Social Media redefining the frontiers of Journalism An Investigation into the Influence of Social Media on Newsroom Operations of Mainstream Media in India

Abstract

newline The present research aimed at finding the influence of social media on newsroom operations of mainstream media i.e. sourcing, selection, production, and dissemination of news by both print and electronic media in India. To explore the areas in question, in-depth interviews with subject experts i.e. journalists working with both print and electronic media in India both at the national and regional levels were duly conducted. newlineBased on the evidence and thematic analyses of data and information from the field, this research proposes a model with regard to influence of social media on mainstream media in India which is termed as Four Cs of Social Media Influence i.e. collaboration, cost-effectiveness, challenges, and compulsions. The impact is decoded through the proposed Four Cs which remain at play whenever mainstream media engage with social media for sourcing, selection, production and dissemination of news. newlineIn conclusion, social media networks have given rise to a collaborative and participatory production of news which is an optimistic change. The routine sourcing of the user-generated content has added value and perspectives to the journalism practiced by mainstream media in India. Journalist s personal engagement has emerged as an opportunity for them to build trust with the audiences/readers and raise their credibility. Secondly, the cost-effectiveness of social media has triggered some significant operational and structural changes in news organizations. Social media has also had adverse repercussions for mainstream media. In regard to sensitive issues, the victim s identity or name of the communities are easily made known on social media. Then, the trends on social media or virality of the messages have become a significant factor in the selection of the stories. This has reduced the power of the editors in the newsrooms. The fake news broadcasts and misreporting have emerged as another challenge. newline