Convergence
Newsletter
From
Newsplex at the University of South Carolina
Vol. IV
No. 8 (March 7, 2007)
Commenting
on Convergence
By Melissa
McGill, editor of The Convergence Newsletter
I know
that parents shouldn’t have a favorite child. But I hope that adage does not apply to editors because I
LOVE this issue.
First,
Karen Mallia presents her research on advertising and religion. As a student in the Integrated
Communications concentration at USC, I’m personally interested in the role
convergence plays in new multimedia campaigns such as the Pirelli one discussed
in this article (the Web film is especially interesting…be sure to check that
out). Next, Kim Zarkin, BEA 2007
Convention Chair, contributes a preview of this year’s Broadcast Education
Association convention in Las Vegas whose theme is Media 101: Creating the
Future by Understanding the Past. John
Burke of the World Editors Forum gives us a sneak peek at “Trends in Newsrooms
2007” being published this month. This report addresses the effects new media
has on newsrooms internationally, how newsrooms are adapting and suggestions
for newsrooms beginning to converge.
This
issue also features thoughts by two subscribers to The Convergence
Newsletter.
George Daniels shares an “un-convergence” discussion and surprising reactions
in the classroom. Also, Douglas Perret Starr sent us his opinions on writing
for the eye and the ear. The
newsletter is a forum for debate of issues in media convergence, and your voice
is important. Whether you agree or disagree, share your thoughts on this
article and convergence in general with me by emailing convergence-editor@mailbox.sc.edu.
In
addition, the deadline for submitting entries for Knight-Batten Awards for
Innovations in Journalism is approaching.
Links to the contest’s guidelines, application and last year’s winners
are included.
This
issue covers almost everything… research, sex, religion, Las Vegas, convergence
in professional newsrooms, the beginnings of a debate and the chance to win
awards and money. This is pretty eye-catching material for an ordinary day in
March – it’s like the Mardi Gras of convergence. Stop by Augie Grant’s office for some
Convergence Candy to celebrate this occasion.
Last month’s
issue encountered some technical problems so if you did not receive the
February issue (including articles entitled The Next Generation of Convergence:
New Media, RedEye finds Young Adults, Success in the Windy City, and Lost in
MySpace: The Negative News about Social Networking
Sites like MySpace, Friendster and Facebook in Mainstream Media), you
can view it here
View past
newsletters at http://www.jour.sc.edu/news/convergence/.
Melissa
McGill is working toward a Master of Mass Communications at the University of
South Carolina. Contact her at convergence-editor@mailbox.sc.edu.
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Feature
Articles
Is
Religion the New Sex?
BEA 2007
Preview
Trends in
Newsrooms 2007
Reflections
on an “un-convergence” classroom discussion
A Thought
on Convergence
Knight-Batten Awards for Innovations in Journalism 2007
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Conference
Information
Leadership
for Online Editors
Interactive
Community News: Online and Print
ASNE 2.0:
New Frontiers for Journalism, the First Amendment and Technology
AEJMC
Call for Papers
BEA 2007:
Media 101: Creating the Future by Understanding the Past
Expanding
the Definition of Convergence and Integration
Creating
Communication: Content, Control and Critique
Info
Services Expo 2007
Native
American Journalists Association
National
Association of Hispanic Journalists Convention
Convergence
and Society: Media Ownership, Control, and Consolidation Call for Papers
Asian
American Journalists Association
Online
Fundamentals for Newsroom Leaders
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
---------------Feature
Articles
Is
Religion the New Sex?
By Karen
Mallia, assistant professor, University of South Carolina
Advertising
has always been dependent upon “cutting through the clutter” and “disruption”
in order to persuade.
Sex—both as an advertising appeal and as an executional
device—has long been used to achieve that breakthrough. But the newest research suggests that
sex is losing its attention-getting ability. In addition, getting attention has become more and more
difficult for advertisers due to an exponential increase in clutter, the daily
number of advertising messages to which we are exposed— 4,000 messages a
day, according to Yankelovich’s most recent estimates. On top of that passive
resistance interfering with the communication of an advertiser’s message, there
is growing evidence of active resistance in various “anti-brand” movements
(Holt, 2002).
Enter
religion, one of the last great taboos. This research uncovers evidence that
religion and religious imagery used in advertising over the past few years are
commanding the kind of surprise and shock value that once was reserved for
sex. Britain’s Advertising Standards
Authority actually received more complaints about the use of religious imagery
in 2004 and 2005 than any other topic. Complaints about “acceptability” (taste
and decency) declined.
A review
of the seminal literature on sex appeals in advertising and the findings of some
of the most recent literature provided evidence of a shift from a traditional
understanding of sex as an appeal and tactic, to more recent work that
questions its attention-getting ability. Cumulatively, the literature review
suggests that sex and nudity don’t work as well as they used to, or in
the same way that they used
to—due to desensitization as well as an overall coarsening of
culture. In short, we’ve
seen it all.
If sex no
longer shocks, and advertisers need to shock to break through clutter, they are
certainly finding it in religion. Over the last decade, TV advertising in
particular has increasingly turned to religious imagery to cut through the
clutter and command an audience.
Through a media search, literature review, and qualitative analysis, the
study finds that the use of religious imagery is on the rise, and that the way
religious symbols are used is becoming more dramatic and controversial. Dozens of examples of advertising are
culled and catalogued—via theme, visual imagery, storyline, location,
character. Viewed chronologically, the conclusion is unmistakable: religious
imagery is being used in ways which become less reverent and more challenging,
less subtle and more overt, more daring of convention and taboo as we move
forward. Just to provide some
examples: The 1950’s gave us Doyle Dane Bernbach’s sweet “You don’t have to be
Jewish to love Levy’s” campaign; the 70’s, Hebrew National’s “We report to an
even higher authority.” In 1996
Benetton shocked the world with print ad featuring a priest and nun kissing. By 2004, we had a controversial spot
for Mr. Kipling’s Mince Pies with a live birth during a Nativity play, and a
morning-after pill advertisement with a headline reading, “Immaculate
Contraception” (both pulled in the UK).
PETA had several highly controversial religious references in their 2005
campaign, referencing Nazis, Christ on the cross, the Immaculate Conception,
and the Virgin Mary holding a dead chicken. Last year brought us “The Call,” a
new worldwide, multimedia campaign for Pirelli tires, kicked off with a dark,
foreboding ten-minute Web
film featuring John Malkovich as a priest and Naomi Campbell as the devil.
The
material highlighted raises issues that beg for quantification and further
analysis. These issues can be
framed from a variety of theoretical approaches in communication and persuasion
studies, as well as from a sociological or cultural studies perspective.
Karen
Mallia presented this research at USC’s Convergence and Society: Ethics,
Religion and New Media held October 19- 21, 2006. Contact Karen for a copy of
the complete paper: kmallia@mailbox.sc.edu
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BEA 2007 Preview
By Kim
Zarkin. BEA 2007 Convention Chair and associate professor, Westminster College
(Editor’s
Note: Register for the BEA Convention by April
4, 2007)
The theme for BEA2007 is Media 101: Creating the Future by
Understanding the Past. So what does the past have to do with convergence? If
we fail to understand the lesson of the old media – how can we possibly
work towards creating the new?
Despite
this year’s look backwards, BEA is always forward-thinking. There are many
sessions and presentations that focus on understanding and creating the
converged world. Several presentations focus on the future of radio. For
example, a research presentation on Thursday will address the question of “Is Radio Dead in Today's Converged Curriculum?” On Friday, another scholar focuses on “College Radio and the Challenges of Convergence.”
Thursday
Journalism Values in a Multimedia World: Media convergence, interactive
media, mobile media and citizen journalism are components of the new media
universe. How do we prepare our students to be good with technology and good
storytellers?
Re-Discovering the Importance of "Local": How
Radio has Listened to Its Past to Find New Relevance for Its Future: In the age of the iPods and
convergence, local radio stations have re-discovered the importance of being
'live and local.'
Friday
Documentary on the Internet: Have We Been Here Before? This session explores the impact
of media convergence on the documentary genre and considers documentary
storytelling in an online environment.
Learning to Teach Convergence: Convergence is becoming a way of
life for members of the media. So what works and how we can get started in
teaching it to students.
Saturday
Convergence 101. How We Got to Where We're Going: This panel looks at
Media Convergence from perspectives including Policy, Marketing, Industry, and
Emerging Markets.
Convergent Projects for Student Media Groups: Panelists will
discuss the joys and pains of attempting to converge student media groups.
The 52nd Annual BEA Convention will be held April 18-21, 2007 in
Las Vegas.
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Trends
in Newsrooms 2007
By
John Burke, Editor of The Editors Weblog, World Editors Forum
Media
convergence is arguably more difficult for newspapers than for any other
medium. Having been a purely print medium for centuries, the newspaper industry
has suddenly had to adapt to producing Web sites, audio, video and numerous
multimedia features for the Internet. For those working in the industry, these
monumental changes have been often overwhelming, and many have trouble
accepting the need to adapt. But multimedia is not going to disappear, and
change is necessary.
Some
argue that multimedia will damage quality newspaper journalism as shorter
attention spans turn to audio and video instead of the 2,000 word investigative
piece. On the other hand, some argue that multimedia will only add to the
quality and depth of newspaper journalism.
The problem
is, the convergence trend is so new and without precedent that many newsrooms
are not sure where to start. To help newsrooms in transition, the World Editors
Forum launched the Editors Weblog to document and critique the changes taking
place. The Forum’s annual report, Trends in Newsrooms, is a compilation of the
best newspaper practices tracked by the Editors Weblog. With analysis and case
studies, the report presents a comprehensive view of the effects multimedia is
having on the world’s newspapers and each chapter makes suggestions for
newsrooms considering convergence.
Trends in
Newsrooms 2007 kicks off with the first annual survey of newspaper editors from
around the world organized by The World Editors Forum, Zogby and Reuters. 430 editors responded to
questions about how new media is affecting journalism and how their newsrooms
are adapting.
Integrate
your newsroom step by step: The first of seven chapters deals directly with the integrated
newsroom, advising a gradual approach to convergence. Continuous news desks and
Web-first publishing policies are investigated and some of the industry’s top
movers and shakers sound off on their opinions about joining print and online
newsrooms. The chapter ends with a debate between Financial Times Editor-in-Chief Lionel Barber and Independent News &
Media’s CEO, Ivan
Fallon, who
differ in their opinions on convergence.
Interact
with your readers:
Chapter 2 cites examples of various newspapers’ experiments in inviting readers
to take part in the news process and analyzes the evolution of the citizen
journalism movement. New York University journalism professor and PressThink blogger Jay Rosen writes the chapter’s conclusion,
introducing the concept and discussing the future of pro-am journalism.
Cooperate
with your competitors:
Cooperation, newspapers with newspapers and newspapers with outside firms that
provide audio, video and Internet technology, is the subject of Chapter 3. The
affects of the world’s largest search engines, Google and Yahoo are studied and the copyright
dilemma that their news aggregators have caused is dissected. A case study of GPD, a Dutch newspaper cooperative,
is examined to show newsrooms the benefits of combining their strengths.
Become
a portal for your region: On the World Wide Web, one of the most prevalent news trends is
local, backed by the success that newspaper Web site guru Rob Curley has had with his own
‘indispensable’ projects and the American Press Institute’s Newspaper Next findings. Other examples from
newspapers around the world support the trend. But newspapers need to act fast:
local Web-based startups are blossoming to fill the niche. A study of the
Austrian daily, Vorarlberger Nachrichten, one of the world’s most successful local papers,
concludes Chapter 4.
Create
a multi-newspaper newsroom: Changing reader habits brought about by the multimedia age have also
affected the print product. Readers are more visual, causing newspapers to
redesign their pages, adding more photos and infographics, to make them more
attractive. Free papers have perfected the art of short articles for commuters,
their success prompting many traditional publishers to launch their own
freesheets. Some newsrooms, such as Germany’s Die Welt, the subject of Chapter 5’s case
study, have created diverse print products produced in the same newsroom.
Reach
young readers through social media: Contrary to popular belief, young people do care about
news; they just consume it and use it in different manners. Social media,
extremely popular among youth, are revolutionizing news online. Traditional
media are taking notice and beginning to integrate social media into their
everyday functions. In the conclusion of Chapter 6, the founders of the social
news sites digg
and NewsTrust
and digital editor at Telegraph Media, debate the advantages and disadvantages of social news
sites for traditional media.
Provide
tools for personalization: News consumers now expect the news they want, when they want it on
their preferred medium, be it print, mobile, PC tablet, etc., making it
necessary for newspapers to converge in order to distribute their news on all
media. The consequences of new forms of distribution means new forms of
advertising and subscriptions are emerging. The Belgian paper De Tijd closes Chapter 7 with an analysis
of its own trial with e-paper, a developing technology that could someday be
the norm.
Trends in Newsrooms will be published in March 2007 and will be
available in PDF and hard copy. Please visit www.trends-in-newsrooms.org.
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Reflections
on an “un-convergence” classroom discussion
By
George L. Daniels, assistant professor, University of Alabama
News last
month that KSL Television and KSL-Radio would
discontinue their news-sharing relationship with the Deseret Morning News came, I thought, at a perfect
time.
The story in The Salt Lake
Tribune of the
“separation” (but not divorce) of these units, which are all owned by the
Church of Jesus Christ of Latter Day Saints (LDS Church), broke as I was
preparing for the media convergence unit of my graduate-level media management
course.
I showed
students the Web
log posting I made in October 2005 about the KSL-Deseret Morning News
relationship, and then the February
20, 2007 article.
What I
had hoped was that as we discussed Mike Wirth’s chapter on the “Issues in
Convergence” chapter from Albarran et al’s Handbook of Media Management and
Economics, the
current issues in Utah would enliven our exchange.
And, boy
was it lively!
Keep in
mind—this course in Media Management and Operations is part of the
University of Alabama’s Knight Fellows in
Community Journalism Program, which is based at The Anniston Star, known now as “The Teaching
Newspaper.”
All
except one of the five graduate students have a newspaper background and they
couldn’t wait to explain their arguments against convergence.
We’ve all
heard them before—
* The TV
guys just want to take all of the newspaper reporter’s hard work
* TV
reporting means newspaper reporters have to dress up
* TV
reporters don’t have substance in their stories
* Why
should newspapers give away their franchise?
The
discussion even went into issues of the consequences of a small number of
organizations controlling all the information in a community.
One of
the students this semester recalled as an undergraduate watching the
“Tomorrow’s News” convergence video, which was produced several years ago by
IFRA on the occasion of the opening of Newsplex
at the University of South Carolina.
Her
adjective to describe the video, which I’ve shown in some of my own classes,
was “scary.” She thought the idea
of one centralized news desk controlling content for newspaper, television, Web
and cell phone to be an example of too much power in one news operation’s
hands.
The
difference between this classroom discussion and dozens of others I have held
over the last three or four years was that I was not INTRODUCING the idea of
converged partnerships. Often in
my undergraduate courses, students don’t have a background or picture of
partnerships like KSL-TV/KSL-Radio/Morning News. In fact, I’ve brought in interview clips with newsroom
managers to show them how convergence partnerships work.
No such
videos were needed in my graduate course this semester.
These
students had their own war stories to tell. Most of them had worked at newspapers with broadcast
partners. Some of them had been
called on by their editors to appear on TV to answer “three questions” about
their newspaper stories. One of
the students had an exclusive story that he was encouraged to share with a TV
partner.
As a
former local TV news producer, I was the lone electronic journalist reminding
my students of the “benefits” of convergence – at least in the minds of
those who championed it in recent years.
I call
this “un-convergence” classroom discussion in February 2007 a watershed moment
in my own convergence teaching because for the first time, I had reached a
point where students were coming into our classroom having done convergence
reporting.
They were
better equipped to engage on the issue and say why convergence does or does not
work.
The
“un-converging” of KSL and the Morning News is certainly not the first time
converged partners have decided to go their separate ways. Some may remember a few years ago
when Central Florida News 13 and The Orlando Sentinel discontinued their
partnership. Of course one difference
is that the same company did not own these Florida units.
Regardless
of what happens as KSL-TV and KSL-Radio work through their differences with the
Morning News, the events in the Beehive State may have been a starting point
for a more “mature” discussion in our classrooms about convergence
partnerships, especially in graduate level instruction.
George
Daniels is an assistant professor
of journalism at The University of Alabama in Tuscaloosa. He can be reached at gdaniels@ua.edu
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
A Thought on Convergence
By
Douglas Perret Starr, professor, Texas A&M University
(Editor’s
note: Starr also contributed an
article to The Convergence Newsletter in January 2006.)
In converged newsrooms, reporters are required to write for the
World Wide Web and the newspaper (both are print media, and the writing is practically
the same) and to write for broadcast (radio and television, and the writing
differs from print writing).
Reporters complain about the additional duties for two reasons: 1.
they do additional work for the same pay; and 2. they know how to write for the
medium they were hired for (print or broadcast) but not the other (broadcast or
print).
The second reason is what bothers me. Why don't they know how to
write for both the eye (print) and the ear (broadcast)?
I have taught basic and advanced news reporting and writing for 31
years, first at the University of North Texas and now at Texas A&M University.
In my courses, I teach students how to write for print media (newspapers and
World Wide Web; the writing is the same for both) and for broadcast (radio and
television; the writing is the same for both).
Can it be that other departments of Journalism or Communication or
whatever do not teach both types? If so, why not? It's just another way of
publishing news. Even Public Relations majors need to know how to write in the
different styles because they always have had to produce copy written in the
manner required by the news medium.
Writing for print is writing for the eye. Readers can read the
piece as many times as they need/wish. The writing is standard, obeying the
rules of grammar, syntax, punctuation, etc. In newspapers and on the World Wide
Web, there is no limit on length of the story.
Writing for broadcast is writing for the ear. Listeners must
understand the story immediately because there is no re-listening. Thus clarity
in writing and in delivery is essential. Since time is of the essence, the great
majority of broadcast news stories are less than 60 words long. In television,
the stories may seem longer, but that's because of the video.
Print reporters say they don't know how to write for the ear;
broadcast reporters say they don't know how to write for the eye.
The difference lies in writing for the eye and in writing for the
ear. Some basic rules for each:
News writing for print, for the eye - The lead tells the whole
story, providing the Who and the Did What or the Said What and the Why. From there,
details are presented in descending order of importance until information runs
out.
There is no restriction as to where attribution or titles are
placed. Synonyms are permitted, though they wreak havoc with understandability.
News writing for broadcast, for the ear - The first sentence
captures the essence of the story. No details. The second sentence enlarges on the
first, providing some details. The third sentence provides the remaining
details. That's all. Three sentences, 60 words. The whole story.
But broadcast writing has restrictions. All attribution goes
before the statement; all titles go before the name; all apposition goes before
the name. For clarity, synonyms are forbidden. Quotation marks are useless.
Students whose department is not teaching them broadcast
news-writing should enroll in the Department of Agricultural Leadership,
Education, and Communications at Texas A&M University. We give students the
full load.
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Knight-Batten
Awards for Innovations in Journalism
Deadline June 13, 2007
The
Knight-Batten Awards for Innovations in Journalism reward innovative ideas,
large and small. Entries can consist of multimedia advances, new participatory
journalism ideas or novel ways to engage audiences in important issues.
"Big-J" and "Small-J"
ideas encouraged. Grand Prize is $10,000; $6,000 in Special Distinction and
Wild Card Awards.
Find out
about the Award: http://www.j-lab.org/batten.shtml
View the
contest’s guidelines: http://www.j-lab.org/guidelines.shtml
Download
the application: http://www.j-lab.org/application.shtml
See last
year’s winners: http://www.j-lab.org/ba06finalists.shtml
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---------------Conferences
Leadership
for Online Editors
Poynter
May 29,
2007 – June 1, 2007
Deadline:
March 28, 2007
http://www.poynter.org/seminar/seminar_view.asp?int_seminarID=4206
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Interactive
Community News: Online and Print
American
Press Institute
March 19
– 21, 2007, Reston, VA
http://www.americanpressinstitute.org/07/Interactive/
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ASNE 2.0:
New Frontiers for Journalism, the First Amendment and Technology
American
Society of Newspaper Editors
March
27-30, 2007, Washington, DC
http://www.asne.org/index.cfm?id=6404
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AEJMC
Call for Papers
Washington,
DC, August 9 – 12, 2007
Paper Deadline:
April 1, 2007
http://www.aejmc.org/07convention/index.php
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BEA
Media
101: Creating the Future by Understanding the Past
April
18-21, 2007, Las Vegas
http://www.beaweb.org/bea2007/index.html
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Texas
Tech University
Expanding
the Definition of Convergence and Integration
April 19
& 20, 2007
Lubbock,
Texas
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
57th Annual Conference of the International Communication
Association
Creating
Communication: Content, Control and Critique
San Francisco, CA, May 24-28, 2007
http://www.icahdq.org/conferences/index.asp
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60th
World Newspaper Congress/ 14th World Editors Forum
Info Services
Expo 2007
June 3-6,
2007, Cape Town, South Africa
http://www.capetown2007.co.za/home.php
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Native
American Journalists Association
We Talk,
You Listen: A Tribute to Vine Deloria
Denver, Colorado,
June 8 – 10, 2007
http://www.naja.com/programs/convention/
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National Association
of Hispanic Journalists Convention
June 13
– 16, 2007, San Jose, California
http://www.nahj.org/events/2007/convention/SanJose.shtml
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Convergence
and Society: Media Ownership, Control, and Consolidation Call for Papers
University
of South Carolina October 11-13, 2007
Submission
deadline (postmark) is June 15, 2007.
http://newsplex.sc.edu/newsplex07/newsplex_cforpapers.html
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Asian
American Journalists Association
Miami,
FL, August 1 – 4, 2007
http://www.aaja.org/programs/convention2007/
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Online
Fundamentals for Newsroom Leaders
Poynter
October
30, 2007 – November 1, 2007
Deadline:
August 27, 2007
http://www.poynter.org/seminar/seminar_view.asp?int_seminarID=4269
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---------------Publisher
and Editorial Staff
The
Convergence Newsletter is free and published by The College of Mass Communications and
Information Studies at the University of South Carolina.
Executive
Editor
Augie
Grant, Ph.D.
Editor
Melissa McGill
convergence-news@mailbox.sc.edu
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
---------------Copyright
and Redistribution
The
Convergence Newsletter is Copyright © 2007 by the University of South Carolina, College of
Mass Communications and Information Studies. All rights reserved.
This
newsletter may be redistributed in any form - print or electronic - without
edits or deletion of any content.
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+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
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