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Multimedia Journalism (for the Social Web)

Multimedia Journalism (for the Social Web). Dr. Marcus Messner Virginia Commonwealth University School of Mass Communications www.marcusmessner.com Genworth Financial PR Summit March 2, 2011. Key Points. Changing news habits Multimedia journalism Tweeting the news Challenges/chances

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Multimedia Journalism (for the Social Web)

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  1. Multimedia Journalism (for the Social Web) Dr. Marcus Messner Virginia Commonwealth University School of Mass Communications www.marcusmessner.com Genworth Financial PR Summit March 2, 2011

  2. Key Points • Changing news habits • Multimedia journalism • Tweeting the news • Challenges/chances • Discussion

  3. Changing news habits • VCU student survey for Media General • 182 students (mostly 18-22 years) • All majors • March 1-12, 2010

  4. So, where do they get the news? 1. Google.com 20 % (n=37) 2. Yahoo.com 18 % (n=33) 3. CNN.com 14 % (n=26) 4. MSN.com 4 % (n=7) 5. Nytimes.com 3 % (n=6) 6. BBC.com 3 % (n=5) 7. NBC12.com 3 % (n=5) 8. Wpost.com 3 % (n=5) 9. Foxnews.com 2 % (n=4) 10. MSNBC.com 2 % (n=4) 11. Perezhilton.com 2 % (n=4) 12. RTD.com 2 % (n=3)

  5. Changing news habits

  6. Changing jobs of reporters

  7. Multimedia journalism • Online writing • Audio/photo • Video • Data reporting • Social networking • Entrepreneurship MMJ program at VCU since 2008

  8. Online Writing

  9. Audio/photo (audio slideshow)

  10. Video

  11. www.mmj.vcu.edu Data reporting

  12. Social networking

  13. Entrepreneurship

  14. Tweeting the news • VCU Social Media Study 2009 • How have traditional news media adopted social bookmarking for Twitter? • 199 news outlets in U.S. • 36.7% (n=73) offer social bookmarking for Twitter • 91% (n=181) have Twitter account • Ø 6993 followers

  15. Tweeting the news • How are traditional news media using Twitter? • 180 news outlets have accounts • Only 65.6% (n=118) of the news outlets tweeted on the days of analysis • 1568 tweets • Ø 8.7 daily tweets per news outlet

  16. Tweeting the news • How are traditional news media using Twitter? • 94.3% (n=1478) of tweets were news related, 5.7% (n=90) were personal • 93% of tweets (n=1458) had hyperlinks • 98.5% (n=1438) internal links • 1.5% (n=20) external links

  17. Challenges/chances

  18. Challenges/chances • Social media empower the individual • Can anybody be a journalist? • Dramatically changing news habits • The “Daily Me” • Credibility redefined online • Need to build new relationships

  19. Challenges/chances • Social media still mostly filtered through traditional media for mass audience • For how long? • Challenges to traditional news media gatekeeping and business models • Can they survive? • Will new generations turn to “big” media? • This is only the beginning! • Twitter is five years old

  20. Discussion Dr. Marcus Messner Virginia Commonwealth University School of Mass Communications www.marcusmessner.com Genworth Financial PR Summit March 2, 2011

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