Last night through a series of tangents, I ran across a discussion paper prepared in 2007 by the Australian Broadcasting Corporation (ABC) covering the topic of blogging. Known as “Consultation Paper 1: Blogging: A consultation paper for ABC staff,” the document (page 4):
“…informs and consults ABC staff, seeking the views of the people who comprise the national public broadcaster about the issue of blogging. “
This 31-page paper is well worth a read for a couple of key reasons. First and foremost it provides a fascinating glimpse into the way traditional media outlets – referred to in the paper as Old Media – view the changing landscape of media, their role in it, as well as that of the public.
A recurring theme throughout the document is the question of how to engage in the dynamic, interactive, at times messy and cacophonous environment that is the web, while maintaining the core values and obligations of the organisation (page 7):
“The ABC is acutely conscious that, as a public broadcaster, we have statutory obligations and public expectations that may preclude use of approaches adopted elsewhere. Yet, audience expectations cannot be presumed to be static. The revolutionary changes in digital communications are affecting the way content is produced, delivered and consumed. Audiences can no longer be treated as passive listeners in the New Media environment involving convergence, media mobility, availability of on-demand content, and greater user participation.
The challenge for the ABC is to navigate through these trends, maintaining relevance, innovating and continuing to fulfil our statutory commitments to independence, integrity, accuracy, and impartiality. “
Perhaps most important of all, the paper seeks to resolve some core questions and issues that arise in the presence of a participatory culture in which much of the discussion and content-creation originates from individuals outside the organisation. A large proportion of the paper is devoted to this (pages 13 to 23), as summarised in a series of 8 questions:
- What aspects of our experience with audience interaction in other contexts can be usefully applied to blogging?
- What Editorial Policies should apply to users’ comments and UGC?
- Do audience expectations and standards relating to online content differ from those relating to broadcasts?
- Assuming we should moderate, how?
- How should we (and our audience) facilitate access to the best of the comments and foster productive discussions on our blogs?
- If we invite audience members to help us handle blogs, how do we best support them? Should we look at partnering with independent bloggers instead?
- Should we more readily allow linking to external sites?
- Is sufficient guidance already provided for staff who have personal blogs or who contribute to independent (non-ABC) blogs?
Implications for Education
While the context in which these questions has been raised is focused primarily on journalism and the ABC in particular, the objective and very thorough nature in which the discussion is presented makes this document a valuable reference for other organisations. Particularly in sectors, such as higher education, where the nature of information flow and communication, and the roles of the participants have begun to evolve and, as some argue, even fundamentally shift since the emergence of new media.
In a sense the changes affecting Old Media may represent a sign of things to come for higher education – if not something we are experiencing already. Consider the following passage for example, taken from Section II of the document (page 6):
“The internet has changed the world of traditional media outlets, and they are in the process of working out what to do in response. A big part of the power and influence of mass media publications and broadcasters…was their combined role as collectors, interpreters and disseminators of the news and opinion that most people absorbed. The few spoke to the many. Some among the many got a word in if the few chose to allow it (e.g., letters to the Editor).
Online, the many can speak back to the few. Or speak to each other, bypassing the few. Or create new audiences, large and small, who do not necessarily see the Old Media as important. Enabled by technology, people are testing the assumptions on which traditional media organisations have based their self-image and their view of their audience.”
If we were to alter the references to role and organisation/individual in this passage from those of journalism to those of education, teachers and students respectively, the passage could quite easily describe the crisis of identity and relevance some say is currently facing education.
Viewed in this light, the work that the ABC has done to prepare this document could and perhaps should be seen as an incredibly important roadmap for adapting to a changing media and information environment.
