The New Agenda Setting Paradigm in the Web: Cybermedia Towards News Social Filters

International Association for Media and Communication ResearchParís, 25 July, 2007

José Manuel Noguera Vivojmnoguera@gmail.com

August 2005 The Washington Post signed an agreement with David Sifry to use Technorati…

Media can not (and must not) forget this:

The Web every time is constantly an

increasingly user-generated social

space:

For the first time, social networks are the contents more used by people, more even porn content:

PornMySpace

Facebook

Sample in our case of study:

Towards which social filters do the mass media approach the most?

- Fifty newspapers

- From 22 countries (USA, Spain, England, France, Germany, Brazil, Mexico, Canada, Finland, Denmark, Chile, Colombia…)

- Collected from January to June 2007

- Based in a Jay Rosen´s list (“The Best Blogging Newspapers”) and the rest at random

- Each day, the most important article (lead article) was selected for analysis

1º Tagging online (Del.icio.us)2º Social Filters (Digg)3º Personalized Web Services (MyYahoo)4º Track the Buzz and Issues (Technorati)

Results:

Media use social tools for…

- Helping users to tag, save and store- Promoting content among users

- Offering content in a “friendly” way (Netvibes)- Tracking the buzz generated

Media do not use social tools for…

- Involving content in new journalistic projects

- If Media hold a real desire to approximate to the social filters, the civil participation will have more weight than never in the configuration of Agenda Setting

Small ideas…

- Media are more focused on how to place their content in other communities (“spaces” or “places”) than how to obtain valuable answers from them

- Is the way opened a gesture with more symbolism than conviction?

- And on the other hand, placing and to promoting journalistic contents among social filters, can be considered a way to get valuable feedback from the audience? We need projects in this sense

Thanks for your attentionJM Noguerajmnoguera@gmail.com