Jeff Jarvis: “People share a lot of things on the internet but really do not read anything

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Journalist and blogger tells ABC keys technological upgrading of traditional media


His name commands respect and admiration. Not for original, but because this is one of the key figures in this digital journalism. From his own hand, or rather, from his computer have left important essays that have been the reflection stage of the media of mass on the process of adaptation to the technological revolution.

Because the Internet is no longer a luxury, but a place that houses knowledge . And so it is clear Jeff Jarvis at various points in the interview with ABC, wherein the well-known journalist, columnist for “The Guardian “and professor of New York Graduate School of Journalism , believes in journalism, the value is the selection and mediation instead of creation, which is a facet.

His enthusiastic conception of the new journalism collides with reality, where the traditional media are struggling to excel in a new setting.The result of its momentum, and despite that if you put the focus on our country there are signs of hope (“In Spain has emerged much innovation in the digital world “) believes that there are still many unsolved fringes.

On several occasions, we have been able to hear that newspapers were shooting themselves in the foot, a thesis that remains today. “Some newspapers have found a new way of doing things, for example in the US One company I work with called Advance Internet , which is actually a 100% digital company. Here all journalists working in the digital environment and other office next is responsible for transforming the digital content for a hard copy, “says Jarvis, who will speak on Wednesday along with other experts in the Google Big Tent Madrid, an event that this year will discuss the future of journalism and digital media .

At 60, and with all he has seen and studied the question of whether or not you have a lot of life to the role as a support for the media produces, while doubts (“maybe never”) and a prediction: ” all the means that were published on paper are tasked to become profitable, autonomous and successful companies prior to be impossible. “

And in that exploration in walking the traditional media discussion of charging for content, a move considered “suicide” arises. In his view, “there are models that can pay for content,” but it’s not the smartest way. ” In his forthcoming book, “Geeks bring you gifts”, it lists the new ways of reporting the news.

“We have to forget the idea that we are in the business of content.Because we’re not. Content is one of many tools. After all, journalism is a service and content is part of this service. You can provide this service due to content. And, therefore, your mission is, as a service, is to know what the expectations and satisfy your readers through the tools you have at your fingertips , “he says.

In the end it becomes a mercantilist decision where you have to assess supply and demand.However, this concept may involve questions about whether adopting this stance, the media end up building a banal and full of gossip journalism. For this expert not quite well (“we all like the pictures of kittens, but we also love other things and it is not the only hope of life”).

In fact, says that the problem lies mainly in the business model and can be used to deliver the news. ” They have established and form new relationships with the community on a service that will provide a community in a collaborative ecosystem. “

Exemplified arrival in New York from Hurricane Sandy, in late 2012. The media coverage seemed insufficient. “The objectives, as a consumer of news, were very clear. He wanted to know the roads were cut off and where the cafeteria was closest with internet connection. And what do I read in the newspapers ? Many articles saying that had fallen many trees and many roads HV “he laments.

Minutes care

“There are many other ways to get these journalistic goals, new ways of delivering this service beyond mere article and publish reports. The most important factor that the business model. What we did was take the economy of the mass media that we had and we just pass it to the Internet without any change. They are corrupt , “minimized.

Jarvis argues that the problem of the media is having transferred the same traditional model to the digital environment. “We talked before the roll, readers. Now do the same with the number of visits, times readers click. But there are more models. Everything is measured in terms of its volume, not its value, which leads in 20 kittens that make you happy for a minute and do not add anything “critical.

So how do you measure that value? “There is a company in New York called Chartbeat which states that attention is a lot better than volume metrics. They have seen that, among other things, people share many things on the internet but really do not read anything, they merely propagate everything that comes to them without reading anything when people write something is because they want to read them. The care and quality are two values ​​that go hand in hand , “he adds.

The new metric systems continues, “need to focus on how we have helped a community” in a particular field, ie, the extent to which our service has brought them help. Even at present, and as online advertising is, ” I am convinced that if people give it a more relevant service and higher value we will get to pay a lot more attention and therefore more understanding ” considered.

There goes the major search engines like content distribution channels where newspapers are set to attract potential readers. “In the last ten years has tried to manipulate the results of the search engine Google.We have now moved to a situation in which an attempt is made ​​to manipulate the social engine, that is, to users. But it is what it is, nothing brings relevance and value. T e have to develop a model that goes into this . “

Aware of privacy

Following cases such as reliefs Nacionao Security Agency US (NSA) , the feeling that users are more conscious about their online privacy. “Yes, but users have always been aware of their privacy. Turning the argument, the internet is a wonderful place to share things and horrific place to mantain secret ‘place.

“Internet is not traditional media ‘

However, in many cases are detected how social media echo false and misleading news, to make matters worse, remain in the search engines are as people believe it. How do you fight against misinformation? “The starting base to believe that the internet is a medium as a means traditions is a mistake. Internet is not traditional media, it’s like the street corner where there is stupid and annoy. There Scoundrels and others are not. There is everything. I always tell my students that when they see a problem immediately see the opportunity that creates this problem and solution is. “

He has over 5 years of experience as Online Media and Marketing Consultant, which allow him to enable companies to enhance and meet their Digital marketing goals. He has experience as both in-house and Agency Digital Marketing Experts. Ha has spent the most recent 4 years of his career focusing building Strong terms of Digital Marketing for his clients. In addition to his strengths on Building Brands and Serving Online Marketing strategy for his clients.

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