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CATAPULTING TO THE SHIFT: JOURNALISM IN THE RISE OF SOCIAL

A Thesis Proposal

University of the Assumption

City of San Fernando, Pampanga

PHILIPPINES

In Partial Fulfillment

of the Requirements for the Final Examination of Thesis1

AB Communication

Cruzado, Trisha Anne V.

Amir Canlas
INSTRUCTOR

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The dissemination of information is always changing, back then our ancestors would pass

around news through word of mouth. Exchanged through gossip around a campfire while women

churn butter for hours, it is done as entertainment and also as warnings. For these information

would range from someone's recent affair to a new mushroom that one shouldn’t eat. Not much

has changed in the nature of the contents of news, what has changed however is the way in

which it is distributed. From word of mouth to newspapers, to radio and then to televised

broadcasting. Throughout all these changes people would keep up. Because humans as social

beings strived to be heard more and more. To the point that multiple times projects to send out

messages to space are conducted, all so if there was anyone out there they could one day reach

out to the human race.

The latest iteration of the circulation of information is all thanks to the invention of the

internet. Social media has drastically changed the way people communicate and gather

information. Never before has connecting with people all around the globe made easier by the

use of technology. For this reason, it is no wonder that it is now the main source of news out

there.

This change of channel regarding publishing news resulted to traditional media adapting

to the more favored modernized online approach. Well-known and respected Media

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Broadcasting Companies started creating pages on Social Media sites like Facebook, Twitter,

Instagram and YouTube just to name a few, and there they post news for people to see anytime

and anywhere. It is a change for the sake of convenience, but not for the companies, running

social media sites in their part costs more manpower and resources. The one benefiting from this

are the masses; their consumers, however this doesn’t mean there’s zero benefit from the

company's part. At the end of the day the more people that use their services the better, besides

they can afford it. Nevertheless, a key reason why news companies have embraced social media

is to increase their reach. Social media is typically used to advertise content and increase traffic

by sharing headlines that include a link to the news outlet's website (Hermida, 2012).

This study aims to recognize how social media changed traditional news broadcasting by

understanding how Journalists adapted to the rise of social media, and to see if social media

journalists’ work is seen as a saving grace for TV news networks or a source of worry for

modern journalism in the social media age. The paradigm shift is the understanding of the cycle

of changes that happens when the traditional techniques and practices of an industry no longer

apply to the changing needs of the said industry (Thomas Kuhn, 1996). As such this study

intends to figure out that paradigm shift and how it happened via the lived experiences of the

Journalist that transitioned from the traditional to online news broadcasting.

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Nowadays it is natural to migrate to social media for everything, the appeal of

convenience applies not only to news broadcasting but also shops and meals that can be ordered

online and delivered with ease. This is why the younger generation of journalists all starts out as

online media practitioners, to them this is how things are, they have never known the alternative.

For them conducting their news reports online seems natural. Their training and personal

experiences will lend credence to that notion. To them, the convergence of traditional media and

social media won't even be considered a trend worthy of its own name (Sivek, 2010).

Literature Review and Studies

Since social media has one of the largest networks for news collecting, it is portrayed as

the new source for journalism. Because of this, social media is seen as a well-developed system

for knowledge sharing and creating communities via disseminating information, as well as a tool

to engage with stakeholders and peers in the media sector. Social media as a tool is very valuable

for marketing, especially in highlighting the chance for personal branding on social media

platforms such as Twitter, and Facebook. Sharing specific material on personal blogs or social

media accounts help to promote the establishment of a personality on media platforms, and it is

the journalist's choice to represent themselves as independent contractors. The emphasis on

frequent social media use demonstrates the importance of social media, with the majority of

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journalists today being active users of social media platforms to engage with their primary target

demographic.(Thomas, 2013).

Social media doesn’t rely on journalism to grow, but nowadays it seems like Journalists

are now relying on social media more and more. Social media is now a tool that journalists

utilize both for personal and work-related goals. It shows how strongly social media has been

adopted by traditional media. (Pradhan 2018) found that TV journalists utilize YouTube more

frequently than print and web journalists. Also, print journalists rely less professionally on social

media. Online journalists utilize social media in a professional capacity on a wide range of social

media platforms. The main reason journalists utilize social media in their personal lives is to

gather information, which is followed by relationship-building. Journalists are under such intense

professional pressure that they use social media even for personal information gathering. Few

journalists use social media as a source of amusement or to pique their curiosity.

Media professionals have taken advantage of the computer's ability to store massive

volumes of raw data that can be quickly sorted through. Online connections to computers all

around the world have aided in the information-gathering process. The relationships were used to

find specialists for interviews and to gather information for future stories and news. This has

resulted in media convergence, in which the viewer may access all mediums from a single

computerized base. The majority of journalists were aware of how to utilize Social Media tools

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and had their own Social Media accounts. Because social media is a new phenomenon that has

been widely adopted by the youth, journalists in both media institutions have embraced it as

well. (Gonfa, 2019)

Throughout the years social media has proved itself to be a useful tool in the news

industry. It is no wonder that many that practice in the dissemination of information frequent it

so much, and that traditional media are immigrating to its online counterpart. However, the

transition of traditional media to social media isn’t only affecting today’s journalists. In this

study understanding the relationship and effects of social media to the news industry would also

include the opinion of its consumers, for social media has enabled the masses to respond. Aiming

to understand the effects of social media to today’s journalists would include how they are now

handling the feedback from their viewers.

Majority of the viewers either strongly agreed or agreed that social media journalists have

an increased opportunity to reach a wider audience compared to traditional news and are able to

follow the most recent information more easily. Some disagreed with this statement, however

none stated that they strongly disagreed with it. It goes to show that although a small percentage

of the masses disagreed with the use of social media in the news industry, they do acknowledge

the impact of the role of social media journalists in relation to the value of immediacy to find,

produce, and distribute TV news.(Yousufi 2019).

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Individuals who use social media more frequently are more likely to accept journalists

using social media data to convey public opinion. This trend may represent a part of the

population that uses social media to actively reach a larger audience and, possibly, influence

public opinion and political elites. As an individual's number of social media accounts grow and

their frequency of uploading political content on social media grows, so do their favorable

attitudes toward journalists' use of social media data to infer public opinion. However, these

individuals also believe that journalists should use aggregate data rather than personally

identifiable data. Citizens' judgments of whether these actions are appropriate, valuable, can, and

should be carried out to assist guide ethical digital journalism. (Dubois et al. 2018).

More and more of the news these days come from social media as journalists can ask

their audiences for their reaction to an issue or topic, viewers then submit their views and ideas,

which are then shared on social media. This engagement generated content for broadcasters as

well as the opportunity for viewers to participate in the news process. News professionals see

this as an excellent opportunity to engage the general audience in the news experience. The more

advanced the technology, the more eager news executives are to use it to be first on the scene

and first to report. A database search of articles about breaking news, social media, and

television journalists revealed the breadth of technology's involvement in distributing content,

connecting people, and resolving concerns about the quality and veracity of journalism. Social

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media was praised for its broad reach. This explains why the majority of journalists believes that

social media provides a relative advantage to their work.(Teves, 2016).

Televised Broadcasting is not the only one adjusting to the change that social media

brought. Newspapers, although had a much simpler transition from traditional to online, must

now find a way to make the news lucrative in the digital age where information is readily

available for free and much more quickly with just a single click. Online advertising is also

among the simplest solutions. For instance, the majority of newspapers opt for free online

distribution on big traffic-driven social networks like Facebook or Twitter. The software

algorithm used by each social media network typically determines which articles or content

receives the most traffic. Facebook gives priority to postings that contain videos or news articles

that publications upload directly to the network. As a result, Facebook becomes the host of these

stories, preventing users from leaving for other websites, because Facebook advertises alongside

these articles and shares advertising revenue with the publishers as an incentive. According to

this, publishers can then devise strategies to boost those specific content and articles online in

order to gain more clicks and screen time from readers. (Ngoc, 2022).

Because of the rapid growth of technology, particularly the effect of Social Media, the

Print Media business is currently facing significant challenges. This harsh reality necessitates

that these firms undertake rapid reforms in order to adapt to an increasingly tough landscape, or

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risk going out of business. Finally, given their dependency on platforms such as Social Media

and Google, media outlets must broaden their strategy. Facebook accounts for a sizable

proportion of online reading (about 70%). Furthermore, a conservative estimate of 20% is

assigned to Google. This suggests that 90% or more of internet readers are concentrating on just

these two digital channels. (Belair 2017)

The general assumption is that we are entering a digital-dominated future, with a shift

away from traditional print and toward diverse digital platforms. The demise of print media is

unavoidable, and journalism is becoming more integrated across multiple platforms such as print,

radio, television, and online. Convergence journalism, which focuses on new media, is

considered as the way of the future. Journalists see this tendency, but due to limited resources,

they struggle to meet technical demands. Sustainability solutions differ since online publications

must cater to elements such as audience, interest, direction, and legislation. Given changing

preferences and the difficulty of selling content, audience interaction is critical. Many news

providers hesitate to charge for online content, aiming to reach as many people as possible and

convert viewers into revenue eventually. Digital media has possibilities, but it also has its

drawbacks. It has altered communication and extended opportunities for journalists and the

public, but journalists must adapt and innovate in order to succeed in the digital landscape.

Journalism must remain attuned to its market as it navigates the digital age. (Onumah, 2018)

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(Alejandro, 2010) believes that it is a metamorphosis as a growing number of readers,

viewers, and listeners are now getting their news online. Television, newspapers, and radio are

still around, but they are facing increasing competition from interactive online media.

Previously, publishing required a printing press. Circulation was restricted to a small

geographical area. Radio and television broadcasting rely on expensive equipment to transmit

signals across a country, regionally, or globally. When a user connects to the internet, he now has

access to a global and free platform. The new model assumes that the devices are intelligent in

and of themselves. This means that one can propose or investigate new models of

communication and coordination without seeking permission from anyone. Nowadays, anyone

with a camera or a keyboard can publish independently, and self-publishing has become the

standard. The influence of new media technology on established journalism is just one of its

major effects. More significantly than the emergence of citizen journalism or the independent

blogosphere is the way that the great majority of public and commercial media is transforming.

(Lewis & Molyneux 2019) critiques what they believed as the three key assumptions

regarding social media and journalism; (1) Social media is overall beneficial; It is typically

believed that change will be for the better if the main narratives around social media in

journalism studies center on change. Researchers have predicted that social media will play a key

role in fostering greater openness, reciprocity, and transparency in journalism. Social media

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should help journalism reach a wider audience more quickly. Although most of this promise

hasn't been achieved, some of it has. The use of social media for sourcing seems to occur more

during remarkable occurrences than in routine reporting, however there is some limited evidence

that it may challenge journalists' traditional dependence on official sources. Social media

channels are essential for disseminating breaking news, especially in times of crisis. On the other

hand, the deluge of information is frequently so overwhelming that some journalists choose to

wait for other bigger news organizations to independently verify content on social media. When

covering the 2012 U.S. presidential debates live on Twitter, journalists spent less time fact-

checking candidate assertions and more time cracking jokes, despite the fact that social media

offers the promise of a new type of "live" journalism. (2) That reality is reflected in social media;

Journalists now frequently use social media posts, particularly tweets, as an indicator of what

people are saying. As a result of its widespread use, journalists now regard Twitter as a

trustworthy source of news. While this was never a reliable method of determining public

opinion, the fact that Twitter makes these vox populi searchable and embeddable greatly reduces

the effort that it takes to gather and call upon them. There is a Twitter issue with media outlets.

The issue is journalists' use of tweets to incorporate viewpoints from "regular people," even if

many of these "ordinary individuals" turn out to be neither "ordinary" nor "individuals" at all. (3)

And that social media is more important than other aspects; These presumptions are implicit in

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our own work and may be true in specific situations or under specific conditions. Yet if we take a

step back to question the legitimacy of such presumptions, we are left to wonder: Has the area of

journalism studies given social media too much attention? What elements and pressures in

journalism's digital transition have been overlooked as a result, if at all?

With the heavy reliance on twitter to gather the opinions of “the masses” its credibility

would be put into question. Clearly, gatekeeping procedures are still a regular feature of

mainstream news organizations. Journalists are selective when deciding what content will be

made available to readers who access news on the websites they work for, even though they use

the information they obtain on Twitter, Facebook, Instagram, and other platforms in their stories.

According to this report, journalists rely on social media to stay current with important social

media trends and subjects. They also make an effort to uphold the professional norms, which

advise them to use material from reliable, authentic sources that spread such information on

social media, in their reports. As a result, their gatekeeping function in the world of digital

journalism still exists. Instead, the position has changed to reflect the media industry's

contemporary developments.(Pantic & Cvetkovic, 2020).

A survey conducted in Ireland regarding Irish journalists and their use of social media.

Reveals that most journalists in Ireland use social media for sourcing content, news leads and

verifying information, but still they believe that, without external validation, the information

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cannot be relied on, Social media right now is a source of news content for journalists like

twitter. They scroll through this social media application and will find something newsworthy.

While it might not appear to be a problem, the transparency and reliability is still in question by

some journalists. (Heravi et. al, 2014)

The ease with which information may be transmitted, especially in the era of rapid

expansion of the digital infrastructure, has made misinformation and disinformation in the digital

era a severe concern. Stronger media self-regulation is a significant part of the solution, but it is

by no means sufficient, especially if there is no commitment and collaboration by various

stakeholders in the society. The responsibility to critically assess, fact-check, and seek balance

remains vital. Ensuring freedom of speech and the press also implies that there is a proper

appreciation of the responsibilities involved—ideally that what is published is true and published

with good motives.(Tuneva 2022).

The emergence of YouTube channels and the pressure these channels put on traditional

media to produce and adapt content that is more appealing to the under-30 demographic as new

media organizations—or perhaps even as new news organizations given how they blend politics

and entertainment. Many common people now have a voice thanks to Twitter, and this has put

pressure on newspapers to produce information that is more in line with what people actually

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experience on a daily basis. Twitter's widespread adoption and use has effects on press freedom,

ethics, accountability, and how traditional media outlets engage with viewers.(Althiabi, 2017)

With the accumulating reliance on social media, the journalists of today are now expected

to be digitally competent in a sense that they are literate in handling information and are capable

of dealing with data, adept on the development of digital material, educated in interaction and

communication in a digital society, and knowledgeable in digital safety just to name a few. The

more they use online media to spread journalism the more these kinds of skills are required.

In regards to Digital Competence (Matić & Perković 2021) brought up Netiquette for two

important reasons: they believe that the internet world is overrun by unethical communication,

and ethics is inextricably linked to the journalistic profession. Journalists who follow the

professional code of conduct can develop their profession as a public good in the changing

working conditions and connections among digital communicators. As a result, they sought to

determine if journalists regard netiquette as a crucial digital competency. The media for which

they worked required to adhere to higher professional standards and an ethical code of conduct.

Gaps in Existing Knowledge

Existing studies show that the impact of social media to the paradigm shift of traditional

journalism is vast and like a double edge sword. Although it has proved itself to be a useful tool

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for the spread of information as a whole, it now also introduces new elements to the ecosystem

of journalism. Now professional journalists are dealing with their viewers feedback more

personally than ever before, they are also competing with citizen journalists that was made

possible because of the ease in the dissemination of news that social media provided. On top of

that they are expected to be digitally competent in addition to the usual journalist skills that they

are expected to have. Even though these are drastic changes to traditional media, people seem to

not even be aware of how much the impact truly is.

Although online media has shown to be very helpful (Lewis & Molyneux 2019) raises the

question of the extent of it. They have raised their concerns in regard to if social media’s

influence on traditional media is truly a net positive and the attitudes of people where they treat

social media as more important than other aspects. It is undeniable that social media is the

natural progression of disseminating news to the masses, however what are the changes that this

brings?

This study aims to explore and understand professional journalist’s shared perspectives

and experiences in their transition from traditional media to its online counterpart. The central

research question raised to these professional journalists is “What are the experiences that

transitioning from traditional media to its online counterpart brought?”. Specifically, to answer

the following questions?

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1. What are the challenges in regards to performing their task as a journalist in the traditional

and now in new media?

2. What are the actions used to cope with these challenges as they perform their task?

3. What are the impacts that social media has contributed in the field of journalism?

4. What is the vision for the journalism profession as the new media keep evolving?

Significance of the Study

This study is conducted to the benefit of the following:

Journalists. Both professional and citizen journalists would benefit from the findings of this

study as it pertains to the relationship of social media and journalism. It would help them

navigate and adjust to both the traditional media and its online counterpart, and better understand

how it would benefit from each other and use it to their advantage.

Social Media Practitioners. This study also explores the use of social media to disseminate

information therefore those that are in the social media industry like blogging, influencers and

the marketing teams of traditional media companies would benefit from this study. As the greater

understanding of how social media affected the dissemination of information could be used to

their arsenal.

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Future Researchers. The study's findings would be utilized to inspire future researchers to

pursue and investigate the same topic. This study's new insights and information could be a great

aid in expanding existing conceptions that future researchers could use as reference materials

with similar phenomena.

METHOD

Research Design

Qualitative Research-Phenomenology is the chosen research design for this study.

Qualitative research, and in particular phenomenology, is a suitable research design for several

reasons. Phenomenology is a research methodology that seeks to describe the essence of lived

experiences and how individuals make meaning of those experiences. It allows the researchers to

explore the lived experiences of individuals in-depth.

It helps to understand the subjective experiences of participants, rather than focusing on

objective measures alone. This understanding can be valuable in fields such as psychology,

sociology, and education. It also helps in understanding how participants perceive a particular

phenomenon. In this case the paradigm shift of traditional media to its online counterpart. It is

also open to unexpected findings which can lead to rich and unique insights into the lived

experiences of the participants. This flexibility is important when researching relatively

unexplored studies.

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Qualitative research typically generates rich data that can help researchers gain a deep

understanding of the research topic. Phenomenology, in particular, generates detailed

descriptions of lived experiences, which can be helpful in developing theories and hypotheses.

Phenomenology is also a participant-centered approach, it places a strong emphasis on the

participants' perspectives and experiences, this can lead to a deeper understanding of the research

topic from the participants' point of view.

Data Gathering

The researchers will be doing purposive sampling wherein the selection of participants is based

on pre-established standards. (Arikunto, 2010).

This study would interview 15 participants from networks across five provinces. Pampanga,

Tarlac, Bulacan, Nueva Ecija, and Bataan. Each province would have 3 participants, 1 for each

category of journalism; Television, Radio, and Newspaper.

Below are the participants that are needed for Television and Radio

● They should currently be operating within Central Luzon as a Journalist.

● Participants should be at least age 30-42 to hit the target of journalist that started in

traditional media

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● They should have at least 5 years of experience in journalism, specifically operating only

in traditional media.

● Each participant should be a professional journalist that started out in a strictly traditional

media broadcasting and later on, immigrated to publishing online news.

With Newspaper there are some altered requirements because of the difference in

circumstances.

● They should be currently operating in Central Luzon

● They should have at least 5 years of experience in print journalism.

● They don’t have to purely start with traditional media but would at least have

professional experience with print media.

● Experienced the decline of sales in newspaper

As the Newspaper has already been competing with the Internet long before

Television or Radio the researchers decided that some requirements would not apply.

Such as the age requirement and the need for them to start out as only practicing

traditional media.

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To make sure that people are willing to participate in this research, the researcher

would create a Google Form with detailed written information about the research

technique, the study's purpose, and their consent. The participants would receive this

Google Form and sign it to indicate their agreement. After they read, understood, and

authorized the paperwork with the participants' signatures, a day for their interview

would be scheduled.

The participants would be answering a set of questions prepared by the

researchers pertaining to their life experiences and insights on traditional and online

media. This would be answered through an online interview, for the sake of ease and

convenience for both the journalist and researchers, as this study would be conducted

throughout Region III, and some of the participants may be far and/or too busy. This is

also decided for the consideration of their safety as the spread of new Covid-19 variants

is still rampant.

All interviews would be recorded with the participant's consent. To establish the

validity of the study, the researchers would conduct the interviews, listen to each one, and

then type up all of the responses. All responses would be professionally examined and, if

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necessary, translated into English. The participant's records would be kept secure in a

folder and only the researchers would have access to them. The participants would

receive a copy of the transcript after the data had been acquired and recorded by the

researchers so they could check it for accuracy and reliability. The information gathered

in this study would be compiled and examined in order to draw conclusions and make

recommendations.

Data Analysis

After the data collection next in line is the data analysis. Through this, the researchers will

analyze the answers of every participant which will become the conclusion’s basis. It has been

decided that this study would be using a Thematic Analysis. It is a technique for assessing

qualitative data by reading through a collection of data and searching for patterns in the meaning

of the data to identify themes. Making sense of the data is an active reflexive process where the

researcher's personal experience is crucial. (Maguire & Delahunt, 2017)

This analysis would be conducted as such:

Step 1: Understand the information and data offered.

Step 2: Assigning initial codes for said data

Step 3: Search for similar patterns in the data that are interesting or important

Step 4: Review the patterns in data

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Step 5: Finally refining the topics with the intention of determining the fundamentals of what

each subject is about

Step 6: Write-up.

Ethical Considerations

Prior to starting the data-gathering process, the researchers would like to request the

approval of the Ethics Review Board (ERB). The decision of the Participants whether or not to

participate in this study is voluntary and will not affect their relationship with any person or

organization. If the Participants’ decision is to partake in this study, they have the right to

withdraw and not to continue at any time without penalty and prejudice.

Before conducting an interview or using someone's personal information, it is a must to

obtain their informed consent. For this reason, the participants would be informed of the purpose

of the interview, how their information will be used, and any potential risks or benefits of

participating prior to the interview being conducted via a written consent form. If requested the

researchers are willing to practice anonymity and confidentiality among their participants. In

some cases, some of their private information like their name would be needed as this study

might require it. Since the participants are public figures, their names are important to the paper,

however in the case that sources request anonymity or confidentiality to protect their privacy or

safety. It's important to respect these requests.

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The researchers would be the only ones with access to the collected data. In order to

prevent leakage, all information would be kept in a file folder and kept secret while being

handled. In the event of a data breach, the participants would be advised by the researchers to

take all reasonable efforts to prevent the information from leaking and delete the information as

soon as is practical. The researchers would tell the participants that they are aware about the

information gathering and disposal processes and would inform them that all of their responses

were secure. Each participant are entitled to information about the data collection method.

References

Thomas, C. (2013). The development of journalism in the face of social media.

Yousufi, Y. H. A. (2019). The Role of Social Media Journalists in TV News: Their Effects on

the Profession and Identity of TV Journalism, the Quality of News, and the Audience

Engagement.

Dubois et al. (2018). Journalists’ Use of Social Media to Infer Public Opinion: The Citizens’

Perspective

Teves, E. C. (2016). Breaking Television News: Is Social Media Coverage You Can Count On?

Nguyen, M. N. (2022). JOURNALISM AND SOCIAL MEDIA: THE TRANSFORMATION

OF JOURNALISM IN THE AGE OF SOCIAL MEDIA AND ONLINE NEWS.

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Alejandro, J. (2010). JOURNALISM IN THE AGE OF SOCIAL MEDIA.

Pradhan, P. (2018). A study on Journalistic use of Social Media.

Lewis, S. C. & Molyneux, L. (2019). Social Media and Journalism: 10 Years Later, Untangling

Key Assumptions.

PANTIC & CVETKOVIC (2020). Journalism Practice in a Digital Age: Utilization of Social

Media in Online News.

Matić & Perković (2021). Digital Competences of Journalists.

Althiabi, S. (2017). The Emergence of Social Media Networks and Their Impacts on

Professional Journalism Practices in Saudi Arabia.

Gonfa, B. M. (2019). The Perceived Impact of Social Media on Mainstream Journalism

practices: The case of Ethiopian Broadcasting Corporation and Fana Broadcasting Corporate

(Case Study).

MWONGELA, K. F. (2015). A STUDY ON HOW SOCIAL MEDIA HAVE CHANGED

NEWSROOM OPERATIONS IN KENYA: A CASE STUDY OF THE STANDARD GROUP

AND NATION MEDIA GROUP.

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Bernat, S. (2016). Forces at Work: Workforce Perspective in Print Journalism Amid Paradigm

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Tuneva, M. (2022). Journalism in the digital age and the role of media self – regulation.

Sivek, S. C. (2010). Social Media under Social Control: Regulating Social Media and the

Future of Socialization.

Hermida, A. (2012). Social Journalism: Exploring How Social Media is Shaping Journalism.

Arikunto, S. (2010). Research procedure: A Practice Approach.

Maguire M. & Delahunt B. (2017). Doing a Thematic Analysis: A Practical, Step-by-Step Guide

for Learning and Teaching Scholars.

Onumah C. (2018). A Comparative Study of the Digital Transition of the Print Media in Nigeria

and South Africa

Belair A. (2017). PRINT MEDIA AND SOCIAL MEDIA, THE COEXISTENCE AND NEW

STRATEGIES

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