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Market driven Journalism

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  1. Introduction.
    1. The effects of market driven journalism on the fourth estate.
    2. Innovation in the media.
  2. Richard Pagliaro's comment - American ?Nike? stars were dominating ESPN's coverage of the Australian Open.
  3. ESPN's quest for profits and market-driven sports journalism.
  4. Semiao's steadfast position regarding Playmakers.
  5. Market driven journalism - questioning of the integrity of media outlets and those individuals that report the news to consumers.
  6. Conclusion.

The effects of market driven journalism on the fourth estate are questionable at best and disastrous at worst. In market driven journalism, ?viewers and readers are transformed into customers, news into products, and circulation or signal areas into markets? (McManus, 1). A prime example of the negative effects of market driven journalism can be found in the realm of sports journalism, specifically at ESPN. The popular sport network's market driven focus and attention to the bottom line has resulted in less diverse television programming for viewers and questions about the integrity of ESPN's reporters and a lack of faith in sports journalism in general.

[...] Market driven journalism also leads to the questioning of the integrity of media outlets and those individuals that report the news to consumers. ESPN's journalistic integrity was just recently questioned by Oklahoma head football coach Bob Stoops. Stoops said on Tuesday, November 16th, in his weekly news conference that college football poll voters should be made aware that ESPN has a contract with the Southeastern Conference. This statement was made in response to the network's Saturday morning college football analysts stating multiple times that Auburn should be the nation's No team and not Oklahoma. [...]


[...] Croteau, David, Hoynes, William. The Business of Media. (Thousand Oaks: Pine Forge Press, 2001). Cohen, Elisia L. ?Online Journalism as Market-Driven Journalism.? Journal of Broadcasting and Electronic Media 46 (2002): 4. Fernandez, Bernard. ?Another Body Philadelphia Daily News November 2003. Greenfield, Aaron. ?ESPN Pitchmen Sacrifice Their Shrinking Journalistic Integrity,? St. Petersburg Times September 2004. Grimshaw, Colin. ?Living Dangerously,? Campaign March Kim, Steve. ?Max'D Out on ESPN, Kellerman Moves to Fox Sports,? Max Boxing [...]


[...] In response to the complaints of two of its biggest money-making partners, ESPN pulled the plug on Playmakers after only one season. The network was bombarded with letters, emails, and phone calls from Playmakers' fans protesting the decision, but their pleas fell on deaf ears. ESPN is in competitive news market where media firms face fewer ad buyers and fear the consequences of exclusion from future deals with advertisers (McManus, 76). ESPN believed that Playmakers wasn't worth the risk of alienating the NFL and Gatorade, two companies who could easily take their advertising dollars to competing sports networks. [...]

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