Week 3: Chapter 2, 'Agents of power'.

Reading: Chapter 2 - Agents of power in The Daily Miracle: An introduction to Journalism / David Conley & Stephen Lamble. Melbourne, Victoria. Oxford University Press, 2006. 3rd ed.

• Which media function do you think is the most important and why?

The most important function of the media is to serve as a system to check up on, and monitor the activities of the government and the people elected by the Australian public to represent them in Parliament.
Conley & Lamble (2006, p.26) indicate that the 'media play a critical role in providing information about, and informed criticism, on parliaments and their members'. Chapter 2 provides an extensive debate on what style of news best informs the public, television is by far Australia's most popular medium for news consumption (66%). Newspaper reading is a less popular form of media consumption (22%), but newspaper readers seem to be more well informed and their depth of knowledge appears to be far greater than their square-eyed counterparts.
Despite television media being more popular than newspapers, I think newspapers, especially those considered to be 'quality' press, serve the most important function of the media.
'Quality' press, as Chapter 2 indicates, have a higher sense of responsibility to present an unbiased, opinion forming and educative news experience to readers.
Their appears to be a popular school of though that believes that despite the medium, the bottom line comes down to the fact that newspapers are a commercial enterprise and Journalists wages and job security rely mostly on advertising revenue, therefore the advertiser reigns supreme.
'Quality' press is also defined by the subdued advertising and it is also this 'quality' press that seems to ruffle the most feathers by upsetting advertisers and politicians, somewhat dispelling the aforementioned theory.
I therefore feel that the 'quality' press is the most important format as it functions the best at holding elected politicians accountable for their actions.

• To what degree should journalists be concerned about their employer's profitability and readership/viewership figures?

Profitability and readership/viewership figures are inevitably going to have a great affect on an employee. If a news source is not profitable and has low readership/viewership, employees are going to lose their jobs.
Evidence shows however, that there is room for quality journalism to be profitable. Mayer (1968, cited by Conley & Lamble) developed the categorisation system that distinguishes the difference between 'Quality' and 'Popular' press. By Mayer's standards, there are clear distinctions that make The Australian, The Age, Australian Financial Review, and The Sydney Morning Herald 'Quality' newspapers.
Table 2.2 'Newspaper Circulations' (Conley & Lamble, p.41) clearly shows that, despite not leading the pack, that circulation of 'quality' press in Australia is high.
Profitability and numbers should never affect what or how a journalist reports. Journalists know wrong from right, and if the owner of a paper is slanting what they report, it may be time to move on.

• Is it reasonable for the owner of a media outlet to direct editorial policy and to make editorial decisions on political and other issues?

It is never reasonable for an owner of a media outlet to direct editorial policy or to make any decisions regarding what is reported by their outlet.
Bruce Guthrie, former editor of The Age (cited by Conley & Gamble, 2006, p33) indicates that 'the biggest threat to newspapers comes from a management desire to please shareholders and readers'
Guthrie also contends that breaking down the 'church-state' separation of editorial and management may be profitable, but it is devastating for thinking readers.
Again, editors are not stupid, and readers are also often fairly intelligent. Readers are going to spot ownership input, they have many times in the past, and it has a very negative affect on the reputation of the newspaper. It's not only a morally reprehensible act, but it's ultimately going to affect circulation and sales, therefore the bottom dollar of the owner, maybe a good decision to sit this one out!

• Does investigative journalism really matter? Does it sell newspapers or increase ratings?

Investigative journalism really does matter. Does it sell newspapers or increase ratings? One word... Sort of? IGUANAGATE!