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Read, Not Dead: A Case Study of # redanddead Viral News Spread . 14 th International Symposium on Online Journalism. University of Texas, Austin. 04/19/2013. Geoffrey M. Graybeal , Jiran Hou , and Carmen Hernández-Ojeda . Intro. - PowerPoint PPT Presentation
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04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
Read, Not Dead: A Case Study of #redanddead Viral News Spread
Geoffrey M. Graybeal, Jiran Hou, and Carmen Hernández-Ojeda
14th International Symposium on Online Journalism. University of Texas, Austin.
04/19/2013
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
Intro
• August 2012, The Red & Black shifts control from student editors to hired professionals.
• Students resign; form digital-only publication, The Red & Dead.• Twitter account: @redanddead815;
#redanddead Facebook Page: Red & Dead.
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
Literature Review
• News content on Twitter Networks. – Few studies on journalism/breaking news (Brown-Smith, 2012).
– Traditional news orgs primary source of info (Lariscy, Avery, Sweetser, &Howes, 2009).
• Online Influences (Cha, Haddadi, Benevenuto & Gummadi, 2010).
– User influence-content based (news)/conversational based (celebrities).
– Topical influence.• Information flow and Twitter/Preferential Attachment
(Himelboim, McCreery & Smith, 2011; Himelboim & Han, 2012).
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
Research Questions
• RQ1: What role did social media play in spreading news of Red & Dead?
• RQ2: How did news of The Red & Black editors’ resignation spread through Twitter so quickly?
• RQ3: How were the Red & Black editors able to build a sizable audience for a digital-only publication?
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
Methods
• Content analysis.– 500 tweets from the @redanddead815 between
Aug 15 to Aug 21, 2012.– 111 articles pulled from the Internet.
• Social network analysis. – A Twitter-topic network of The Red and Dead.• 304 Twitter users and 840 user relationships were
captured.
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 1. What role did social media play in spreading news of Red & Dead?
• 80% of @redanddead815 tweets were posted during the account’s first three days.
• Red & Dead asked for followers and influencers to spread the news.– Half of Aug. 15 tweets fell into the request and
outsider influence categories.
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
Red & Dead Timeline8/15. 3:58 PM. First Actions:
Twitter, Facebook, Website
8/15. 5:00 PM Influential
Tweets: Huffington Post and USA Today
8/15. 6:30 PM.
Twitter Impact: 1000 followers
8/15. Local Coverage
8/16. National Coverage
8/16. 125,000 website views
8/20 Reinstatements
8/21 Back to Red & Black. 4:38 PM. “-
30-”
RQ 1. What role did social media play in spreading news of Red & Dead?
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 2. How did news of The Red & Black editors’ resignation spread through Twitter so quickly?
Red & Black alumni, ties. •Journalism. –Influential journalists first tweeted.–Professional organizations and advocacy groups. –Student journalists.
•Red & Dead specific strategy. – Targeted influential people and organizations.
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 2. Findings
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 2. Findings
“We worked hard to make sure the right people knew about our
situation.” Lindsey Cook (@lindzcook)
950,000 followers
100,000 followers
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 2. Findings
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 2. Findings
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 3. How were the Red & Black editors able to build a sizable audience for a digital-only publication?
126,000 page views w/in 36 hrs.• News coverage.– Viral nature.
• Social media.– Tweets drove traffic.
• Key document.– Stories covering the incident referenced the blog
publication.• Name recognition.
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 3. Findings
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 3. Findings
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
RQ 3. Findings
04/19/2013. 14th International Symposium on Online Journalism Read, Not Dead: A case study of #redanddead viral news spread
Discussion
• Traditional news still matters. – Key players spreading content through SNSs.– News coverage audience. – Journalists pivotal in enabling story to “go viral.”
• Ambient journalism. • Topical influencers spread info (resonated
beyond Georgia). – Student Press Freedom, college media, journalism.