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Journalists for years have been analysing information but they’ve kept it a secret where exactly they are getting this data from and we want to be in on the secret! (side-note. I am aware they do reference where it is from and no cats were injured in this post.)

As public’s, we have a curiosity and a greater need for making our own interpretation and opinions on the information we have presented in front of us.

We want it raw, in all its real beauty. Sometimes merely seeing the data is enough to cure that curiosity. KISS – keep it simple stupid.

For example PR week used infographics to explain ‘influencer marketing’. 

It is great when the work is all done for us, where journalists have already chosen the best and most juicy bits of information from data, but the time has come where we want more. (Of course there is data I’ll never be able to analyse, so yes I will leave that up to the professionals)

See below professionals job to analyse:

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BUT we ‘want an active role in determining its own meaning from the data’. We want to deconstruct and construct the data.

Never fear though journalists, you haven’t lost your role and or responsibility of investigative narrative journalism, we don’t want to kill the journalists job by doing it solo, we do still need the journalist to find or access this data to then present to us, we aren’t the ‘reciprocal participant in the journalistic process’.

Rather the data being there just enhances our understanding and meaning more. It is important that the journalist is able to tell a story through the data. According to an article on Forbes data story telling includes three important aspects: data, visuals and a narrative.


Feed us things these three aspects and it won’t only explain and engage us but it will also invite us to be enlightened.



Open Data in Journalism

The access to the open data in a country is becoming a crucial factor for the journalism and the social media is a huge source for data.

For example, the data from some social website should provide their data to the journalism or even normal user as they have the right to know it.

In the finest developed a new world everything is becoming clear in front of people.  People are extremely wanted to have the information that they should have. For example, they don’t have the concept about the message on Facebook, how the website keeps their security, how many messages were sent every year, it is interesting to know in order to track the development of Internet. This can also be useful to the students who study marketing or computer science. For example, in China, Sina Weibo had given its report to the public every year about the utilisation of the blog. Therefore, we are able to get the access to the information of how the internet is widely used what for what reason people are using it. I do think it’s a healthy way to publish this data. By doing this, the journalists are also able to have the idea about where and how they could arrange the news. Also, they can have the idea about the occupations and the age of people who get access to a media, and them news videos can be better performed by customers. Therefore, the open data in journalism is really important and those data should be publicised.

How to range webpage better by collecting feedback?

At the development of the digital media, people have more and more access to the news and other information.  They are even free to talk about their idea about the news by comments. And social media indeed find the feedback of the readers becoming more and more important. At the same time relating to the same news, different people in different countries have different ideas about it. Therefore, it is also really important to collect these feedback from people and analyse them. The paper introduced us Journalism 2.0, the new technology to analyse and making the news.

The research found out that the number of the comment related to the type of the news the pattern of the news and even the position of the news on the website. By using the new technique Journalism 2.0, most of the website make the full use of this principal. The minatory or important news will be put with the big title and in the centre of the website.  At the same time, they will choose the least concerned news at the bottom or in the corner.  By doing this they could attract as much audience as possible. At the same time, by analyzing the comments and feedback, the web page can figure out people’s attitude to the news. In order to let more people to participate in the news and activities, more work has to be done in the future years in collecting people’s feedback. The application of the new technology is a good idea for this.

The Time of Digital Media dives to Audience Fragmentation?

Due to the rapid growth of the Internet and other digital media, the life pattern of people changed dramatically. However, there are some problems due to the development of the digital media, people are able to found the same channel or program or information even they come from different parts of the world but some media of TV or internet becomes less useful for them compare to the local ones they indeed need. In this circumstance, audience fragmentation is generated.


Audience fragmentation can be found in any aspect, from TV to the internet. For example, Chinese New Year Gala, one of the most important TV show, attracts more than 80% of the people to watch it. However, this program can also be watched by other country’s customer, but the things may change as they have no idea about the Chinese language, Chinese culture and so on. The same thing happens to online shopping or advertisement when Asian food was popular sold in Asian countries, those other countries have much less demand for those products and less advertisement demand. Therefore, when the audience actually found the media but less information is needed as they are not useful nor interesting. This kind of situation will lead the audience to audience fragmentation.

The paper by James G. W et al gave a third approach by tracking TV and internet usage to understand where the audience fragmentation happened. However, the result shows that audience fragmentation has already become a serious problem in the digital media. Therefore, I think the media should be focused on the once that be concerned by local people more to reduce this audience fragmentation situation.


Since Youtube, various other platforms that have emerged have changed the way the market operates and the way organisations markets their products.

Instagram is a mix ‘between user-generated and commercially-produced content’. Starting off as a platform to edit photos to share with families and friends, organisations saw it as an opportunity to keep their audiences up to date with the most current trends and products in a cost efficient way.


With the edition of Instastories and Live Videos, brands are able to form those intimate relationships with consumers wherever they may be.

While brands have soaked up the opportunities and benefits that Instagram provides, specifically through the use of influencers who demonstrate ‘authenticity and realness’, the questions dooms whether the return on investment into influencers on the Instagram platform, really benefits the organisation? Are there better ways or better platforms for orgnisations to take advantage of?

AdWeek found that Instagram as a platform worked better for certain industries than others and for those specific industries, certain influencers can demand and successfully earn more money for their posts, for example models and fitness are the top two highest reached.

Organisations really have to understand what influencers would be the right for for their brand, and ensure that the level of engagement is worth the amount invested into these influencers. There is companies now that put the right influencer in touch with a brand (what is the world coming to).

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Maximillian Matthews wrote an interesting article about matching the right influencers to the right brands, and the kinds of content that yield real-life influence (consumer or otherwise). His article is a great reminder to sense-check the use of influencer against the objections of a social media strategy and question if they really they do help sell products.

Sure the infamous Steph Claire Smith may get 1000s of thousands of likes, but brands must question whether their target audience are responding to these posts, or is it just 1000s of creepy men double clicking a like?


*Week 7


Definition User-Generated Content: information submitted by members of the public or posted on social media

BREAKING NEWS – reported from John Smith, Manly

BREAKING NEWS – reported by Stacey Shaw, Armadale

BREAKING NEWS – reported from Benjamin Rodgers, Bondi


The media landscape is changing. Traditional media may no longer be first on scene and or first to discover the news. Now citizens are at the scene generating images and or updates on news, especially disasters, creating content as it happens. During the London bombing in 2005, it was citizens who helped locate the bombs.

Why is user-generated content becoming one of the most authentic news sources? Because it is in real-time, its one-to-many and then turns into a many-to-many allowing it to spread, be re-shared and used by any one of the public.

This creates blurred lines between the journalist and publics and so it is so important now that journalists engage in digital and operate by ‘digital first’. For those in communication, there isn’t a pinnacle skill level as we have come to learn this semester, that constantly history of the internet and digital are changing and it is up to us to keep up to date on advances being made.

So much UGC is out in the digital world, both content happening in the moment as well as content that is archived. Therefore journalists need a forensic approach, to be able to collate and distinguish which UGC content is reliable, authentic, useable and truthful. Applications such as ‘Twitter Stand’ are just one example of a system that ‘can gather and disseminate breaking news faster than conventional news media’.

UGC is growing at fast rate; being able to gather, analyse and utilise the unique content is a journalistic tool that is essential.

*This was week 8

Twitter Is My Source of News

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Nowadays it’s getting even more difficult to watch the news on television or read newspapers. Mostly because I don’t watch too much TV anymore and I perceive newspapers as not environmentally friendly. But at the same time, as a part of the millennial generation who often fears of missing out on the latest updates, I still need to read the news to know what is going on with the world around me. That is where social media comes in handy.

On social media, I am mostly active on Twitter and Reddit. Hence, I follow the necessary outlets as pictured above (please disregard the Nihilist Arby’s and The Onion for I have a dark sense of humour sometimes) on my Twitter account.

Twitter for me has come very handily in following news updates, especially if you follow the right media outlet, people with influence, or when some hashtags appear on the trending topic list. My behaviour, as explained by Weeks and Holbert, is among the advantages brought upon by social media in relaying the news. By using social media to consume the news, the users maintain much control of the information environment. Additionally, users can also participate by selecting which content to consume and sharing it with others.

This has also led to the rise of what is commonly known as ‘citizen journalism.’ Propelled by the rise of smartphones and tablets, citizen journalism can be described as news reporting by locals who happen to be on the scene of events. Some have taken citizen journalism as helping news outlets to create news stories, while others criticise citizen journalism because it is not a real journalism and may spread fake news/hoax. Twitter is especially useful for citizen journalism because a tweet can often spread fast and gain wide attention within hours. For more details about citizen journalism, you can read this article by Mashable.

TL;DR Thank you, Twitter for providing me news updates every day!

News under the ‘self-media’ era.

With arrival of the news media 3.0, China access into ‘we media’ period in 21 century.The rising of micro blog has launched a new revolution in media area which Changed the traditional communication model. Individuals maximize their participation in communication activities. It has provided the conditions for the development of citizen journalism.


Weibo as Chinese Twitter played an immprotant role in ‘we media’ era. Sina Weibo now has over 100m users, and is still growing fast. Weibo has become a crucial information source, especially for breaking news. Some unexpected incidents journalists are not able to arrive on the sence, but the people who have been there may report it on Weibo and record the crucial moment. If it reposted above 500 times, it will hit the Weibo headlines.


With leading the development of self-media era, weibo recipients are not only information receivers, but also turning into information producers and disseminators. ‘We media’ brings both the expression room for commoners and the huge economic benefits for network service providers come true. But what is worth our consideration is that also makes the relationship between public opinion and judicial becomes more and more subtle and complex.


The Future of Media Funding Lies Within Sponsored Content (Or Is It?)


Last week, I’ve mentioned a little bit about BuzzFeed Envy and how it generates revenues and sponsored contents. Of course, I did mention how BuzzFeed produce articles with little content and clickbait titles. While that is indeed true, you have to admit the one thing that BuzzFeed is doing right: Sponsored Content.

As we all know, online media nowadays have been struggling in trying to find their source of funding. In a paper by Krumsvik , she highlights that internet advertising has not fully taken over the market from traditional media’s advertising channels. Sure, internet advertising has surpassed newspaper’s advertising, but overall internet advertising market is still far behind traditional advertising channel.

Thus, some media seek alternative methods to fund their business. Some of them use the subscription methods, while others simply urge the audience to donate to their cause.


And then there’s BuzzFeed. With its sponsored content business model, BuzzFeed seems to be doing great, much better than its contemporaries. They offer different varieties of advertisement and partnership that will surely attract brands to advertise with them.

So, why does this model work? In a feature article from, the founder of BuzzFeed, Jonah Peretti, has given us the secret to his website’s success. It involves more than just clickbait titles or the shareable contents, as it’s all about the algorithm, the data-driven apparatus that uncovers the secret that makes people click on a link.

One question looms: is this the best model as a source of funding for online media?

I personally believe that this model does not work for everyone. I mean, can you imagine a media like New York Times doing a sponsored content like BuzzFeed has done so far? In the end, it depends on what kind of online media it aims to be. Since its inception, BuzzFeed has decided to be a website full of shareable contents and eventually capitalise it. Online media with credentials meant to be as news media will not be able to replicate BuzzFeed’s model because of the said credentials.

It surely is not easy for online media to survive with the current business model, but if they can come up with a different model, maybe partnering with traditional news media like Krumsvik suggested, I think they can survive for more years to come.



Different voice from self-journalism!

It is undeniable that online media is the mainstream in this generation. Although  traditional media still has a larger market share, while getting information from internet is becoming a habit for most people.

Traditional media always rely on government, especially in China. The content of newspaper must have been carefully examined prior to its publication. And in China, some popular social media sites such as Facebook and Twitter have been banned.To a certain extent, it makes a one-sided understanding of some international big events to Chinese. 

In recent years, we media or self-media are popular in China. Weibo and Wechat as the best platforms to self-funding journalism. There is a very famous blogger on Weibo named ‘billboard sister‘. She settled in London, the content of her blog can be divided into three parts – repost international news from foreign media(e.g. BBC), publish local social news,  share hot issues from foreign social media.

Entrepreneurship is “the creation and ownership of a small enterprise or organization whose activity adds at least one voice or innovation to the media marketplace.” That enterprise, they assert, “represents a voice,” differentiates itself from other voices, and can be for-profit or not-for-profit. The ‘billboard sister’ created this blog just for transferring the voice from outside world. But now, the blog has 13 millions followers on Weibo. Sponsors and advertisers come flocking. Self- funding journalism did take different views and voice rather than traditional media.