Summary of article 'Old and New Media: Blogs in the third age of political communication' by Ian Ward & James Cahill, for MDIA5003 course.

1. MDIA5003
Online & Mobile Media
Week 4 - The Blogosphere
Shane J. Veness

2. Online & New Media:
Blogs in the third age of political communication
Ian Ward & James Cahill (2007)

3. Before the Blog
Traditional sources of information: ‘top down’ influence

4. Anno Blogini...
In 1999, web logs were in their infancy...
By the mid-2000s, ‘blogs’ considered mainstream
Symbolised ‘the difference between old and new
media’ (Frost 2004)
The ‘third age of political communication’ (Blumler,
Kavanagh 1999)

5. What are blogs?
Blog, a portmanteau of ‘web log’
Originally ‘personal webpage diaries’
Written in ‘personal voice’
‘Bloggers tend to write about topics that matter to
them’ (Gill 2004)

6. Why do they matter?
‘Erode..the gatekeeping control which mainstream media
exercise over political news...’ (Ward, Cahill 2007)
Seen as the next communication technology to revolutionise
information promulgation
Citizens can now ‘both generate and consume political
news” (Ward, Cahill 2007)

7. The Rise of the Internet
By the mid-90s many mainstream print and broadcast
organisations had a digital presence
These were followed by online-only news sites (Slate,
Crikey.com)
Still followed the traditional formula of professional
reporters and editors for publishing content

8. Why did blogs gain popularity?
Blogs require little capital
Publishing to mass audience is easy
Anyone with a computer and internet access can produce one
Even easier today! (WordPress, Blogger, etc)

9. How do blogs affect political news?
The Internet holds vast information such as ‘government
reports, political speeches, and news interviews’
Previously only available to professional journalists
Allowed the preparation of current and authoritative analysis
of political affairs by amateurs

10. How do blogs affect political news?
Mainstream news organisations now have blogs of their own
Still predominately an amateur activity though some
bloggers could be said to be in the news business
Cover a huge range of topics and sub-topics, especially in the
political domain

11. Political blogs
Fill in gaps where mainstream media has shrunk away
Allows people to seek out information they are interested in
Opens up a dialogue rather than a ‘lecture’ from news elite
The ‘fifth estate’: “obsessive fact-checking and analysing of
mainstream news media” (Ward, Cahill 2007)

12. Hold on! Serious journalism?
Bloggers rely on mainstream media for information...
Most of the links in blogs are to ‘elite mainstream news
organisations’ (Ward, Cahill 2007)
Blogged information can be dubious
Or “simply vehicles for corporate marketing or public
advocacy by established lobby groups” (Ward, Cahill 2007)

13. Success stories: Trent Lott
Mainstream media ignored racist remarks by then (2002)
senate majority leader, Trent Lott
Picked up on by bloggers, the storm of criticism and scandal
that followed lead to Lott’s eventual resignation
All similar stories seem to come out of the USA; what about
Australia?

14. Blogs in US & Australian Politics
There is a growing Internet audience for news
Blogging has not taken off in Australia as it has in the US
US recognises blogging as a legitimate medium, by
politicians and in law
Blogs are extended the same protection as newspapers,
broadcasts, and professional journalists

15. Blogs in US & Australian Politics
Not so in Australia
“Blogging has not become a popular forum for the
discussion of Australian politics and public affairs” (Ward,
Cahill 2007)
Most Australians still use mainstream media for news
Far fewer Australian based blogs than in other parts of the
world

16. Fundamentally different political systems
First Amendment rights protect the free speech of bloggers in
the USA
Mainly because of differences in party systems and
candidate election
USA: candidates are voted in on personal record
Australia: candidates are voted in on party policy

17. Fundamentally different political systems
US politicians are more open to influence and persuasion,
can ‘cross the floor’ on issues
Australian politicians can be turned out of their party for
doing so
US politicians rely heavily on their own efforts and fund
raising, not party support
Australian politicians rely on party campaigns, headed by
the party leader

18. The End! What have we learnt?
Blogs have significant economic advantages
Easily accessible by anyone with an internet connection
Can reach large audiences quickly and cheaply
“Not all political systems... foster... blogging in the way that
the USA has.” (Ward, Cahill 2007)
“...political communication involves politics as well as
communication technologies...” (Ward, Cahill 2007)