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Small/Medium Market Models of Media Convergence in the Midwest
Englisch
159 b
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There is a large body of research on a recent§movement in the news media referred to as §convergence. This practice of sharing resources§between media organizations takes many §forms and is found in major markets. Research has,§so far, given little attention to §convergence models being put in place in smaller§markets. This qualitative analysis uses §interviews to examine various models for implementing§and operating convergence §between newspaper and broadcast newsrooms at three§organizations in the Midwest. §Interviews and site visits with managers at converged§sites uncovered training challenges §and the problems of overcoming cultural differences§between newsrooms. An analysis §using diffusion theory helps show how smaller markets§prove to be a fertile testing §ground for newsroom convergence because of their§size, versatility, and need to §economize resources. This study recommends increased§small market convergence §efforts and ways large markets can emulate small§market management conditions by §centralizing management of a converged newsroom in§order to create a flexible and §successful convergence model.
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