- An analysis of TGI Clickstream shows that they are more affluent, are much more likely to have purchased a range of products and services
- 58% are more likely to make a purchase more than once a wee
Why in turn is Twitter good for respected news brands?
The 3 main reasons why audiences use Twitter are -
-39% said to be aware of what is going on in the world
-39% said to pass time
-38% said to be connected with people they like but don't know (celebrities)
- More than 1 in 10 of the newsbrand followers on Twitter claim that they were introduced to it through their newspaper brand
- It's a symbiotic relationship, Twitter helps make newsbrands more accessible, more connected and more influential
- The immediacy of Twitter and the accessibility allows audiences to read newspaper brands that they would not usually read
- 78% access a range of brands, journalists or sub-brands
The report suggests that old and new media “are not, in fact, in direct competition, but often work extremely well together to enhance both the media eco-system and the consumer experience”. What evidence do they provide to support this idea? Do you agree with it?
The combination of knowledge, opinion, community and gossip and banter help newsbrands and Twitter to work together. Three quarters of newsbrand followers think the links between Twitter and the more in-depth content is an important part of the experience. I agree that the four vital ingredients for Twitter an newsbrands to go hand in hand are beneficial, however I think the issue there is, is the gossip and banter stories, although I personally like the banter stories I think they reach higher recognition than the important news when coming to Twitter, therefore what is seen as most important is not necessarily most popular.
On page 24/25 of the report, the focus turns to 'gossip' or 'banter'. What example tweets from journalists are used to illustrate this?
- Sewer blocked by large Pooh
- Arsenal are toast: In all seriousness now, what are the sales figures like for this kind of stuff?
- The most amazing thing about the story of President Hollande having an affair is that he apparently only has one pair of shoes
- I reveal the shocking truth behind Jennifer Aniston’s new hair
- Favourite story all weekend has been Del Boy killing the British sheepskin coat industry. LOL
Do you think the increasing amount of 'gossip' or 'banter' is harming the reputation of news and journalists?
As previously mentioned, I do think gossip and banter news is harming the reputation of news as it becomes an issue of the most popular news becoming something rather irrelevant and mandatory, whilst the most important news does not have the same amount of recognition as a celebrity's bad haircut. This also reveals how society is changing and the issues with the news and journalists coverage of important stories needing to be more captivating in order for audiences to make this their most important and most popular news story.
What does the report say about trust in Twitter and journalists (look at pages 34-39)?
Almost half of all Twitter users, and almost two thirds of newsbrand users, say it is important that news on Twitter is verified by a respected brand. This helps build trust in the content.
-39% of users think that journalists on Twitter are trustworthy and a faster source of news
-49% think they have a more personal connection with the journalists they follow
-69% say that Twitter gives them access to journalists that they wouldn't connect with usually
Do you think new and digital media developments such as Twitter have had a positive or negative impact on traditional newspapers?
I think new and digital media developments have had both positive and negative impacts on traditional newspapers. Overall, I think the accessibility and the immediacy of news on Twitter makes it highly beneficial for audiences to keep up to date with what's happening around the world and therefore allows for better coverage efficiently. However, the issue of what is valid online is something that is always questionable and therefore only valuable and trustworthy news institutions should be directly followed for news as this is the most reliable. The issue with audiences however is that the most popular stories may not be posted by valuable or respected news sources but because they reinforce an individuals own ideologies it becomes difficult for them to detach from the idea that it may not necessarily be true so the question of whether the story is fake is no longer questioned. This therefore reveals the negative impact of new/digital media developments. For the newspapers it obviously becomes the case of print media is in decline and good quality journalists are easily replaced by the works of citizen journalists or bloggers, meaning the industry is definitely impacted.
Finally, how can we link this report to the vital current debate regarding fake news and Facebook? Do traditional news brands need protecting to ensure there are sources we can trust?
I think news brands need to be verified and I think only reliable institutions should be trusted online, when straying away from the major corporations such as the BBC or Sky news then the question of validity should be posed and I think audiences need to be aware of this issue especially due to the ignorance of audiences nowadays trusting what they read online. Therefore the more educated audiences are to be aware that not all news brands can be trusted the more power they have to question the validity and therefore places the blame with the audience rather than the institution as audiences should not be passive. Arguably, as audiences we should receive positive, ethical news stories as this is what we require, therefore for Facebook or other social networking sites to be unable to monitor and regulate fake news it becomes an issue for the site as they solely can no longer be valued as reliable.
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