Parece-me um texto de leitura obrigatória, este de Bernard Lunn no ReadWriteWeb.
Diz-nos que a ‘organização do trabalho’ que substitui a integração vertical dos media tradicionais é uma de sobreposição de camadas…uma espécie de pirâmide produtiva não rígida, com porosidade suficiente para que todos os níveis contactem entre si.
* Bottom: millions of eyes, with camera phones, SMS, Twitter, whatever works at the time. No media firm can replicate this. When people talk about funding journalism through non-profit foundations, it should be along the lines of: make sure everybody in the Peace Corps knows how to do this, or give Amnesty International money to report on prisoner abuse, or give Greenpeace money to report on environmental issues. In fact, not much else is needed beyond what is already happening; the crashing prices of cell phones is making this available to billions of people.
* Middle: the spotters and amplifiers, people who see the potential importance of a story and do a bit more research online and use their network to push the story out. Many of these people have an axe to grind, which makes them motivated, but one has to take what they say with a grain of salt.
* Top: the final mile of media, the trusted brands. Each has to earn the public’s trust every day. When you see a news item coming from multiple sources, which do you click on? Different clicks for different folks; this is no winner-take-all market. Can be MSM, can be niche. But that trust is earned every day. Facts have to be checked, and that takes time, money, and training.