Since the 90s, when the Internet came into its own, media companies have striven to keep up with the advance of technology. Academics predicted the fall of newspapers, and although many newspapers aren’t doing as well as they once were, the printed word hasn’t gone out of style yet.
The challenge many media company’s face now is how to keep the public’s loyalty. With so many voices available via the Internet, journalism has become a more widely defined profession. Anyone who wants to contribute to the flow of news can simply by writing a blog, uploading a video to YouTube, or simply updating a Twitter feed. This proliferation of citizen journalism has left media companies with a problem. How do they make sure they are getting the latest news but still allowing for contribution between the professionals and those who just want to contribute?
CNN has found a way with its iReport.com. iReport.com is a website where citizens can upload videos to CNN’s website about anything that could be considered news. CNN’s About page gives its own definition of what it’s looking for as “something that happens someplace to someone. Whether that something is newsworthy mostly depends on who it affects – and who’s making the decision. On iReport.com that is you!”
A study by Farooq Kperogi (2010) called Cooperation with the corporation? CNN and the hegemonic cooptation of citizen journalism through iReport.com points out that CNN has found an interesting way of bringing in free labor and still managing to stay ahead of the news. Kperogi states that though CNN initially makes it seem that iReport.com is directed by its participants, in reality it’s an ingenious way for the corporation to subtly ask for submissions from citizen journalists without paying them.
iReport.com’s definition of news makes it seem that there are no parameters to what news is, yet it lists seven categories in which you can place your submission. The one CNN usually recruits from for their broadcast is called “newsiest”. If your submission lands in this one then you have a good shot at getting your video footage on TV or used on CNN’s main page. If your submission doesn’t fall into this category, then the corporation is glad for your help, but it probably won’t use what you put on the website. Not only this but there is also an "assignment desk" where iReport.com tells you what it wants you to report on.
It’s a type of carrot and stick, and the great part is that CNN doesn’t have to pay you. If they like your stuff or you report on what they ask, you’ll get your so called “15 minutes”, if not then thanks for helping out anyway.
Is this the way news corporations are going in order to keep up with technology and audiences? I’m not sure. I think from the corporation’s aspect, it makes perfect sense and it’s free. CNN can keep the website running for virtually nothing when it doesn’t have to pay its reporters. Also, it is at least one way to get citizens involved. I’m not sure if it’s fair to the citizens, though. They are doing everything for free, and the only way they can get published is by meeting the standards of news CNN has set, rather than what the citizen might feel is newsworthy. It’s a fact that media companies will be forced to change if they want to stay in business because news has suddenly become two-way rather than a lecture. At least CNN is doing something.
iReport on flooding in Cambodia
iReport on families of Iranian officials leaving the country
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