Defence School of Languages, UK BILC NATO Conference Prague 2012.
Talk about media and influence to NATO defence college
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Transcript of Talk about media and influence to NATO defence college
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Strategic Communication and the Influence of the Media on Public Opinion
NATO Defense CollegeSeptember 2014
Prof Charlie BeckettDirector, Polis, LSE
E: [email protected]: @charliebeckett
Blog: www.blogs.lse.ac.uk/polis
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What are the three things you needed to know this morning and
where would go to find out?
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Networked News
• On demand – instantly, all the time – the consumer controls
• Interactive and participatory• Choice of non-traditional media
providers as well as mainstream media
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How news is now networked
• Newsgathering – social media is a routine integrated source for material and information for journalists
• Publication – social media is now a vital route to distribute content through sharing
• Sources direct – social media is now a place where the public can get information direct from government, companies or other organisations
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How did we get from this…
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…to this?
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Power to the people?
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Social Media Tells The Story
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Social Media Tells The Story
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Social Media Tells The Story
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Social Media Tells The Story
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Media is a battleground
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Social + Mainstream = Impact
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Social + Mainstream = Impact
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Social + Mainstream = Impact
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Social + Mainstream = Impact
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Social + Mainstream = Impact
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The effect on public opinion & policy
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The effect on public opinion & policy
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The effect on public opinion & policy
• News cycle much faster – stories framed instantly and agenda shaped more quickly
• Verification – people want filters but foster fakes
• Multiple news – people seek trusted sources in the face of over-abundance of information including peer referrals
• Personalised – people want to chose news to suit them: bubbles, solidarity, identity
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The effect on public opinion & policy
• Organisations need to establish their voice• Transparency is the online currency of trust• Interactivity is key to engagement• Be on all the platforms, all the time• Be strategic about who you want to influence
(niche, mass, switchers, nodes)• Be strategic about why you want to influence (behaviour change, opinion forming, media
space)
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Future Vision of Media
• Period of consolidation• Deepening of structural change Other big issues: Ownership Big Data Surveillance and privacy
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Strategic Communication and the Influence of the Media on Public Opinion
NATO Defense CollegeSeptember 2014
Prof Charlie BeckettDirector, Polis, LSE
E: [email protected]: @charliebeckett
Blog: www.blogs.lse.ac.uk/polis