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This was a presentation about how networked journalism impacts on influence and media power
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Strategic Communication and the Influence of the Media on Public Opinion
NATO Defense CollegeSeptember 2014
Prof Charlie BeckettDirector, Polis, LSE
E: c.h.beckett@lse.ac.ukTwitter: @charliebeckett
Blog: www.blogs.lse.ac.uk/polis
What are the three things you needed to know this morning and
where would go to find out?
Networked News
• On demand – instantly, all the time – the consumer controls
• Interactive and participatory• Choice of non-traditional media
providers as well as mainstream media
How news is now networked
• Newsgathering – social media is a routine integrated source for material and information for journalists
• Publication – social media is now a vital route to distribute content through sharing
• Sources direct – social media is now a place where the public can get information direct from government, companies or other organisations
How did we get from this…
…to this?
Power to the people?
Social Media Tells The Story
Social Media Tells The Story
Social Media Tells The Story
Social Media Tells The Story
Media is a battleground
Social + Mainstream = Impact
Social + Mainstream = Impact
Social + Mainstream = Impact
Social + Mainstream = Impact
Social + Mainstream = Impact
The effect on public opinion & policy
The effect on public opinion & policy
The effect on public opinion & policy
• News cycle much faster – stories framed instantly and agenda shaped more quickly
• Verification – people want filters but foster fakes
• Multiple news – people seek trusted sources in the face of over-abundance of information including peer referrals
• Personalised – people want to chose news to suit them: bubbles, solidarity, identity
The effect on public opinion & policy
• Organisations need to establish their voice• Transparency is the online currency of trust• Interactivity is key to engagement• Be on all the platforms, all the time• Be strategic about who you want to influence
(niche, mass, switchers, nodes)• Be strategic about why you want to influence (behaviour change, opinion forming, media
space)
Future Vision of Media
• Period of consolidation• Deepening of structural change Other big issues: Ownership Big Data Surveillance and privacy
Strategic Communication and the Influence of the Media on Public Opinion
NATO Defense CollegeSeptember 2014
Prof Charlie BeckettDirector, Polis, LSE
E: c.h.beckett@lse.ac.ukTwitter: @charliebeckett
Blog: www.blogs.lse.ac.uk/polis
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