The State of Convergence Journalism:
United States Media and University Study
Carrie Anna Criado, J.D. and Camille Kraeplin, Ph.D.
Assistant Professor Visiting Professor
Southern Methodist University Southern
Methodist University
Division of Journalism Division of Journalism
P.O. Box 750113 P.O. Box 750113
Dallas, TX 75275-0113 Dallas, TX 75275-0113
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(214) 768-1187 (214) 768-3431
The State of Convergence Journalism:
United States Media and University Study
Introduction
Media convergence is the most significant development in the news industry
in the last century. The ability to interchange text, audio, and visual
communication over the Internet has fundamentally transformed the way news
organizations operate. Convergence has enabled media companies to gather,
disseminate, and share information over a variety of platforms. Throughout
the history of journalism, it has been common for journalists to study one
medium, such as traditional print or broadcast, and to anticipate a career
working only in their chosen field. However, the 21st century journalist
has fluidity to write and deliver news content in a variety of formats.
In the 1990s, media mergers and technological innovations gave birth to
convergence journalism. There has been much discussion over the precise
meaning of convergence and a fully converged newsroom. "Convergence
generally means that all component platforms available for delivery to a
web based operating system contribute to the overall information product.
It also implies that information sharing and enhancement takes places along
the way" (Killebrew, 2002). Articulating a standard definition of
convergence is not the intent of this research paper. For purposes of this
study, convergence journalism is defined as print, broadcast and online
news staffs forging partnerships in which journalists often work and
distribute content across several news platforms.
Those of us who monitor the pulse of journalism know of at least a handful
of high-profile success stories of such convergent news operations. Media
General's Tampa, Florida, facility was one of the first to bring print,
broadcast and online staffers under one roof dubbed the "News Center." As
part of Media General's convergence efforts, journalists from the Tampa
Tribune, WFLA-TV, and Tampa Bay Online came together to share news content
(Colon, 2000).
But what does this type of activity mean for the future of
journalism? That is the research question we will address in this study:
Has a monumental shift occurred, has convergence journalism gone beyond
experiment to become the status quo? This information is crucial because
it will help us know unequivocally whether journalism has crossed a new
threshold. And to that end, our findings will serve as a tool to help
journalism educators and industry leaders respond to that change.
Literature Review
Previous academic research anticipated the convergence trend. "Digital
communications encourages and requires students- and- professors to think
in multiple
dimensions: aural(listening to radio and television content, perhaps even
sound effects
embedded in text), visual (reading text and viewing video), and tactile
(with an active
media interface)" (Thompson, 1995).
The trade press also closely covered the first industry experiments in
convergence journalism. Much of this coverage presented the philosophical
questions surrounding any news industry trend: Will convergence work, and
how? (Barnhart, 1999). Will it help the industry or hurt it? And if it
does help, who will benefit most, company executives and shareholders, or
front-line journalists and the public they serve? (Tompkins, 2001). Other
reports told the stories of news organizations and journalism schools that
had embraced the convergence model, the steps they had taken, the lessons
they had learned (Harvey, 2000).
These anecdotes and debates have enhanced our understanding of convergence,
but a more systematic, comprehensive study of the current landscape is needed.
A United States study was conducted in 2002 to examine convergence efforts
in television newsrooms. The research paper explored how TV news directors
defined
convergence and how it is being practiced the nation's TV newsrooms.
Researchers found that "nearly nine of ten (88.8%, 150) news directors said
they are currently practicing a type of convergence" (Forte Duhe', et al.,
2002).
As this paper was being written, however, no research that examines the
entire scope of convergence efforts among the industry and the academy has
appeared in any of the journals dedicated to scholarship in journalism and
mass communication. Journalism educators and industry leaders need this
map to guide us as we decide whether and how to move from training
journalists who know one delivery system – print, broadcast and,
increasingly, online – to convergence journalists who may specialize in one
system but are proficient in all three.
Research questions
The study's focus is exploratory: to determine the extent to
which both media companies and university journalism schools around the
country have embraced convergence journalism. Within the industry, for
instance, how many organizations have changed their newsgathering practices
or forged partnerships to facilitate content sharing and/or multi-platform
delivery? Likewise, how many journalism departments have overhauled their
course offerings to prepare students for a professional environment where
the ideal job candidate can produce content for print, broadcast and online
distribution? And are media companies and universities plunging into
convergence journalism or merely getting their feet wet?
Methods
To conduct this study, three different groups were surveyed: newspaper
executive editors, television news managers, and journalism school deans or
department chairs. To select our sample, we identified the 210 largest
U.S. media markets, based on rankings provided by Nielsen Media Research
(Nielsen, 2002). We randomly chose one TV station from each market. We
then selected the largest daily newspaper, based on circulation, from the
same 210 markets. To identify undergraduate journalism departments, we
turned to U.S. News & World Report magazine's annual rankings and included
all national universities in the top four tiers, which equals roughly 240
(U.S. News, 2002). Colleges and universities in the initial sample that did
not have full-fledged undergraduate journalism divisions were excluded from
the study.
To conduct our research, we enlisted the assistance of The Linda and Mitch
Hart eCenter at Southern Methodist University. An 18-question survey was
emailed in October 2003 to the sample of newspaper editors and TV news
directors from the top 210 markets. A 33-question survey was also emailed
to the sample of deans and division chairs of 105 undergraduate journalism
programs. In November 2003, a second round of emails was sent to those who
had not responded to the first survey request. In order to improve response
rates, a final round of follow up phone calls was conducted and concluded
in January 2003.
Researchers obtained a 40 percent response rate from the newspaper sample,
a 38 percent response rate from the television sample, and a 46 percent
response rate from the university sample.[1] Just over a third of
television stations in the sample, 37.25 percent, are in large markets
(1-50 based on Nielsen ratings). Just under a third, 29.41 percent,
represent mid-sized markets (51-100). The remaining third of the stations,
33.34 percent, are in small markets (101 or higher). Mid-sized papers
represented most of the newspaper sample. Just under half, 45.59 percent,
have circulations from 25,000 to 74,999. Nearly that many, 44.12 percent,
have circulations between 75,000 and 149,999. Around 6 percent (5.88
percent) of the sample is newspapers in the 10,000 to 24,999 circulation
category, and another 4.41 percent are in the 150,000+ category. Among the
university journalism programs included in the sample, 38.10 percent are
stand-alone divisions that are not part of a larger school or college of
communication, 40.48 percent are part of a school or college of
communication, and 21.42 percent represent a school of journalism. Of
those programs, around 19 percent have fewer than 100 majors, 37 percent
have at least 100 but fewer than 500 majors, 28 percent have at least 500
but fewer than 1,000 majors, and 16 percent have 1,000 majors or more.
Results
Both media organizations and journalism educators appear to see convergence as
important to the future of the profession. The vast majority of both
newspapers and TV
stations surveyed have forged convergence partnerships, defined as the
sharing of content
and/or staff with another media platform – around nine in 10 newspapers and
eight in 10 TV stations. Likewise, university journalism programs have
also moved toward convergence. Just under nine in 10 of the college
administrators surveyed said they had incorporated, or begun to
incorporate, cross-platform training into their coursework. Survey data
suggest these divisions have acted wisely. There appears to be a
significant need for convergence training, since despite the growing demand
for convergence skills,
this training is generally not taking place on the job. Of the two
mediums, TV executives are more likely to prepare their journalists for
convergence work. Nearly one-tenth (7.5 percent) of TV staff involved in
convergence projects have received substantial training, defined as 20
hours or more. Exactly half have been trained for 20 hours or less. But
four in 10 (42.5 percent) of the TV respondents said their staff has
received little or no convergence training. In contrast, among newspaper
respondents with convergence relationships in place, more than half (53.13
percent) said their staff has received no cross-platform training. Another
43.75 percent said staff has received some convergence training. Only 3.12
percent of these editors said their staff has received substantial
convergence training of 20 hours or more.
Table 1: Newspaper & TV convergence partnerships
TV (N=42)
Newspaper (N=64)
Partnership with Web site
83%
95%
Partnership with newspaper
41
----
Partnership with radio
67
31
Partnership with TV
-----
70
Most of the convergence relationships identified in the survey involve a Web
partner, nearly all the newspapers and 83 percent for TV (see Table
1). After Web partners, newspapers were most likely to be in arrangements
with TV stations. Seven in 10 newspapers had a TV partner, versus four in
10 TV stations that reported a newspaper
partnership. This disparity may reflect the greater number of TV stations
in most
markets. In contrast, TV stations more frequently reported radio
partnerships – close to seven in 10 versus just under a third of
newspapers. Most convergence activity involves
breaking news. Around 67 percent of newspaper editors and 65 percent of TV
executives said they frequently worked with partners to cover breaking news
events. In contrast, half of editors and one-fourth of TV executives said
they frequently worked with their partners on long-term projects or
investigations. And around 44 percent of newspaper managers and 40 percent
of TV managers said they frequently collaborated on or shared daily features.
Newspaper and television executives cite somewhat different reasons for
pursuing
convergence (see Table 2). Editors, for instance, say their organizations
are most
interested in competing in a digital age. However, they also value the
cross-promotional
opportunities convergence partnerships provide. Interest in improving
coverage and
reaching a younger audience were also cited as important reasons for entering
convergence partnerships. TV executives, in contrast, cited cross-promotional
opportunities as the most important impetus for entering a convergence
partnership.
They also said the desire to improve coverage and the need to be
competitive in a digital
age were important reasons for getting involved. However, they are not as
likely as
newspaper editors to see convergence partnerships as a means of reaching a
younger
audience. Both groups cited the need to cut costs as the least important
factor affecting
their decision.
Table 2: Factors cited as important/very important in deciding to become
involved in convergence partnership(s)
TV (N=42)
Newspaper (N=64)
Interest in cross-promotional opportunities
95%
82.82%
The desire to improve coverage
80
65.63
The need to be competitive in a digital age
73.71
84.37
Interest in reaching a younger audience
40
76.57
The need to cut costs
20.51
12.51
Attitudes Toward Convergence Skills
As suggested above, one important question journalism educators face today
is to
what extent their graduates should be trained in convergence skills. To
determine this, a
section of the survey for both television and newspaper managers attempted
to gauge the
value these managers place on convergence skills compared with other more
traditional
journalism skills and training when hiring staff. We also asked journalism
educators
about the value they believe media managers place on these skills when
considering new
journalism hires. The majority of respondents representing both television
stations and
newspapers consider convergence skills important for a new hire (see Table
3). Around
a quarter (23.53 percent) of TV managers said this would be very important,
while nearly
half (49.02 percent) said it would be somewhat important. Newspaper
managers were
nearly as likely to say they consider convergence skills important when
hiring. Just
under two in 10 (16.18 percent) said this was very important, while just
over half (52.94
percent) called it moderately important. Journalism educators likewise
anticipate a
stronger demand for these skills. For instance, 31.1 percent said they
believed that being
trained in more than more medium would be very important for their students
when
applying for journalism jobs. Another 62.2 percent said these skills would
be moderately
important to media managers.
Table 3: How important convergence skills are to media managers when hiring*
TV managers (N=51)
Newspaper managers (N=69)
Journalism educators
(N=46)
Very important
23.53%
16.18%
31.1%
Moderately important
49.02
52.94
62.2
Not at all important
27.45
30.88
6.7
*TV and newspaper respondents were asked how important these skills would
be to them; educators were asked how important they believed these skills
would be to media managers when hiring. Includes those who are and are not
involved in convergence partnerships.
We also asked respondents how important they considered specific skills – from
writing and reporting to Web language and design – to be for a new
journalism hire, or in
the case of journalism educators, how much they thought media managers
valued these
skills (see Table 4). Not surprisingly, all three groups agreed that such
fundamentals as reporting and writing are critical. In comparison,
convergence-related skills were viewed as valuable, but secondary. For
instance, nearly 100 percent of all three groups said news writing and
reporting skills are important for new journalism hire, and nearly 100
percent across groups agreed that news judgment is important. Knowledge of
media law and ethics is also viewed as desirable in new hires – around 98
percent of TV and university respondents and 93 percent of newspaper
respondents agree this is important. Likewise, just over nine in 10 in all
three groups agreed that a broad liberal arts background is important.
Table 4: Respondents who viewed journalism skills as important (includes
moderately important, important and very important responses)*
TV (N=51)
Newspaper (N=69)
University (N=46)
Writing/reporting skills
100%
98.55%
100%
News judgement
100
98.55
100
Knowledge of media law & ethics
98.04
92.75
97.72
Broad liberal arts background
92.16
92.75
95.45
Visual literacy
97.87
89.86
81.81
Specialized knowledge (science, business, etc.)
64
85.51
84.09
Understanding of media economics
59.18
47.82
48.84
Internet researching skills
96
98.55
97.73
The ability to write across mediums
80
59.42
79.55
Web language & design skills
30.61
31.89
65.91
*Includes both respondents who are and are not involved in convergence
partnerships.
There was less agreement over the importance of other "non-convergence" skills
and knowledge areas. Not surprisingly, nearly all the TV executives said
visual
literacy would be a very important hiring criterion, compared with around
90 percent
of newspaper managers and 82 percent of journalism educators. These numbers
suggest that in today's digital environment, journalism educators shouldn't
underestimate the value of a young journalist's ability to think in
pictures. Data also suggest that newspaper editors and university
educators place more value on specialized knowledge – such as expertise in
business or science – than do TV executives. But TV managers are somewhat
more likely to expect new journalism recruits to have some understanding of
the economic issues of concern to media industries.
The new media skill that is valued most highly by all three groups is the
ability to research on the Internet (see Table 4). Some 99 percent of
newspaper managers, 98 percent of journalism educators and 96 percent of TV
executives said this would be important when making hiring decisions. As
for the ability to write across mediums, TV and university respondents both
placed significant value on this skill, with about eight in 10 saying it
was important versus around six in 10 newspaper respondents. Only about a
third of industry respondents – both TV and newspaper executives – said
they expect new hires to be proficient in Web language and design. This
contrasts fairly significantly with the two-thirds of journalism educators
who believe this is important.
TV Stations
The TV stations surveyed represent a range of sizes, from small market to
large. Just over a third of stations in the sample are in large markets
(1-50 based on Nielsen ratings), just under a third represent mid-sized
markets (51-100) and the remaining third are in small markets (101 or
higher). As noted above, just over eight in 10 (82.35 percent) of the
television stations surveyed are involved in some sort of convergence
partnership, defined as the sharing of content and/or staff with another
media platform. Most of these involve a Web partner. Around 83 percent of
the TV stations involved in a convergence partnership have a Web
partner. Almost seven in 10 (67 percent) have partnered with a radio
station. And just over four in 10 (41 percent) have formed a partnership
with a newspaper.
Table 5: Ways in which TV staff contribute to Web partner(s) (N=35)
Very frequently
Frequently
Occasionally
Rarely
Never
TV reporters write exclusive Web stories
8.57%
5.71%
14.29%
31.43%
40%
TV reporters provide versions of stories they've written for TV newscasts
51.42
22.86
5.71
5.71
14.29
TV reporters provide briefs or updates on breaking stories they may be covering
20
20
34.29
11.43
14.29
Most TV-Web partnerships (57.14 percent) involve a relationship with the
station's own Website. Another 20.41 percent are in a partnership with a
Website
associated with the TV station's parent company, 16.33 percent are in a
partnership with
a Website associated with an unaffiliated media company, 2.04 percent are
associated
with a news portal and 4.08 are in some other Web-related partnership. The
nature of
these partnerships varies from station to station, with most following a
semi-converged
model, where content originally developed for broadcast is simply recast
for the Website.
For instance, most stations provide at least some content to their Website
partner (see Table 5). Usually this consists of having reporters provide
versions of stories they've written for a newscast to the Website. Nearly
75 percent of station managers surveyed said their staff members frequently
contribute to Web content in this way. Station staff are also fairly
likely to provide briefs or updates on breaking stories they may be
covering. Some 40 percent of station managers said their staff frequently
provides this type of content. Station staff members are much less likely
to write exclusive Web stories. In fact, only 14.28 percent of station
managers said their staff frequently contributes original Web content.
After Websites, TV stations are most likely to have a convergence
partnership
with a radio station. Of the eight in 10 stations surveyed that are
involved in convergence
partnerships, 67 percent have a radio partner. Most of these partnerships
(72.41 percent)
involve a local commercial station that doesn't share the TV station's
parent company.
Another 20.69 percent involve a local commercial station that is owned by
the TV
station's parent company. And 6.9 percent are partnered with a public
radio station.
Perhaps because of their similar broadcast base, these partnerships seems
to involve a
somewhat wider range of cooperative behaviors than the TV-Web partnerships
(see Table 6). For instance, 42.85 percent of TV managers say their staff
frequently write for radio broadcasts, while 40.74 percent say staff are
frequently interviewed on the radio, and
21.43 percent say their reporters, anchors or other staff frequently host
radio shows or
segments.
Table 6: Ways in which TV staff contribute to radio partners (N=28)
Very frequently
Frequently
Occasionally
Rarely
Never
TV reporters write for radio broadcasts
32.14%
10.71%
10.71%
3.57%
42.86%
TV reporters, anchors or other staff are interviewed on air
29.63
11.11
22.22
29.63
7.41
TV reporters, anchors or other staff members host radio show/segments
17.86
3.57
7.14
28.57
42.86
TV-newspaper partnerships are not as common as TV partnerships with a
Website or radio station. But still, of the eight in 10 TV stations
involved in convergence
partnerships, over 40 percent have partnered with a newspaper. Nearly all
of these partnerships (94.74 percent) are with local newspapers that are
not owned by the TV station's parent company. Given the difference between
the two mediums, TV-
newspaper relationships are more limited in scope than those with radio
partners (see
Table 7). Only 16.67 percent of the TV managers say their reporters
frequently write for
the newspaper. A quarter say their reporters, anchors or other staff
frequently write a newspaper column. And just under a third, 29.41
percent, say their reporters, anchors or other staff are frequently quoted
in the paper.
Table 7: Ways in which TV staff contribute to newspaper partners (N=18)
Very frequently
Frequently
Occasionally
Rarely
Never
TV reporters write for the newspaper
11.11%
5.56%
5.56%
11.11%
66.67%
TV reporters, anchors or other staff members are quoted in the newspaper
29.41
----
41.18
----
29.41
TV reporters, anchors or other staff members have column in the newspaper
18.75
6.25
----
18.75
56.25
Newspapers
The newspaper sample followed a fairly normal curve. Mid-sized papers
represented most of the sample. Just under half have circulations from
25,000 to 74,999. About the same number have circulations between 75,000
and 149,999. Around 6 percent of the sample is newspapers in the 10,000 to
24,999 circulation category, and another 4 percent or so are in the
150,000+ category. As noted above, nearly all the newspapers surveyed (93
percent) are involved in some form of convergence partnership, most often
with a Website. Around 95 percent of newspapers that are involved in
convergence partnerships have a Web partner. Newspaper-Web partnerships are
most common, but around seven in 10 newspapers in this group have paired up
with a TV station, and around a third with a radio station.
Most of the Web relationships (62.35 percent) are with a site directly
associated with the newspaper. Another 22.35 percent are with a Website
associated with the paper's parent company. Nearly a tenth (9.41 percent)
are associated with a news portal, 2.35 percent with a Website operated by
an unaffiliated media company, and 3.53 percent with some other type of
site. There is some variation in the form these partnerships take, but
again, like the TV-Web partnerships, most follow a semi-converged model,
with newspaper content simply being recast on the Web (see Table 8). For
instance, 60.66 percent of newspaper managers say their reporters
frequently provide versions of stories they've written for the newspaper to
the Web. And 55.74 percent say their reporters frequently provide briefs
or updates on breaking stories they may be covering. In contrast, only
26.22 percent say their reporters write exclusive Web stories.
Table 8: Ways in which newspaper staff contribute to Web partner(s) (N=61)
Very frequently
Frequently
Occasionally
Rarely
Never
Reporters write exclusive Web stories
13.11%
13.11%
16.39%
22.95%
34.43%
Reporters provide Web versions of stories they've written for newspaper
49.18
11.48
21.31
3.28
14.75
Reporters provide briefs or updates on breaking stories they may be covering
36.07
19.67
26.23
9.84
8.20
Newspaper-Web partnerships are most common, but newspapers are also
likely to be involved in a convergence partnership with a TV
station. Nearly three-
quarters (69.84 percent) of the newspapers in convergence partnerships are
associated with a TV station. Most of these relationships (65.31 percent),
as the TV survey suggests, are with local commercial stations that are not
owned by the newspaper's parent company. Another quarter or so (26.53
percent) are with local commercial stations that are owned by the
newspaper's parent company. The remainder are partnered with a regional or
national cable station, usually owned by the newspaper's parent
company. Again, many of these relationships are fairly limited (see Table
9). The most common form of cooperation usually involves newspaper
reporters and editors being interviewed on air. This frequently takes
place at around 40 percent of the newspapers involved in a TV
partnership. Newspaper staff occasionally appear on air, hosting a TV show
or segment. Some 13.33 percent of newspaper managers say their reporters
or editors frequently contribute to the partnership in this way. Newspaper
staff members generally are not asked to write for their TV partners. Only
11.11 percent of newspaper managers say their reporters frequently write
for broadcasts.
Table 9: Ways in which newspaper staff contribute to TV partner(s) (N=45)
Very frequently
Frequently
Occasionally
Rarely
Never
Reporters write for TV broadcasts
6.67%
4.44%
8.89%
11.11%
68.89%
Reporters and/or editors are interviewed on the air
17.78
22.22
28.89
26.67
4.44
Reporters and/or editors host TV shows or segments
11.11
2.22
24.44
13.33
48.89
Compared with TV stations, newspapers are much less likely to be involved in a
radio partnership. But some newspapers, 31 percent of those in convergence
partnerships, are associated with a radio station. More than half of the
time (54.55 percent), as with the TV-radio partnerships, a newspaper is
teamed with a radio station that is not owned by its parent company. In
just under a third of the cases (31.82 percent), the newspaper is
associated with a station that is owned by the same company.
Another 4.55 percent of the papers partnered with radio stations are
affiliated with a local
public radio station, and 9.09 percent are in some other situation. The
most frequent way
newspaper staff contribute to radio broadcasts is to be interviewed on air
(see Table 10). Some 30 percent of newspaper managers say their reporters
and editors do this frequently. Just 10.53 percent say their reporters
frequently write for radio broadcasts, while 10 percent say their reporters
or editors frequently host radio shows or segments.
Table 10: Ways in which newspaper staff contribute to radio partner(s) (N=20)
Very frequently
Frequently
Occasionally
Rarely
Never
Reporters write for radio broadcasts
10.53%
----
5.26%
15.79%
68.42%
Reporters and/or editors are interviewed on air
15
15
45
15
10
Reporters and/or editors host radio shows/segments
5
5
15
10
65
College Journalism Programs
As noted earlier in the study, nearly nine in 10 (85 percent) of the
university programs included in the survey – both large and small, with
many majors or few – have adapted their curriculum, or begun to adapt it,
in response to the industry trend toward convergence. Most of these
changes have been fairly minor. Some 76.92 percent of university
respondents with convergence curricula said the said the changes represent
a minor shift, that their curriculum has been altered some to accommodate
the industry emphasis on convergence. Another quarter (23.08 percent) said
the changes they have made represent a major shift, that their curriculum
has been completely revamped to reflect the industry emphasis on
convergence. In many cases, the curriculum changes have been in place for
a number of years – 28.95 percent of convergence programs have been in
place for three years or longer, 36.84 percent for one to two years, 18.42
percent for less than a year, and 15.79 percent have been developed but not
implemented.
Since most of these programs represent fairly minor curriculum changes, few
reflect a truly converged model. Most respondents (51.28 percent)
described their
programs as ones in which print, broadcast and other majors remain separate
tracks of
study, with no overlap. Nearly as many (46.15 percent) described a
somewhat more
converged model, saying that all journalism majors in their program are
required to take
classes in a range of mediums – such as writing for print, broadcast and
online – but then
specialize in one sequence. Only one respondent described his/her
convergence program
as "truly converged," where students work across platforms throughout their
studies.
As Table 11 shows, all the programs described appear to train students in a
range of media, although the emphasis remains on print, with 89.74 percent
of convergence programs training most or all of their students to write for
print media. Nearly half (46.15 percent), however, also train most or all
of their students to write for the Internet. And just under four in 10
(38.46 percent) train most or all students to write content for
broadcast. Fewer programs expose a majority of students to the technical
skills associated with online or broadcast media – learning Web language
and design, for instance, or handling a camera for TV. Survey data
suggest, however, that the most important role for the Internet in
journalism programs may be as a research tool. Some 95 percent of the
convergence programs included in the survey train most or all of their
students to use the Internet in this way.
In many cases, students in converged journalism programs are exposed to cross-
platform training fairly early in their coursework. For instance, students
encounter
convergence training, or training in more than one medium, in both lower-
and upper-
level courses in about 46.15 percent of converged programs, and in
lower-level courses, when they take their first journalism classes, in
about 7.69 percent of programs. Another 46.15 percent of programs wait
till students are in upper-level courses to introduce them to training in
convergence skills. About 53.85 percent of these programs include at least
one course in their curriculum where students are expected to write for or
produce
content for all three primary media – print, broadcast and the
Internet. And 35.71
percent of those programs require all students to take that course.
Table 11: Number of journalism students who receive training in these areas
in convergence journalism programs (N=39)
All
Most
Some
Few
None
Using the Internet as a research tool
65.79%
28.95%
5.26%
----
----
Writing for print media
74.36
15.38
10.26
----
----
Writing for online media
15.38
30.77
33.33
20.51
----
Writing for broadcast media
15.38
23.08
43.59
12.82
5.13
Learning Web language & design skills
5.26
18.42
34.21
34.21
7.89
On-air presentation for TV
2.56
7.69
48.72
33.33
7.69
Learning broadcast technical skills
----
7.89
36.84
42.11
13.16
On-air presentation for radio
2.63
5.26
34.21
36.84
21.05
Discussion
It is clear from research findings that the vast majority – around 90
percent of newspapers, 80 percent of TV stations and close to 90 percent of
undergraduate journalism programs – surveyed report movement in the
direction of convergence. Furthermore, all three groups believe that
convergence skills are important for new journalism hires. Around nine in
10 journalism educators, and seven in 10 of both newspaper and television
managers say these cross-platform capabilities are valuable. However,
while technological innovations will continue to play a role in how
journalists function in the 21st century newsroom, the fundamentals of news
writing and reporting remain of utmost importance to industry leaders and
journalism faculty. Furthermore, all survey participants continue to value
the historical traditions of journalism education, including development of
strong news judgment, knowledge of media law and ethics, and a broad
liberal arts background. The new media skill that is most valued among
industry leaders is the ability to perform Internet research. As far as
convergence journalism is concerned, the ability to write across mediums is
considered important to 80 percent of TV news directors, 59.42 percent of
newspaper editors and 79.55 percent of journalism faculty surveyed.
Many of the convergence partnerships identified in the sample take
advantage of natural affinities, such as the one between TV and radio. The
Web, however, appears to be the overwhelming favorite for cross-platform
cooperation, with the vast majority of both mediums in the sample, and
especially newspapers, saying they had a Web partner.[2] Although
convergence relationships are in place, many still follow what can be
called a "semi-converged" model, meaning that partners often simply
repurpose material, such as sending newspaper stories to a Website, rather
than actually adapting their skills to another medium. However, in some
cases, a truly converged model exists. For instance, about 15 percent of
television executives say their staff frequently contribute original
content to the Web. This is even more common among newspaper reporters,
with over a quarter of editors from papers in convergence partnerships
saying their staff contribute original Web content on a frequent basis. TV
reporters are likely to create original content for radio partnerships –
more than four in 10 stations in the sample frequently ask reporters to
write original scripts for radio. Another common hallmark of these
relationships is partners serving as experts/sources. For instance, nearly
a third of TV respondents say their staff frequently are quoted in
newspaper-partners' stories. An even higher 40 percent of newspaper
respondents say reporters and editors often appear on-air on TV partners'
broadcasts.
The responsibility of training journalists for convergence work rests with
both the media industry and the academy. However, much of the
responsibility, at this point, seems to rest with the academy. Despite the
growing demand for convergence skills, cross-platform training is not
taking place on the job. Only about 7.5 of TV staff are required to take
part in convergence work and an even lower 3.12 percent of newspaper staff
receive significant convergence training. Nearly half of TV respondents
and more than half of newspaper respondents say their staff receive little
or no instruction in convergence work.
About half of all undergraduate journalism programs surveyed now offer a
series of convergence news writing courses. It is time for all journalism
programs to consider doing the same or to risk graduating students without
the tools they will need to succeed in today's workplace. Some training is
also going on at the professional level. It could also be increased.
Industry leaders surveyed suggest they have entered into convergence
partnerships as a cross promotional tool, a way to improve news coverage,
and a way to remain competitive in a digital age. However, a small
percentage of media executives (20.51 percent of TV news directors and
12.51 percent of newspaper editors) cite convergence efforts as an
important way to cut costs. Convergence will thrive as journalists
recognize the added benefits of cross promotional opportunities, improving
news coverage, and remaining competitive, yet it will flounder in the long
run if cost cutting is the primary objective.
It is also interesting to note that media mergers and integration do not
appear to be
driving convergence journalism. The survey data indicate that by far most
convergence
partnerships are with a local medium that is not owned by the station or
newspaper's
parent company. Instead, interest in cross-promotional opportunities,
improving
coverage, competing in a digital age and, in the case of newspapers,
reaching a younger
audience, are propelling convergence journalism partnerships.
Even with all the technological advancements that today's journalists
enjoy, it may seem implausible and even detrimental to expect working
journalists to excel in all areas of print, broadcast, and online writing.
Perhaps, the best we can hope for at this juncture is to cultivate
versatile news writers who are rooted in the best traditions of journalism
and who have a sense of how to present news and information
with convergence in mind.
References
Killebrew, Kenneth. (2002) Distributive and Content Model Issues in
Convergence: Defining Aspects of "New Media" in Journalism's Newest
Venture. Paper presented at
The Dynamics of Convergent Media Conference (November).
Colon, Aly. (2000) The Multimedia Newsroom. Columbia Journalism Review
(May/June) 24-27.
Thompson, David R. (1995) Digital Communications: A Modular Approach to
Curriculum. Journalism & Mass Communication Educator (Autumn), p.39
Barnhart, Aaron. (1999) News Revolution: Join or you'll be left behind.
RTNDA Communicator (October) 40-52.
Tompkins, Al. (2001) Convergence Needs a Leg to Stand On. The Poynter
Institute. (February 28). Available:
http://www.poynter.org/centerpiece/022801tompkins.htm.
Forte Duhe', Sonya, Mortimer, Melissa Marie & Chow, San San. (2002)
Convergence in Television Newsrooms: A Nationwide Look. Paper presented at
The Dynamics of Convergent Media Conference (November).
Nielsen Media Research. (2002) Available: http://nielsenmedia.com/DMAs.html.
USNews.com. (2002) America's Best Colleges 2003. (September 23). Available:
http://usnews.com/usnews/issue/020923/.
[1] These response rates took into account the number of email addresses
which were no longer good – approximately 15 percent for newspaper
respondents, 35 percent for TV respondents and 5 percent for university
respondents.
[2] Unfortunately, researchers are able to exercise less control over the
completion of e-mail surveys than with phone surveys. A number of survey
questions, especially within the TV sample, were left incomplete, including
the question about Website partnerships. Thus, there is the possibliity
that there is a higher ratio of TV-Web partnerships than the data reflect.
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