With Earned Media Changes, Brand Journalism is Critical

I spent six years as a daily newspaper reporter covering cops and courts, city councils, legislatures in three states, Congress the White House and various crooks and scoundrels on the investigative beat. My parents met in a newsroom where, it was said, journalism was known as “the last refuge of the vaguely talented.”

I mourn the decline of newspapers, but I’m not bitter. As time passes, I’m less inclined to view reporting as some sort of calling and more as a skill with many applications, and one that is critical to organizations in the form of  brand journalism.

Political Scientist Daniel Hallin in his book The Uncensored War defined three “spheres” of journalism. The first is the Sphere of Consensus, where the topics include issues like genocide, slavery, and childhood obesity. In this sphere of topics, journalists are under no compunction to present differing points of view. They can take a side confident that their objectivity is intact.

The second sphere – that of “Legitimate Controversy,” is the journalists’ wheelhouse, where objectivity is the definition of the profession and those who want the title devote significant effort to balance. The third is called the Sphere of Deviance, where aliens, talking dogs and legitimate rape reside – the ridiculous and irrelevant, considered unworthy of legitimate attention.

Dallin’s key point is that the explosion of new media has not only fractured traditional coverage of events, it has changed the definition by certain journalists and audiences of all the spheres and greatly expanded that second sphere. What is “Legitimate Controversy” is in dispute. Continue reading