Media gatekeeping & campaigning

Having made frequent references to media disintermediation, I thought it would be instructive  to take a look at media gatekeeping. Particularly in light of the previous post on Brexit and the idea that electorates were “tired of experts”.

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Media gatekeeping in a traditional context meant that the flow of information and opinion went through a filter consisting of the traditional mainstream media (MSM). This meant that relatively conventional opinions (either side of the prevalent political spectrum) were what the audience was presented with and told they had to chose from.

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However, digital media now means that the role of MSM as gatekeepers is greatly diminished. A new visualisation of this process would now look something like this:

 In this model, if the news information (N1,N3) from alternative sources and the campaign is discarded by the traditional gatekeepers, they can bypass the latter and reach their audience.

Not only are the options available to organisations to bypass the gatekeepers and communicate directly with the audience far more powerful, there is also a proliferation of information sources. These can be new media such as digital only news providers, powerful individual influencers or the audience members own social networks (e.g. friends and family). It should be noted that the relative weightage given to each news source does have demographic differentiations.

However, for a broad based campaign, the implications of this change in gatekeeping is that not only the content presented have to change but  as I’ve written previously, the media mix that a campaign has to deploy is more diverse and complex.

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