Transformers-Social Media, Journalism & the Internet.

It is no secret nor is it unknown of how the internet has reshaped the way we access and create journalism. Journalism has been around literally for centuries, with newspapers and magazines coming into prominence in the 1700-1800’s and with the rise of radio, television and computing technology within the last 100 hundred years. The latter, computing, has been effectively present in our lives over the last 30 years, and from the moment the first PC’s were switched on, journalism would never be the same again.

The shift from centralised, traditional forms of media to decentralised, personalized media platforms has significanlty altered the way a society receives their journalistic sources. Journalism is perhaps the most significant industry to have been court in the revolution of digital media, for it underwent a significant revolution itself. Bruns explains this is due to “A gradual decline of industrial journalism as the dominant force in the public sphere can be linked directly with a broader shift from industrial to post-industrial paradigms.” 

This decline has produced the rising growth of decentralised, liquid flow of news and media content through the surge of websites and digital applications. This is due to the people being granted more power of choice and control of what they wish to hear and what they wish to access. For example, a newspaper is a key example of “gatekeeping“, where content is locked behind a “gate” and the type of content produced is selectively chosen by a small group. Content is therefore non-expandable and lacks the ability to go beyond text and print. An online newspaper on the other hand promotes greater access and navigation for the audience for it provides greater selection freedoms of content, a combination of text and video based stories, user-friendly navigation and most importantly and is impossible with print newspapers- Can be constantly updated without needing to reissue/print vast amounts of copies. Below is an example of the difference between the NYT print and online versions.


It is not only just audiences who are realising the power of online media, as advertisements are moving away from print to digital newspaper additions. Below is a graph highlighting the significant difference between 2009-11 of advertisement spending in the United States.

The most important factor in this drive of digital media? Content & Access.

Audiences wish to access media more efficiently, and with most people having access to at least 1 digital device at any given moment, it is no surprise that online additions of newspapers and tv stations are replacing these older forms of media. Content is also a big issue, for rather than having 15 newspapers covering 15 different issues, online websites can incorporate all of these into 1, or separate websites catering to this demand.

Thus, with the way digital media is evolving and therefore revolutionising the way we access and view media content, it will be interesting to examine where our traditional forms of media will be in the next 10 years.

Stay Classy UOW,

Todd Steele




  1. Hey Todd,
    I feel that you have a solid grasp of this week’s topic, showing great understanding of how journalism has been shaped in today’s society. Your discussion on how society has shifted from traditional forms of news media to decentralised media platforms is really informative in which I can relate to heavily (using my Facebook newsfeed for current news story’s). I found your meme to be really fun, perfect for this blog topic. Great blogging.

  2. Hi Todd, You’re blog although quite long, told a detailed story of media transformation which clearly exhibited the shift from a centralized to decentralized approach. You identified online newspapers as promoting greater access and navigation for the audience. The Al Jazeera website is a perfect example of this, where they have gained a large following based on their ability to represent the dissenting views of society. This could have been compared to media conglomerates such as Rupert Murdoch’s Empire. Good blog and funny image! x

  3. Nice post, you have an obvious understanding of the topic and are able to clearly explain it. It’s great that you touched on the decentralisation of media and the amount of content which is being produced but I was left wanting to know more about how social media journalism has been utilised e.g. campaigns, trending news stories and in effect, changed journalism.

  4. Again, well done Todd on clearly explaining the topic of the week! It’s crazy how much the Internet is changing things, it’s not only changing the way we communicate with each other but now how we retain information and news. It’s also changing the WHO actually can contribute to the news. Your use of images really helped support what you were saying. Well done!

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