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suture of these analyses is that a weakened political sphere confers on journalism
functions and responsibilities that it is at best half-equipped to assume: agenda
definition, interest aggregation, civic correlation, and sense-making.’ The recent
increase in news ‘hypes’ in the Netherlands and elsewhere – as a result of the
speeding up, competition and concentration in the dissemination of news –
shows that journalistic ethics and practice vis-á-vis its role in public commun-
ication are lagging behind. The new challenges require responsibilities beyond
traditional journalism.
On the other hand, the new media offer scope for ‘instrumental journalism’, as
I have called the work in the new information services. As yet there are no clear
professional profiles or training requirements in this field. The new information
broker appears to be an unspecialized Jack-or-Jane-of-all-trades. The emphasis
will be, for the time being, on exploring and developing new techniques in
the direction of meaningful and profitable exploitation by information services
(product development). A knowledge of the technology, of layout (computer
graphics) and of the compact, brief and sequential presentation of information via
menus and trees, is essential. Of course, basic journalistic skills remain important.
Moreover, information and database management – skills thus far mostly found
among documentation professionals – will gain in importance, while knowledge
of and orientation towards target groups are basic conditions. Indeed, the
individual user pays the piper and calls the tune, thanks to direct feedback via
interactive techniques and paying per unit used. Journalism and marketing will
have more to do with each other than many an old press dog would wish.
A number of these changes will have repercussions for journalism in general.
Digital techniques join previously separate flows of information in networks and
increase the options for users. The importance of journalistic distinction, the
recognizable surplus value of journalism vis-á-vis the products of documentation
professionals (such as documentalists) and publicity professionals (such as PR
agents) is increasing, not in the last instance because journalistic information has
its price.
Moreover, the journalist’s work will be increasingly less bound to specific
media. ‘Single source, multiple media’ is a term often heard in this connection.
This means that journalists will find themselves more frequently on publishing
desks, together with layout and marketing staff, and that they will work
individually and from a distance as modern teleworkers. This threatens the
collective culture of the editorial desk, always an important factor in and guarantee
for the transfer of professional skills and values. The threat will increase as the
different provisions that have always served to protect editorial space against
commercial and political interests, come under pressure. Public broadcasting is in
deep water here, both as a matter of principle (legitimation) and of practice
(finance). The scope of responsible journalism – in practice especially the press –
in the market sector, is increasingly dependent on a decreasing number of
owners. There is a risk that the ‘enlightened’ media owner of yesteryear, with
their understanding of journalism’s specific position, will be replaced by owners
with an eye to ‘return on investment’ only. The risk increases as new players flow
in from ‘outside’ as a result of the convergence of media and telecommunication,
but by definition lacking all affinity with media culture. In that light, it may be