The Platform Press: How Silicon Valley reengineered journalism
Professor Taylor Owen
March 29, 2017
A new report co-authored by Professor Taylor Owen and Emily Bell, Director of Tow Centre for Digital Journalism at Columbia J School, explores how the influence of social media platforms and technology companies is having a greater effect on American journalism than even the shift from print to digital.
Find the full report on the The Tow Center for Digital Journalism website.
Key findings include:
- Technology platforms have become publishers in a short space of time, leaving news organizations confused about their own future. If the speed of convergence continues, more news organizations are likely to cease publishing—distributing, hosting, and monetizing—as a core activity.
- Competition among platforms to release products for publishers is helping newsrooms reach larger audiences than ever before. But the advantages of each platform are difficult to assess, and the return on investment is inadequate. The loss of branding, the lack of audience data, and the migration of advertising revenue remain key concerns for publishers.
- The influence of social platforms shapes the journalism itself. By offering incentives to news organizations for particular types of content, such as live video, or by dictating publisher activity through design standards, the platforms are explicitly editorial.
- The “fake news” revelations of the 2016 election have forced social platforms to take greater responsibility for publishing decisions. However, this is a distraction from the larger issue that the structure and the economics of social platforms incentivize the spread of low-quality content over high-quality material. Journalism with high civic value—journalism that investigates power, or reaches underserved and local communities—is discriminated against by a system that favors scale and shareability.
- Platforms rely on algorithms to sort and target content. They have not wanted to invest in human editing, to avoid both cost and the perception that humans would be biased. However, the nuances of journalism require editorial judgment, so platforms will need to reconsider their approach.
- Greater transparency and accountability are required from platform companies. While news might reach more people than ever before, for the first time, the audience has no way of knowing how or why it reaches them, how data collected about them is used, or how their online behavior is being manipulated. And publishers are producing more content than ever, without knowing who it is reaching or how—they are at the mercy of the algorithm.