EVERY journalist who practised journalism over five decades ago acknowledges there are so many changes in today’s journalism.
Some would say “journalism has gone to the dogs” and needs immediate rescue.
Many have often wondered what needs to be fixed. But the crisis is a relationship one.
While technology is consuming and headlining many discussions related to journalism, often gravitating towards the role of technology, particularly artificial intelligence (AI) and the potential it possesses to disrupt journalism, it is worth memorising that journalism starts and ends with the people, not algorithms, not content optimisation, not AI generated stories.
Undeniably, these technological advancements house transformative potential, however, at the heart of journalism’s future, lies understanding and prioritising the audience.
Ultimately, journalism must pivot towards creating value for its audience through resonating with their needs and leveraging data to make informed editorial decisions.
Given the background and architecture of legacy media, most newsrooms have spent their entire lives treating audiences and the endpoint of journalism rather than the genesis.
A measure of engagement exists, but no newsroom really engages with them.
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Data is analysed, but their needs are rarely understood.
Journalism that reconnects people, or people who disconnect from journalism
The phrase “we must be innovative and move with times” has repeatedly been abused in discussions and gatherings focusing on media sustainability and the future of journalism.
Well, there is a whole scholarly debate on multiple platforms on the nexus between innovation and journalism, and definitions thereof, including the impact and models for innovative newsrooms.
One thing is clear, in journalism, innovation is never about content automation, headline optimisation or story production.
It will only exist in circumstances where trust has been built, fostering genuine and authentic dialogue, ultimately creating journalism that serves as a bridge between communities.
The future of journalism can only be fully understood if there is comprehension of what journalism really stands for: service to the public.
In modern democracies, the power of journalism is derived from national constitutions midwifing its ability to inform, educate and empower the audience in various communities.
Given this endearment, journalism needs to reaffirm its commitment to their readers, listeners and viewers.
This necessitates an audience-centric approach, where understanding the audience’s preferences, concerns and needs takes precedence over the latest technological trend. Successful journalism is content that resonates with its audience.
It must address their concerns, provide clarity on complex issues and provoke thoughtful engagement.
Whether through investigative reporting, local news coverage or cultural critiques, the ability to align content with audience expectations is vital.
This approach fosters loyalty and trust, essential currencies in the crowded media landscape.
Technology, AI and the audience
There is no doubt about how powerful AI is and can be. But it cannot build relationships.
Nuanced needs of a community are far from being understood by AI and most importantly, AI cannot make judgment calls that define great journalism.
Thus, the most concrete futuristic path newsrooms can adopt is to use every tool available to strengthen the connections between journalists and the communities they serve.
The mission to seek truth and help understand their world becomes the answer to journalism sustainability.
But this does not mean technology is outdated.
Rather, newsrooms must explore the inseparable ties between audience insights and technological tools.
By utilising data analytics, news organisations can glean actionable insights from audience behaviour, preferences and engagement metrics.
This data can help shape editorial decisions, ensuring that the content aligns with the evolving needs of the audience.
Customised analytics dashboards are critical in this data-driven approach.
These dashboards empower newsrooms to monitor audience engagement in real-time, track popular topics and analyse user demographics.
Customisations necessitate targeted insights specific to a publication’s goals and audience, enabling journalists and editors to make informed decisions regarding the types of stories to cover, the formats to employ and the channels for distribution.
Through appreciation of data, newsrooms can make a strategic shift from a reactive mode which more often than not leads to news content that may not engage the audience, to a proactive mode that anticipates audiences’ desires.
For instance, data might reveal spikes in interest around issues like climate change, gender or technology.
Newsrooms can prioritise these topics, producing in-depth coverage, with context tailored to audience needs.
Making journalism more meaningful to the people we serve
The foremost guiding principle for journalism should be creating value and value can take many forms: accuracy, insight, relevancy, and storytelling, this is in addition to traditional news reporting.
As audiences become more alive about where they invest their time and attention, newsrooms must prove that they offer something worthwhile.
Providing information that enables the audience to make informed decisions will ultimately foster a more informed society; an essential role of journalism.
In the face of technological innovation, the fundamental tenets of journalism remain unchanged.
The future must not only involve adopting cutting-edge tools, but also reaffirming the importance of audience engagement and value creation.
As the industry evolves, the only way forward will be through genuine connection and commitment to those whom journalism ultimately serves: the audience.
