Traditional media and the new media audience

There are many challenges ahead for producers, consumers and regulators of Australian media. Perhaps the biggest challenge is to understand that, along with new media, we now have a new media audience - an increasingly different social formation, often eluding efforts to contain its actions within profitable corporate pathways.

How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997-2011

Introduction and Aims The aim of this study was to determine changes in advertising expenditures across eight media channels for the four main alcohol beverage types and alcohol retailers in Australia. Design and Methods Yearly advertising expenditures between January 1997 and December 2011 obtained from a leading media-monitoring company. Media channels assessed were: free-to-air television, newspapers, magazines, radio, outdoors (billboards), cinema, direct mail (from 2005) and online (from 2008). Data were categorised into alcohol retailers (e.g. supermarkets, off-licences) or four alcoholic beverage types (beer, wine, spirits, premixed spirits/cider). Regression analyses examined associations between year and expenditure. Results Total alcohol advertising expenditure peaked in 2007, then declined to 2011 (P = 0.02). Television advertising expenditure declined between 2000 and 2011 (P < 0.001), while outdoor advertising expenditure increased between 1997 and 2007. Alcohol retailers' advertising expenditure increased over time (P < 0.001), and from the mid-2000s exceeded expenditure for any single beverage category. For both beer and spirits, television advertising expenditure declined over time (beer: P < 0.001; spirits: P < 0.001) while outdoor advertising expenditure increased (beer: P < 0.001; spirits: P = 0.02). However, the number of advertised beer (P < 0.001), spirits (P < 0.001) and wine (P = 0.01) products increased over time. Discussion and Conclusions Retailers are playing an increasing role in advertising alcohol. As our study excluded non-traditional advertising media (e.g. sponsorships, in-store) we cannot determine whether declines in television advertising have been offset by increases in advertising in newer media channels. However, our findings that media channels used for alcohol advertising have changed over time highlights the need for adequate controls on alcohol advertising in all media channels.

What is a presentational media regime? The contemporary breakdown in systems of representation

Foundational to both the operation and legitimation of our traditional media is the idea of representation: in some sense the images of television, the sounds of radio, the narratives of film, and the various public personalities stand in or in place of ourselves. Likewise our contemporary political system function as an elaborate representational system, where regions, "seats", electorates, the nation, and the nationstate are represented by individuals, parties and symbols. Although, there are differences between and among modern nation-states as clearly different political and cultural agendas are at play, the interplay of contemporary media, culture and politics has produced what can be called a 'representational regime' that more or less operates globally, albeit fragmented into national and regional groupings.

This paper explores the initial stages in the breakdown of this system of representation that has allowed a certain organization of culture and politics to expand and develop over the last two centuries. It acknowledges that central to this regime is something Nick Couldry has identified as "the myth of the mediated centre" (Couldry, 2003). What the paper argues, and therefore differs from Couldry's conclusion, is that there are cracks in the glue that holds the system together and they are emerging in the uses of new media. Through an exploration of presentational media - that is, media that is more involved with the presentation of the self for public/private and networked consumption than traditional media's effort to embody their audience in its narratives - the paper reaches for conclusions that identify a more elaborate legitimation crisis looming in our political and cultural worlds.

The digital pillory: media shaming of 'ordinary' people for minor crimes

This paper discusses the intensified role of the media in shaming ‘ordinary' people when they commit minor offences. We argue that shaming is a powerful cultural practice assumed by the news media in western societies after it was all but phased out as a formal punishment imposed by the judiciary during the early nineteenth century. While shaming is no longer a physically brutal practice, we reconceptualize the idea of a ‘lasting mark of shame' at the hands of the media in the digital age. We argue that this form of shaming should be considered through a lens of media power to highlight its symbolic and disciplinary dimensions. We also discuss the role new and traditional media forms play in shaming alongside formal punishments imposed by the judiciary. While ‘ordinary' people armed with digital tools increase the degree of disciplinary surveillance in wider social space, traditional news media continue to play a particularly powerful role in shaming because of their symbolic power to contextualize information generated in social and new media circles and their privileged position to other fields of power.

In the tracks of Blinky Bill : How Sam the koala led news journalists into an Australian literary tradition

The world was captivated when footage of a badly burnt koala taking water from a Victorian Country Fire Authority volunteer was taken with a mobile phone and broadcast to the world on YouTube in February 2009. When the story of ‘Sam the Koala’ was subsequently adopted by traditional broadcast and print media, recombinant themes were used to construct her story – from heroism, patriotism, villain v victim - even romance was incorporated to entertain and create audience appeal. This paper explores how ‘Sam the Koala’ became a defining news story in the coverage of Victoria’s Black Saturday bushfires and examines the power of narrative when cross pollination occurs between new and traditional media in the production of news. It is argued that Sam’s story is evidence of journalists adopting new approaches to storytelling in a bid to retain their legitimacy as the authoritative voice of news and information in an increasingly technologically driven society.

Blockbusters for the youtube generation : a new product of convergence culture

While scholars have paid much attention to YouTube in a Web 2.0 environment, the YouTube blockbuster is yet to be discussed as part of this convergence culture. It differs from transmedia storytelling in that no single company owns or controls the characters or concepts. Once users have elevated videos with rich narrative qualities to the heights of fame within YouTube and other virtual social networks, they are taken from the YouTube archive by global commercial media and given new exchange values in traditional media forms such as books, films, television shows and ancillary products, using fragmented classical narrative techniques to do so. This paper traces the history of the blockbuster as a way of large commercial media adapting to social and technological change after World War II, to its refinements in the 1970s to cater for younger audiences and changes in the media landscape, to its most recent incarnation in YouTube. We argue that the economic and cultural values of the blockbuster are being transformed and refigured by the new form it has begun to take within convergence culture.

Closed vs open corporate social networking communities : a case study of the Victoria Police and Dairy Australia.

The availability of affordable, user-friendly audio-visual equipment, software and the Internet, allows anyone to become a content creator or media outlet. This exploratory case study examines the adoption of social networking by Victoria Police and Diary Australia, a non-media and non-profit organization respectively, in corporate communication, public infmmation and community relations. The paper initiates discussions on the implications for traditional media and audiences of this phenomenon. It content analyzed the two websites during a two-week period and conducted interviews with their moderators about the sites' content, functions and efficacy. The purpose, role and community acceptance of these sites are examined, along with organizational motivations for establishing these channels to reach audiences, bypassing traditional media's gatekeeping function. It highlights how these organizations may set both media and public agendas when traditional media use this web content in their news gathering and reporting, similar to using press releases in the past.

Youth and the communication of Risk: developing connections between cancer council Australia and contemporary online youth culture

Through two focus groups, the project investigated how youth culture perceives online communication of risk. In two 90-minute sessions, investigators gaged the range of online activities that nine 18 - 24 year old university students engaged with. Through a guided discussion the participants explored how they would relate to the communication of health risk more generally and cancer risk more specifically.
Participants’ online activity is very high and a range of social media forms are part of their everyday lives. In contrast, their use of traditional media is almost non-existent. Their relationship to accessing and being aware of health information demonstrated a range of views that pointed to quite new and different relationships to health and health professionals. To intersect with their online movements in the communication of health risk demands a sophisticated knowledge of their own searching patterns.
Key ideas generated from the focus groups include: that it might be advantageous to group health risk beyond the specificity of cancer for online success; that an online persona would be useful to provide a face for the communication of risk; that a multi-platform campaign to raise the profile of a persona would be useful; and that success means moving between the serious and the light-hearted in a way that makes the persona a complete person of interest for them.

The rhetoric of ‘community’ : ABC local radio's coverage of the 2009 Victorian bushfires

This article joins recent debates in media and communication studies concerning audience participation in news journalism. Specifically, we investigate the impact of an increasing reliance on audience-generated content on newsroom practice in traditional media organisations. We do this by recounting and analysing the experiences of journalists involved in ABC Radio's coverage of the dramatic Victorian bushfires of early 2009, which relied heavily in listener contributions and was closely integrated with the ABC's online coverage. Interviews with two staff at ABC Gippsland, and the ABC's Manager of Emergency Broadcasting provide the basis for a case study of the kinds of tensions that media workers routinely confront within an organisation like the ABC. The interviews suggest that in negotiating the possibility of increased audience participation, journalists and their managers are thinking about much more that the rhetorics of democracy and the validity of news values: their focus is also on a complex structure, the need for skill (re)development and the precise mechanics of creating and maintaining productive relationships with local communities. The significance of the research lies in its attempt to bring together a number of related factors: the increasingly active role of audiences in generating and supplying news content; the impact of digital communications technologies on news production practices; and the ABC's ongoing development of its now contested role as an 'emergency broadcaster'.

Book review : Newsgames: journalism at play

Book review of Bogost et al's Newsgames: Journalism at play, which explores the potential to harness a new medium for journalism to provide a richer experience than that offered by traditional media, including web publication.

Young adults and politics: investigating factors influencing voter decision making

Many parallels have been drawn between politics and marketing; however, the application of consumer behavior decision making to voter decision making is still an important research focus. Results from general elections around the world show that the turnout among young adults tends to be lower than in the general electorate, suggesting low interest and involvement in politics. This qualitative study investigated low-involvement decision making of young adult voters in Australia. Data were compiled from semistructured face-to-face interviews conducted with 29 young adults to explore their views, and NVivo software was used to assist with thematic analysis. Findings suggest that with low-involvement voter decision making, perceived knowledge and passive information seeking are important factors. Exposure to the media also plays an important role, and young voters rely more on traditional media such as newspapers and television than on social media for current political information.

Internet content regulation, public drug websites and the growth in hidden Internet services

Governments have traditionally censored drug-related information, both in traditional media and, in recent years, in online media. We explore Internet content regulation from a drug-policy perspective by describing the likely impacts of censoring drug websites and the parallel growth in hidden Internet services. Australia proposes a compulsory Internet filtering regime that would block websites that ‘depict, express or otherwise deal with matters of… drug misuse or addiction’ and/or ‘promote, incite or instruct in matters of crime’. In this article, we present findings from a mixed-methods study of online drug discussion. Our research found that websites dealing with drugs, that would likely be blocked by the filter, in fact contributed positively to harm reduction. Such sites helped people access more comprehensive and relevant information than was available elsewhere. Blocking these websites would likely drive drug discussion underground at a time when corporate-controlled ‘walled gardens’ (e.g. Facebook) and proprietary operating systems on mobile devices may also limit open drug discussion. At the same time, hidden Internet services, such as Silk Road, have emerged that are not affected by Internet filtering. The inability for any government to regulate Tor websites and the crypto-currency Bitcoin poses a unique challenge to drug prohibition policies.
Read More: http://informahealthcare.com/doi/full/10.3109/09687637.2012.745828