Blogging as New Media: Preferential, Negotiable, and Oppositional Coverage by the US Journalism
Blogging has evolved as a new media channel increasingly hard to ignore. Following the crucial journalistic roles bloggers have played in the US that resulted in, among others, the term of Senate majority leader Trent Lott in 2002, investigation into Jeff Gannon’s credential as White House reporter in 2003, and resignation of CBS anchorman Dan Rather in 2004, the mainstream media (MSM) have widely commented on the potential of blog as a new media channel. This paper will analyze the potential of blogs vis-à-vis mainstream media coverage of the aforesaid three political events in the past three years involving a politician, a journalist, and a blogger. The media comments will be categorized, under what Stuart Hall considered in “Encoding/Decoding”, as preferred, negotiated and oppositional, and will be used to describe the potential perceptions of blogs. As preferential or dominant comments, the MSM define blog differently to separate it from journalism while acknowledging its power, as negotiable, the scopes of blogs are carefully described to offer a balanced perspective, and as oppositional comments, blogs have been derided as incredible, and ineffective as tools of journalism.
Keywords: Blogging, Technology, New Media, Journalism, Cultural Studies, Media Studies
Doctoral Candidate, College of Journalism, University of Maryland