becomes less and less relevant the more my media experience diversifies.

I agree with Steven that this particular topic lacks the juice it used to have. Jay Rosen has done a brilliant job of turning the discourse into a cohesive string that matters and feels complete from my personal perspective and obviously for Steven’s.

But closure for us may also mean it’s time for some fresh perspective to alter the dialog or extend it in sensible ways for other people yet untouched by it or confirm the premise of the argument with more useful research.

The effects of disintermediating media are still unfolding, and I’m betting that leaders at most big media companies will get more clarity on how to deal with that problem from each other and the individuals they know at competing companies or even their neighbors than they will from reading about it in their own publications.