Melinda, I found your article about citizen journalism very interesting and very valid. As a journalism student myself, I am often frustrated by the conflicting perspectives I receive about the benefits and credibility of citizen journalism. From the CI faculty, citizen journalism, allows for individuals to create and recreate work, as illustrated through produsage. From the Journalism faculty however, citizen journalism is simply freedom of speech in action, personal opinions on various topics of no more importance than the next.
I agree further with your statement that citizen journalism is no less significant or influential compared to credited media sources (Cunningham and Turner 2006, pg 57) as so clearly demonstrated with Lynx’s advertising campaign. This is further demonstrated through BASE, a Canadian branch of the Body Shop makeup company, declaring bankruptcy in 2005 due to backlash resulting from citizen journalism in the form of online blogs.
This company, similar to the Coke Zero advertising strategy, created a website and blog for collaborative discussion about their products. Unlike in Coke Zero’s case, which revealed Coca Cola employees posing as ‘fans’ to promote their product, BASE’s blog was used as a forum to discuss rumours that a particular product was created using unnatural ingredients. As more details were revealed and the rumour proven to be valid, the company was forced to publicly acknowledge its mistake, which cost the company millions followed by millions more in lawsuits from stakeholders and competitors. Whilst this is only one example, it clearly illustrates the influence that citizen journalism can have in society.
References
Cunningham, S and G. Turner. 2006. The Media and Communications in Australia. Allen and Unwin: Crows Nest.
I agree further with your statement that citizen journalism is no less significant or influential compared to credited media sources (Cunningham and Turner 2006, pg 57) as so clearly demonstrated with Lynx’s advertising campaign. This is further demonstrated through BASE, a Canadian branch of the Body Shop makeup company, declaring bankruptcy in 2005 due to backlash resulting from citizen journalism in the form of online blogs.
This company, similar to the Coke Zero advertising strategy, created a website and blog for collaborative discussion about their products. Unlike in Coke Zero’s case, which revealed Coca Cola employees posing as ‘fans’ to promote their product, BASE’s blog was used as a forum to discuss rumours that a particular product was created using unnatural ingredients. As more details were revealed and the rumour proven to be valid, the company was forced to publicly acknowledge its mistake, which cost the company millions followed by millions more in lawsuits from stakeholders and competitors. Whilst this is only one example, it clearly illustrates the influence that citizen journalism can have in society.
References
Cunningham, S and G. Turner. 2006. The Media and Communications in Australia. Allen and Unwin: Crows Nest.
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