Collective intelligence is the key by-product of networking that allows the journalism industry to flourish. Whether it is print, radio, television or internet journalism, collective intelligence is utilised by journalists to generate stories, find contacts and gain valuable information. The birth of the internet has fostered a plethora of communication networks, allowing collective intelligence to expand and thrive. Subsequently, one must look at social media networks such as social network services and blogs to gain a better understanding of how collective intelligence is harnessed by journalists.
By utilising collective intelligence as a result of social networking sites, journalists have been able to access more information than ever previously possible. Wilson identifies that the benefits of social network services, such as Facebook, extend beyond any platforms available to journalists in the past. She states that ‘[f]or journalists that [social networking] means contacting others for ideas and support on tough assignments or connecting with editors for advice and job opportunities’ (2008, p. 12). Additionally, she notes that “[a]fter all, Facebook, as many of the posts from the Journalists and Facebook wall say, is where the readers are. As in any form of journalism, if you don't understand where the audience is and what it's doing, you don't understand the audience” (Wilson, 2008, p. 14). From this, we can deduce that social network services have opened up methods of communication between journalists as well as allowing them to gain a better understanding of their readers (Wilson, 2008). In other words, collective intelligence, as a result of social media, has given journalists the benefit of writing better tailored stories to their target market.
In addition to Facebook fostering collective intelligence, Lowery examines Twitter as a medium which has allowed journalism to flourish (2009). In doing so, Lowery identifies the explosion of a building in Bozeman, Montana, in 2009 whereby he states there were no local reporters on scene to capture the incident. He highlights that citizen journalists were able to provide updates, photos and emergency information before any news organisation was at the scene (Lowery, 2009). Furthermore, he says that “NewWest.Net and the Bozeman Daily Chronicle [two news organisations in Bozeman] both quoted from the Twitter feed, and we directed readers to those people tweeting from the site of the explosion” (Lowery, 2009, p. 34). As a result, one can see how Twitter has been used as both a source of journalism and a source for journalists. While this may seem problematic for news organisations with respect to loosing readers, journalists have had to adapt to the new media and find ways to use it to their advantage. Hence, the collective intelligence which arises as a result of sites such as Facebook and Twitter has allowed journalism to operate on a previously unknown level.
Much like social network services, blogging has allowed journalism to operate on a new level through collective intelligence. Kelly points out that “the combination of text and hyperlinks (and, increasingly, hypermedia) make the blogosphere arguably as much like a single extended text as it acts like an online newsstand” (2008, p. 37). As with social network services such as Twitter, blogs act as a source of news which are subsequently used by journalists to generate new story ideas and angles. Furthermore, Kelly identifies the complementary nature of blogs with new websites through the concept of ‘blog clusters’. Specifically, Kelly found that that 10.9 per cent of hyperlinks provided in blogs led to ten mainstream news websites (Kelly, 2008). In addition to this, Stassen builds upon the synergy between blogging and new websites through highlighting the concept of j-blogs, which are “a cross between a column, a story and a journal” (n.d., p. 6). She states that “News24 [a news website] is closely linked to the blogging platform, Letterdash, but also has a section of the website dedicated to user-generated content” (Stassen, n.d., p. 7). Here the concept of transmedia storytelling arises, whereby user generated content helps build collective intelligence and allows journalism to take place. Moreover, the notion of synergy between blogs and news websites indicates a convergence culture whereby two platforms come together to create a richer experience.
Collective intelligence underpins journalism as an industry and acts as a vast resource for traditional journalists and citizen journalists. It is the burgeoning by-product of an increasing number of networks which has come about through social media such as social network services and blogs. Collective intelligence fosters relationships between journalists and readers and works in synergy with other media to create a richer experience. As technology develops, one can expect collective intelligence’s positive impact on journalism to grow exponentially in the future.
References
Kelly, J. (2008). Mapping the Blogosphere: Offering a Guide to Journalism's Future. Nieman Reports, 62(4), 37-39.
Lowery, C. (2009). An Explosion Prompts Rethinking of Twitter and Facebook. Nieman Reports, 63(3), 32-34.
Stassen, W. (n.d.) Your news in 140 characters: exploring the role of social media in journalism. Global Media Journal: African Edition, 4(1), 1-16.
Wilson, K. (2008). In Your Facebook. American Journalism Review, 30(1), 12-13.
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