Oreilly Free ebook : We the Media.pdf

In the 20th century, making the news was almost entirely the province of journalists; the people we covered, or "newsmakers"; and the legions of public relations and marketing people who manipulated everyone. The economics of publishing and broadcasting created large, arrogant institutions-call it Big Media, though even small-town newspapers and broadcasters exhibit some of the phenomenon's worst symptoms.

Big Media, in any event, treated the news as a lecture. We told you what the news was. You bought it, or you didn't. You might write us a letter; we might print it. (If we were television and you complained, we ignored you entirely unless the complaint arrived on a libel lawyer's letterhead.) Or you cancelled your subscription or stopped watching our shows. It was a world that bred complacency and arrogance on our part. It was a gravy train while it lasted, but it was unsustainable.

Tomorrow's news reporting and production will be more of a conversation, or a seminar. The lines will blur between producers and consumers, changing the role of both in ways we're only beginning to grasp now. The communication network itself will be a medium for everyone's voice, not just the few who can afford to buy multimillion-dollar printing presses, launch satellites, or win the government's permission to squat on the public's airwaves.

This evolution-from journalism as lecture to journalism as a conversation or seminar-will force the various communities of interest to adapt. Everyone, from journalists to the people we cover to our sources and the former audience, must change their ways. The alternative is just more of the same.

We can't afford more of the same. We can't afford to treat the news solely as a commodity, largely controlled by big institutions. We can't afford, as a society, to limit our choices. We can't even afford it financially, because Wall Street's demands on Big Media are dumbing down the product itself. There are three major constituencies in a world where anyone can make the news. Once largely distinct, they're now blurring into each other.

Journalists
We will learn we are part of something new, that our readers/listeners/viewers are becoming part of the process. I take it for granted, for example, that my readers know more than I do-and this is a liberating, not threatening, fact of journalistic life. Every reporter on every beat should embrace this. We will use the tools of grassroots journalism or be consigned to history. Our core values, including accuracy and fairness, will remain important, and we'll still be gatekeepers in some ways, but our ability to shape larger conversations-and to provide context-will be at least as important as our ability to gather facts and report them.

Newsmakers
The rich and powerful are discovering new vulnerabilities, as Nacchio learned. Moreover, when anyone can be a journalist, many talented people will try-and they'll find things the professionals miss. Politicians and business people are learning this every day. But newsmakers also have new ways to get out their message, using the same technologies the grassroots adopts. Howard Dean's presidential campaign failed, but his methods will be studied and emulated because of the way his campaign used new tools to engage his supporters in a conversation. The people at the edges of the communications and social networks can be a newsmaker's harshest, most effective critics. But they can also be the most fervent and valuable allies, offering ideas to each other and to the newsmaker as well.

The former audience
Once mere consumers of news, the audience is learning how to get a better, timelier report. It's also learning how to join the process of journalism, helping to create a massive conversation and, in some cases, doing a better job than the professionals. For example, Glenn Reynolds, a.k.a. "Instapundit," is not just one of the most popular webloggers; he has amassed considerable influence in the process. Some grassroots journalists will become professionals. In the end, we'll have more voices and more options.