Social media and the future of international broadcasting By Muhammad Jameel Yusha

There is no doubt that social media like Facebook, Twitter and YouTube have changed the way we consume the news today. The social media has completely revolutionized the way international journalism is practiced.

During the Social Media Summit organised by the BBC College of Journalism in May 2011, the managing editor of the Washington Post made an interesting comment at the venue: “why should I employ a journalist who doesn’t have a Facebook or twitter account?” he asked.

That statement became one of the most tweeted throughout the summit. But there is something very interesting about the social media which can help us answer some critical questions about the future of international broadcasting. Already there is a debate in news rooms on whether there will be the need for traditional media like radio and television in the future.

To answer the question we only need to look behind the history of technological innovation.

If we look at the history of printing press in the 1400s, the creation of telegraph in the 1700s, the telephone in the 1800s, radio and television between the late 1800s to early 1900s, they also coincided with certain historical and economic events like the industrial revolution, colonialism and World War. Yet during the invention of each of these technological tools, people at the time thought that such invention might be the most important technological creation of their time, and would be potentially irreplaceable.

When international satellite broadcasting started in the 1980s there was the fear it could signify the end of print journalism. Of course satellite has changed the way print journalism is practiced. Newspapers started paying more attention to celebrity news, using DVDs in specific print outs in order to increase their sales. Yet thirty years after the introduction of satellite broadcasting newspapers are still in the business, although operating in a much tougher environment.

Looking at social media like Twitter and Facebook, this is another technological innovation which like radio and television is coinciding with other historical events at the turn of the century. The most important being the Arab awakening which saw the fall of regimes in Tunisia, Egypt and Libya. Its impact is also being felt in Wall Street in the US, in the streets of Europe as well as Africa. The impact of this historical change has also altered the global political landscape with people on Facebook today being twice the number of the population of the United States.

This is what I call a nation with an electronic capital. It comprises of youth who are bounded by the keyboard of their computers and the buttons on their mobiles phones.

They are deterritorialised, and these technological tools are their immediate cousins; so the challenge of international broadcasting is to mold it to the taste of this generation. In the next couple of years these young people will become decision makers, but most importantly the producers and the consumers of news. I do not believe that new media or social media will completely replace television and radio journalism as we know it.

What will certainly happen is that it will change the way the news is mediated. Already we have started seeing television stations in the United States like PJTV with studio and sophisticated broadcasting equipment, news gathering teams, but transmit programmes via the internet only.

More and more broadcasters like this will join the trail; they do not have to worry about some of the challenges that the mainstream media have to consider in this age. But there is something interesting that television provides especially among middles class. It provides a connection with the family, and this is something that the social media does not easily provide within the home.

The social media is more of a mobile companion that fills in the gap of idleness whether at home, school or workplace. For many in developing countries, radio provides the same social function in the rural areas.

It will take some time before social media completely wipes out the efficacy of radio listenership especially where it serves as the only means of getting information. One thing is certain, the age in which the mainstream media will monopolise the news is over, but the age of providing quality journalism through professionalism is not over.

But that is arguably the only ace in the hands of the mainstream broadcasters, and one day citizen journalists will work hard to bridge that gap, after all we are in the century of social media.




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  • Taq

    Even though most of the social networks are orchestrated on mostly the youth to keep them company as they are the main generators of income. On the other hand, the aged people will always refer to Tvs and radios for news, this is for certain, how ever deep and sophisticated the technology got, there will always be the simple and not intricate tools for the rest of the folks for technology is here to simplify not just for an ornamental purpose.

  • Amoo Ayishat

    Social Media should be a tool to further help international broadcasting rather than destroy it. We have most International media that have utilized the opportunity of social media; citizens can now report themselves (ireport), we have internet radio, internet TV, podcast from media houses and so on.

    Social media have changed the way news is being consumed locally and internationally, we now have different media that involve the journalists and the citizens as well. The break of news is now faster and easy.

    International and local media can only enjoy the new media when they work with it. Through social networks like Twitter and Facebook, people can easily get the news of international broadcasting media. People Tweet news directly from a broadcasting website while some post it on Facebook and other social networks. The social media is really helping international broadcasting.



    One of the greatest positives of social media for journalists
    is the way that it has the power to engage with greater audiences. Social media
    is able to move information quickly among a large group of people, and can
    provide a valuable two-way engagement with the audience, changing significantly
    how journalists talk to their audiences and listen to the audience’s response. This
    can mean that local news is able to transform into international news very
    quickly as social media has the power to transfer information across the world