In the fifth chapter of Principles of American Journalism, I was drawn to the following passage:
“The fundamental difference in terms of the goal of online journalism – from audience attraction to audience engagement – is more than just economic, however. It promises to reinvigorate the relationship between journalists and audience, a relationship that grew far too distant in the era of mass audience” (Craft & Davis 123).
In my Professional Development Seminar course for my communication major, we have been researching different contemporary issues, with digital media being a predominant topic. Recently, we discussed how digital media has changed the process of communicating with an audience. Rather than a one-way form of communication, where you send a message to your audience and that’s essentially the end of the process, digital media enables two-way communication, where you send a message and your audience is immediately able to respond back to you.
People want to know that they are valued by the companies and organizations they enjoy, and digital media allows these companies to respond to their audiences and let them know their feedback is valued. This can help build brand loyalty, and I think it can be applied to journalism as well. Journalists can individually create profiles on social media that allows them to connect with their audiences, and news organizations can use social media in a similar way. When audiences form a connection with journalists and their news organizations, then they’re more likely to continue reading the content from those organizations, and might also become more likely to pay for their content. I’m not sure what the best way is for journalists to use digital and social media to connect with their audiences, but it’s necessary to start somewhere.