Changing media landscape and the blogosphere

Today, in the digital age, technology is constantly changing and is affecting the way individual’s view and use media. This is occurring because of the process of globalisation, which Thomson states ‘refers to the growing interconnectedness of different parts of the world, a process which gives rise to complex forms of interaction and interdependency’, (cited in Rantanen, 2005). These complex forms of interaction and interdependency, along with the rapid development of digital technology means the media landscape is changing. People are no longer relying on traditional media, as they are turning to online sources to access information and to become involved in conversations around the world. One such online source is blogs, which are becoming more and more popular everyday and can be argued, are a new version of the public sphere.

Movius claims ‘the source of most global informational flows is mass media. Traditionally this entails a flow of information in a single direction, a dispersion from one to many,’ (2010). Mass media is distributed to a large audience and often takes the form of television, radio and print media, in particular, newspapers. 

Source: Dreamstime

Messages distributed through the mass media are generic, as they have to appeal to a broad range of people. However, because of globalisation and the increased amount and availability of digital technologies, audiences now have more control over what content they view, and how they view it. These technologies also mean that people are able to create their own content for anyone to view online. This means the flow of information is no longer in a single direction like the flows involved with mass media, as many people are able to be involved in the publishing process online and can participate in discussions. The dispersion is now many to many, rather than one to many. As Herbert says ‘everyone is a journalist in the digital age!’ (2000).

According to Singer (2007), in the past seven years, citizen journalists – ordinary people who publish regularly online – has soared. ‘In the developed world, broadcast and print media go head to head with online and citizen journalists’, (Forbes, 2009). The new online world is having major negative implications for traditional media, as seen in the recent changes to The Age and Sydney Morning Herald. These two newspapers are not only changing in physical appearance (broadsheet to tabloid size) to appeal to a larger audience, but in departmental structure. Because newspaper sales are in decline, advertising dollars are also being impacted, which has affected the way these media companies are set up. Individuals moving to online sources has been the major catalyst for this change, which is only going to get more and more dramatic as time goes on and a larger portion of the world gets online.

Source: Online Marketing Trends

‘Millions of people are using the internet to express their ideas and opinions in a joyous – and raucous – celebration of free speech, facilitated by a medium that extends that freedom both within and among societies,’ (Singer, 2007). One such way people are expressing their views and opinions online is through the blogosphere. This is the space we are participating in right now, as I write this post, and you read it. It is made up of all the blogs in the world and is a place for people to put their thoughts into the public domain for anyone to see. It is also a forum for discussion to be raised. Just like all other forms of technology, the blogosphere is constantly changing, as more and more people get involved everyday. 

Source: DMA

Citizen journalists are one group of people using these forums to distribute information around the world with the click of a button. Although many people in the blogosphere write about their lives and personal hobbies, many are using this channel to distribute news, with the most popular tag on WordPress being exactly that, ‘news’. Wischnowski believes that ‘as a growing volume of investigative reporting emerges from the blogosphere, many bloggers are currently assuming the role of “watchdogs” of both traditional media and nonmedia institutions,’ (2009). People are taking advantage of this platform to engage in free speech and ensure that people can access information that they may not have access to through traditional media, like newspapers.

Source: Texas Watchdog

While newspapers used to be considered a form of the public sphere, blogs are starting inhabit part of that space and can also be characterized as a type of public sphere. According to Habermas, the public sphere is ‘a realm of our social life in which something approaching public opinion can be formed. Access is guaranteed to all citizens.’ (1964, p.49). This idea is somewhat relevant to the blogosphere, as it creates a public space in which public opinion can be formed and discussed. However, because this realm of our social life is online, access to the blogosphere is not guaranteed to all citizens, which means it does not encompass all of Habermas’ ideas.

Source: Relations Internationales

This is because of the digital divide, which Ali describes as ‘the unequal distribution of information and communication technology across nations,’ (2011, p.188). This is of particular relevance to the Internet, which many people around the world do not have access to. Many third world countries do not have the infrastructure needed to provide Internet services to citizens. Individuals who are unable to use new digital technologies because they have not received the education needed to understand such complexities are also part of the digital divide. Because these individuals don’t have access to the internet, they are unable to create their own blog site, and cannot participate in forming public opinion or become involved in public discussion.

Source: ICTP Digital Divide Simulator

However, if you leave the digital divide out of it, the other characteristics of the blogosphere can be seen as a type of public sphere. It is free for anyone to use  and therefore access is guaranteed to all who have access to the technology needed to participate. It is also an area within our social life where we can discuss any subject we want and is becoming more popular every day. 

Source: blogOH!blog

Globalisation has assisted in the breakdown of barriers around the world and is one aspect that will assist in closing the gap in the digital divide. Norris believes ‘it is hoped that within a few years many of the existing barriers to access will be overcome with the combination of technological breakthroughs, market competition, and state initiatives,’ (Norris, 2001). If the gap in the digital divide can be closed, the blogosphere may be the future public sphere. 

References

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