The digital technologies have changed people’s daily life. Jericho (2012) pointed out the media had been trying to adapt to the online world since 1980s. People gradually like to query the information on the Internet. At the same time, social media have made journalists closely connected with their readers; they have to find a new way to reach their audiences who are active on the Internet. This is a significant change in the way journalists do their core job and communicate with their readers. In the past, journalists and readers were almost separated parts. Readers had rare communication with journalists; they just read newspapers or watched videos, leaving praises or criticism alone. On the other hand, journalists also hardly got feedback from their audiences. Mandiberg (2012) stated that journalists always gave themselves a handicap when they did not use digital technologies.
In the past, journalists and viewers could not affect each other in most situations. However, the digital technologies have changed these models. The E-mail makes communication more convenient; viewers can give advices or opinions through it. Then, social media stimulate further development, which makes communication to a higher level. Digital technologies not only make news delivered faster than ever, and even provide connections between general public and politicians. The expanding blogosphere makes people easily participate in politics. People can communicate with many politicians online.
There have been co-adaptation and competition between media and politicians recently. Politicians have to find a new way to reach the audiences the same as the journalists. Then, politicians begin to use digital technologies to spread their ideas and to control some news. For example, Obama used digital campaign and got significant success. According toRospars, Muller and Brissenden, the traditional way of campaign had weak coverage; they used thousands of online videos to affect a new generation of voters in such bad situation. Pew Research Center’s Journalism Project Staff reported “some younger voters were attracted to Obama because of his digital activity or whether Obama used digital platforms because it was a logical way to reach a natural voter base.” The digital technologies have influenced the way of thinking for people, and politicians have to adapt the new change.
All in all, Wilson said that the behavior of journalists and politicians decide the influence of audience, because the digital technologies make almost everything come into open. The audience is easier to get information they want; the journalists and politicians have to keep in touch with their viewers.
Jericho, G. (2012). Journalists all a Twitter. In The Rise of the Fifth Estate: social media and blogging in Australian politics (pp. 222-267). Retrieved from http://webpac.canberra.edu.au/record=b1688007~S4
Pew research center’s journalism project staff 2012. How the Presidential Candidates Use the Web and Social Media, Pew Research Center, viewed 10 November 2013, http://www.journalism.org/2012/08/15/how-presidential-candidates-use-web-and-social-media/
Rospars, J., Muller, S., Brissenden, M 2013. Obama: The Digital Campaign, ABC, viewed 10 November 2013,http://www.abc.net.au/tv/bigideas/stories/2013/07/01/3789946.htm
Wilson, J. (2013). Kevin Rudd, celebrity and audience democracy in Australia. Journalism, 1-16. doi: 10.1177/1464884913488724