As journalism finds its new form, more writers work for free. It can be hard to land a spot on the White House Press Corps without press credentials, but spouting off about someone else’s coverage requires little more than an Internet connection. Many of the reporters who still have work in newsrooms are being asked to blog, tweet and link throughout the day, lessening the time they are able to devote to reporting, and adding to the influx of opinion on the Web.
Tim Gleason, dean of the University of Oregon School of Journalism and Communication, commented in The Oregonian that while the transition of the industry presents an exciting time for journalists, it also alters the balance between objectivity and opinion. “The standard of fact-based reporting has been corrupted, and even though there is much to praise in the interactive participatory online world, we must all work much harder to determine the truth of the information we’re receiving,” he wrote.
Digging through rants, raves and rambles to find the kind of unbiased reporting that makes for quality journalism might be a worrisome proposition, but the consequences of additional opinions on the Web doesn’t stop there. In the worlds of sales, marketing, public relations, and search, among other places, opinions are valuable.
In a thought-provoking look at the near future of an emerging field known as sentiment analysis, The New York Times notes that “for many businesses, online opinion has turned into a kind of virtual currency that can make or break a product in the marketplace.” The use of sentiment analysis to harvest and capitalize from opinions raises some questions. How will critics, reporters, bloggers, or even casual tweeters respond to their work being used to sell products or services? Is the line between paid positive reviewers and independent reporters blurring? And which is taller, the moral high ground an independent columnist or reviewer stands on, or the new SUV courtesy of sponsored-opinion checks?
