The relationship between journalism, communication
and the general public will be ever evolving as society continues to change. This
relationship can be strengthened once particular patterns are recognised in the
public’s behaviour toward the media. Results taken from a poll of 436 university
students showed a trend towards changes in the public’s attitude towards the media.
When an individual’s sample was extracted from the poll it became evident that
an online audience was taking shape in society. This gives an indication of the
types of media that should be generated to accommodate this change.
Below is a graph illustrating the types of media
utilised by a single student over a ten day period. It is clear from this graph
that the laptop was the most common medium, and it can also be said that accessing
the internet was the most frequent media usage.
When the individual’s data was compared with the
survey in Fig.1, it supported the findings that the most common form of media, due
to its ease of accessibility, was the internet. Over 75% of those polled
admitted they used the internet for up to 4 hours a day.
Fig. 1
Acknowledging that the internet was the most
frequent media usage, it was important to establish what types of online
activity was conducted for the media to target a specific audience.
The students stated that their internet usage
mainly consisted of accessing the social media site Facebook, emailing, general
surfing and research (Fig. 2).
Fig. 2
This trend was also evident in the individual’s Media
Use Diary (Fig. 3, portion of Media Use Diary) as the majority of the time spent online was accessing
Facebook, Hotmail or Google.
Fig. 3
If media forms such as radio or news wished to
increase their audiences it would be beneficial for them to make online access
easier. The data from the poll shows that to keep up to date with the latest
news, over 65% of student’s accessed online newspapers (Fig. 4). To strengthen
the relationship between journalism, communication and the public, the use of the
internet as a popular form of accessing radio and the news would be beneficial.
Fig. 4
The most common channel of listening to music was
via an iPod or phone; however there is still a large majority that use their
computers. Therefore, if radio was to be broadcasted regularly on Facebook, a
bigger audience could be reached (Fig. 5).
Fig. 5
Based on the findings derived from the data a
conclusion can be drawn about the role of journalism and communication in a
changing society. To ensure that the
relationship between journalism, communication and the public remains strong
and relevant, a move must be made towards increasing accessibility to online
media.