In retrospect, it seemed a little weird. Twitter reported on Friday night that people were queued almost down to Darling Harbour for a sold-out Sydney Writers’ Festival event in the Town Hall titled “Can’t be that hard”.
Judging by the tweet-stream, the literati had been joined by the online commentariat and other political junkies to hear six journalists talk about raising the standard of political reporting. Yes, even the two men ostensibly representing the blue and red corners of federal politics had at one time worked as journalists.
Sitting at home in Canberra, following the excellent commentary provided by @PrestonTowers, I soon realised that there were no solutions to be provided by this apparently extremely telegenic panel.
We heard yet again that media organisations are grappling with the “new” digital world, where consumers choose their preferred news from the online information buffet and complain loudly when it does not accord with their views. And that the pressure on journalists to continuously deliver content throughout the day left no time for reflection. And that it was challenging to discover through social media what the public “really” thinks.
It occurred to me just before I saw similar tweets from @Pollytics, that the discussion was hardly new or surprising. It was unsurprising because the panel was exclusively a product of the mainstream media, no doubt soon to be dubbed the “old media” by the Greens.
Sure, Turnbull and Harris are adept at using Twitter as marketing tools, Crabb’s quirky reporting is carried on various digital platforms, and Mega has mastered the Twittersphere in record time. Hartcher and Cassidy, on the other hand, seem to be part of the “too cool for Twitter” brigade.
But all are steeped in the old media paradigm where it’s more important to get the story first, instead of writing it best; where the journalist decides what’s in the public interest instead of the community making that decision; and where the personal views of celebrity journalists carry unwarranted weight.
And that’s what was weird for me about the SWF event, viewed as it was through the Twitter-lens. I wondered later why so many digital natives, including me, were so keen to hear what old media journalists had to say. Did we think this time it would be different, that there’d be a flash of brilliance and the television talking heads would divulge what they’d learned from considered introspection? Or was the lure of celebrity just too strong, even for cynics like us.
Whatever the reason, it became quickly clear that old media journos can’t even diagnose their malaise, let alone identify a cure.
The antidote, to me, seems clear. It involves the separation of reporting, analysis and opinion; a shift to rewarding quality over speed; and the dropping of frequently published opinion polls.
It seems nonsensical in this age when any person with a smart phone can be a news-gatherer, for media organisations to persist in maintaining separate reporting teams to cover what is essentially the same set of facts. Why is it necessary for three newswire agencies, seven tv stations, ten radio stations and a dozen newspapers* to attend one press conference? Surely, if there’s no slant put on what is said, then there’s only one way to report the facts. So it makes sense for media organisations to merge their duplicative news gathering activity or outsource it to a single organisation like a newswire agency.
Reverting to a single news-gathering service that provides all media organisations with the same information at the same time would negate the rush to be “first” – a title that holds diminishing cachet in the instantaneous online world. Doing so would negate the need for wannabe celebrity journalists to find the scoop or exclusive that will make their name, simultaneously minimising the opportunity for politicians and their spinners to exploit such journos with tempting leaks and rumours.
Hopefully, the Walkley Awards would follow suit, rewarding quality reporting and analysis instead of the journalist who happened to be chosen by political combatants to receive the most juicy scoop in that particular year.
Analysis of what is said at a press conference is altogether different from what is reported to have been said. The separation of reporting from analysis would give those journos not doing the reporting more time to research, reflect and produce the quality analysis that political news consumers are demonstrating they’re prepared to pay for. It’s clear that subscribers will cough up cash for quality objective analysis such as that provided by Laura Tingle and George Megalogenis behind their respective paywalls.
I’d venture that LaTingle and Mega also attract the consumer dollar because neither proffers their personal opinions as analysis. Particularly in recent times, some formerly respected journalists have become diminished in the eyes of their readers by expressing personal political opinions in their pieces.
That’s why it’s also important for media organisations to re-exert the distinction between analysis and opinion in their political coverage.
Opinions are like bums – everyone has one, and anyone with a spare afternoon and a keyboard can publish theirs online (as I have just done). So while consumers will pay for high quality political analysis, it’s unlikely they’ll pay for opinion. But a well targeted, written and argued opinion piece can bring a lot of eyeballs to a media organisation’s online and dead-tree pages. The encouragement of public comment, with a strong but principled moderation policy, can turn these visitors into a community of support and eventually paying customers.
So that’s it in a nutshell; it’s not really that hard. Media organisations can save money by centralising the reporting function, make money with a stable of astute and articulate political analysts, and build their audience/customers with engaging and compelling opinion writers.
They can eliminate churnalism and reduce workplace stress by taking experienced journalists off reporting duties and giving them time to research and write. And political manipulation of the news cycle can be minimised by neutralising the attractiveness of the leak and the scoop.
There’s one other type of leak or scoop that should also be deligitimised in order to improve political reporting in Australia. The running and publishing of fortnightly opinion polls should be scrapped, on the basis that they signify very little unless taken close to an election but can be used to manipulate public opinion in the meantime.
The business model for political media is not really dead; it just requires a different perspective to see how it can be resuscitated. There are plenty of us standing around giving good advice, but in the end, it is up to media organisations themselves to administer the cure.
*These numbers are my guesstimate only.
This piece also appeared at ABC’s The Drum