class 13 fall 2016 slides
TRANSCRIPT
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JOURNALISM ETHICS & ISSUESCLASS #13 | JRNL 4650 | FALL 2016
• Instructor: Bill Mitchell • bmitch (at) gmail (dot) com• 727-641-9407• 20 October 2016 | Northeastern Univ.
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WHAT WE’LL DO TODAY • Journalism Ethics on Social Media by Ben
• Your Personal Ethics Guidelines
• Review of Foreman’s Chapter 11: The Business of Producing Journalism
• Ethical issues in the Presidential Campaign
• Assignments for Class with Dan Kennedy Tues Oct. 25
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YOUR ETHICS GUIDELINES
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• Ethics code as process: Georgie
• Following a code enroute to justifying your decision: Ali
• Considering a context that includes audience: Tessa
• Accuracy as gateway to truth, trust & respect: Olivia
• 3 tests -- front page, mom, God-as-my-witness: Marie
• Be fearless: Zafirah
• Be patient: Anita
• Ongoing conversation w/ sources, readers, colleagues: Elise
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FOREMAN CHAPTER 11: THE BUSINESS OF PRODUCING JOURNALISM
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• Comparing the news business with other businesses
• News: $63-$65 billion
• Video games: $93 billion
• Google: $75 billion
• Starbucks: $15 billion
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THE MEDIA LANDSCAPE:WHERE PEOPLE GO FOR NEWS
7Source: Pew Research Center
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THE MEDIA LANDSCAPE:
WHERE PEOPLE GO FOR NEWS,
CONT.
8Source: Pew Research Center
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DECLINE OF NEWSPAPER AD REVENUE
9Source: Gigaom.com
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GROWTH OF DIGITAL AD REVENUE, BUT…
10Source: Gigaom.com
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EMERGING FORMS OF DIGITAL ADVERTISING:EARNED, PAID AND OWNED
11Source: Gigaom.com
• Earned Media: Word of mouth, media coverage of a worthy product, etc.
• Paid Media: Advertising that resides on a news organization’s site, includes traditional banner ads as well as native advertising; sometimes used to drive traffic to a brand’s Owned Media
• Owned Media: Advertising that resides on the brand’s own site
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EMERGING FORMS OF DIGITAL ADVERTISING
12Source: Gigaom.com
• Sponsored content: Advertising that appears on a news organization’s site in a form that…
• Looks more like news than advertising, but hopefully
• is clearly marked as sponsored
• is not produced by the regular news staff
• actually provides useful, engaging information as opposed to simple promotion of a product
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EMERGING FORMS OF DIGITAL ADVERTISING
13Source: Gigaom.com
• Native advertising: Advertising that appears on a news organization’s site in a form that…
• Looks more like news than advertising, but hopefully
• is clearly marked as advertising or paid content
• actually provides useful, engaging information as opposed to simple promotion of a product
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EMERGING FORMS OF DIGITAL ADVERTISING
14Source: Gigaom.com
• Content marketing: Advertising that often appears on a brand’s own site (so called owned media) and
• actually provides useful, engaging information as opposed to simple promotion of a product
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PROBLEMS WITH A CARELESS APPROACH TO SPONSORED CONTENT
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THE ATLANTIC’S APOLOGY
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IMPROVED APPROACH TO SPONSORED CONTENT
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ADVANTAGES OF NATIVE VS. TRADITIONAL ADS
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Source: businessinsider.com
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NATIVE ADVERTISING, IMPROVED
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EXAMPLE OF CONTENT MARKETING/ADVERTISING WELL DONE
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• By WP Brand Studio: The Washington Post’s in-house ad/marketing agency:
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ANALYSIS OF TRUTH OR DENIAL(LINKS TO FULL ARTICLE)
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CONTENT MARKETING: USEFUL, ENGAGING ON BEHALF OF BRANDS
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CAMPAIGN ISSUES
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CAMPAIGN ISSUES
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CAMPAIGN ISSUES: PUTTING PHOTOSHOP TO GOOD USE
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ASSIGNMENTS FOR TUESDAY OCT. 20• Read Dan Kennedy’s paper on Bezos ownership of Washington Post:
http://shorensteincenter.org/bezos-effect-washington-post/
• Read Jack Shafer’s look at newspapers’ decision to go digital: http://www.politico.com/magazine/story/2016/10/newspapers-digital-first-214363
• Read Steve Buttry’s rebuttal of Shafer: https://stevebuttry.wordpress.com/2016/10/18/the-newspaper-industrys-colossal-mistake-was-a-defensive-digital-strategy/
• Read Dan Kennedy’s Storify about the Shafer piece: https://storify.com/dankennedy_nu/print-versus-digital-special-2016-edition
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