Diversity in the digital age

How the digital media age is changing; who controls own news and where it is coming from?

(Featured Image: AP/Josh Reynolds)

How does media ownership concentration affect the way we get our news? Will new online landscapes end up facing these same ownership issues? As we move into the new digital age, a new media landscape is developing; creating opportunities and potential for diversity in the Australian media industry. This is due to a decreasing concentration of media ownership and an increase in differing media platforms.

Government-owned media such as the ABC aim to provide journalism grounded in objectivity. In contrast, privately owned media corporations such as Fairfax and News Corp generally feature opinion based articles, often propagating bias towards the key stakeholder’s views.

‘Brexit’ coverage, BBC vs. the Daily Mail.

However,  journalism that is targeted towards pleasing stakeholders becomes particularly problematic when the same agenda is pushed across multiple platforms of mainstream publications. For example, in Australia News Corp and Fairfax dominate the ownership of media publications. The problem with this is that this doesn’t leave much room for coverage from a differing perspective.

‘Reach over 7 million Australians every day’ 

News Corp’s online home page

The Future of print, radio and televised networks is uncertain due to the rise of social media. Recent studies suggest that ‘more than 90% of consumers access the internet at least once a day and 61% use a smartphone or tablet to access online news’ (Fisher C. and Watkins J. 2016). Furthermore, ‘over half of Australians (52%) reported using online and social media as a source of news’ (Fisher C. and Watkins J. 2016)

Daily Mail Australia and the Guardian Australia, two UK owned entities are two examples of the market stepping up their online campaigns in recent years. The Guardian Australia increased its unique audience from 888 000 in 2012 to 2 685 000 in 2017 (Nielsen Digital Ratings, 2017). This increase of over 200% has led them to overtake media competitors such as The Australian and Yahoo news, who have failed to fully capitalise on social media and online trends. The Guardian and Daily Mail aren’t the only media outlets to successfully infiltrate Australia’s shores; online-centric outlets such as Vice, Buzz Feed and The Huffington Post have invested heavily into the new online industry.

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(Nielsen Digital Ratings 2017)

Although new players in the Australian media market have generated large followings in recent time, Fairfax Media and News Corp continue to hold significant proportions of the online media market. Their two biggest online news outlets, news.com.au (News Corp) and smh.com.au (Fairfax) have almost 10 Million unique viewers between them (Nielsen Digital Ratings 2017).

Therefore, although the Australian media heavyweights will undoubtingly look towards expanding their online audiences over the coming years. The nature of the online world and the success of smaller media competitors in recent years suggests Australians will have access to a vibrant and diverse range of media, unlike anything we have ever had access to before. Whether or not this unregulated media machine will provide accurate and unbiased information is another question altogether.

 

 

Bibliography

APO, (2016). Viewed 30 Mar. 2017 <http://apo.org.au/files/Resource/media-reform-overview_0.pdf>

APH (2016). Broadcasting Legislation Amendment (Media Reform) Bill 2016 – Parliament of Australia. Viewed 30 Mar. 2017 <http://www.aph.gov.au/Parliamentary_Business/Bills_Legislation/bd/bd1516a/16bd111#_ftn35>

 Fisher, C. and Watkins, J. (2016). Australia. Digital News Report. Viewed 30 Mar. 2017 <http://www.digitalnewsreport.org/survey/2016/australia-2016/>

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