A potential third narrative also exists. A systematic coding of over 34,000 print news stories in 19 countries reveals an “intermingling” of contradictory coverage trends that challenge ideal notions of what news looks like (Mellado et al., 2017). The question of how people determine news-ness fits within the larger framework of media genre. This dissertation studies the new class of political fact-checkers, journalists who specialize in assessing the truth of public claims -- and who, it is argued, constitute a professional reform movement reaching to the center of the elite US news media. New media, journalism, and democracy, Perceived accuracy and bias in the news media, The press versus the public: What is “good journalism?”, Journalistic views on hard and soft news: Cross-validating a popular concept in a factorial survey, Serving consumers, citizens, or elites: Democratic roles of journalism in Chilean newspapers and television news, Twittering the news: The emergence of ambient journalism, Audiences’ expectations on the interpretations of different television genres: A socio-cognitive approach, Six things you didn’t know about headline writing: Sensationalistic form in viral news content form traditional and digitally native news organizations, Just laugh! To capture this openness, the center of the news-ness model explores the range of norms, emotions, and attributes that are activated when assessing-news-ness. We outline four fundamental message factors (Lasswell, 1948)—what is communicated, how it is communicated, by whom, and where. That being said, a supplied genre label is not the same thing as a perceived genre label (Buckingham, 1993; Höijer, 2000). Only two measurement examples are highlighted here. Are ratings of news-ness different for a New York Times story that is read on Twitter verses in the printed newspaper? Surveys of U.S. journalists point to the importance of accuracy, fairness, neutrality, and serving as a watchdog (Gil de Zúñiga & Hinsley, 2013; Media Insight Project, 2018). Third, news-ness has great utility in multinational, comparative studies. These factors reflect traditional notions of news, as well as how news is reshaped and differently practiced in today’s hybrid media age (Chadwick, 2013; Mellado et al., 2017; Voltmer, 2013). Simply select your manager software from the list below and click on download. Second, leaving news-ness as an open concept not only allows researchers to examine when people recognize something as higher or lower in news-ness, but also what this classification means and how it affects them. News-ness capitalizes on this. We argue that media hybridization makes the classification of genres—and specifically the features that lead someone to consider content as more or less news-like—even more important for understanding audience sensemaking and response. News, he states turgidly, ""is about the economic, political, social, and cultural hierarchies we call nation and society."" We develop the concept of news-ness, defined as the extent to which audiences characterize specific content as news, to capture how audiences understand and process media messages. We propose the concept of news-ness as a way of capturing how audiences determine what is news, what news means, and why this genre label matters, in a hybrid media age. Figure 1. In this article, we outline five factors that may contribute to news-ness: what is communicated, how it is communicated, by whom it is communicated, where the communication occurs, and who receives it (Lasswell, 1948). Deciding What’s News : News-ness As an Audience Concept for the Hybrid Media Environment. Journalistic practices have traditionally favored a dispassionate, serious style of delivery, relying on quotations from experts to add context and color (Baym, 2010). 1. Is news still a special and high-status genre (Fiske, 1987), or has its meaning shifted to something less lofty, or more rooted in emotions? Deciding What's True: Fact-Checking Journalism and the New Ecology of News @inproceedings{Graves2013DecidingWT, title={Deciding What's True: Fact-Checking Journalism and the New Ecology of News}, author={L. Graves}, year={2013} } L. Graves; Published 2013; Political Science 1980. Deciding What's News has become a classic. At least in the context of a hard news, obtrusive topic (a governmental shutdown), the traditional news value of immediacy still holds weight for audience perceptions of news, whereas more fluidity appears to exist for the journalistic practices of fact checking and opinion-giving. [Herbert J Gans] Create a link to share a read only version of this article with your colleagues and friends. One where audiences (or certain segments) are reworking the news-democracy narrative to fit the modern media environment. Ultimately, the concept of news-ness allows for more flexibility in uncovering how certain media message factors influence audience ratings of news-ness (left side of the model) and what considerations underlie the meaning of news-ness (center of the model). Free shipping for many products! On its own, this finding may be unalarming. Please read and accept the terms and conditions and check the box to generate a sharing link. This site uses cookies. Younger adults, for example, are more likely to say they trust political satire, compared with older adults (Gottfried & Anderson, 2014). A researcher may choose to explicitly anchor the continuum with labels related to news and relevant genres/concepts (e.g., news vs. entertainment, news vs. fake news, news vs. advertisement) or explore how people use these labels on their own. Young (2020) argues that conservative and liberals differ in their judgment of hybrid media, with conservatives preferring “sharp distinctions between categories, between people, and between concepts” (p. 161), while liberals are more comfortable with hybridity (e.g., satire and celebrity activism). Thus, understanding when certain audience segments consider a media message to be higher in news-ness (while other segments consider it lower in news-ness) can explain differential effects. These are questions that the news-ness concept embraces by opening new possibilities for audiences to decide what they consider news, what the concept means, and its effects. We offer only a few possibilities, as marked with dashed lines, of what news-ness might signify to audiences. Some society journals require you to create a personal profile, then activate your society account, You are adding the following journals to your email alerts, Did you struggle to get access to this article? Taken together, studies of role performance and news-ness characterize the production and reception forces that give shape to an overall journalism culture. The type of information provided in a media message can also influence news-ness. Deciding What News to Trust on Social Media | Social media platforms are becoming increasingly popular news sources. I have read and accept the terms and conditions, View permissions information for this article. Exploring audience perceptions of media genre in a hybrid media environment, That’s not news: Audience perceptions of “news-ness” and why it matters, A “mix of attributes” approach to the study of media effects and new communication technologies, Drowning or waving? Gans, Herbert J. We believe news-ness is a concept that captures these dualities. Login failed. Woodstock (2014) describes this as the “news-democracy narrative,” where news is “the life-blood of a democracy” (Fenton, 2010, p. 3) and entertainment is viewed as a threat to news consumption, and therefore society (Prior, 2007; Putnam, 2000). Political topics, for example, can become “softer” if a story emphasizes a personal-angle, or reporters use an opinionated voice (Reinemann et al., 2011). While news-ness may be related to other concepts like credibility, it remains a distinct concept. Studying news-ness allows us to test whether these same standards apply, or whether new ones have emerged. Figure 2.1: I.F. Given the unfolding and error-prone nature of breaking news, this outcome may be less-than-desirable. Then write a few sentences explaining how you have shifted away from hard news, or, why you were never interested in it in the first place. Graves, Lucas. News-ness is a concept for studying deceptively simple questions in a complicated media environment. ^^back to the top. TO SUMMARISE: To decide what you should report, you must sort out news from non-news. We emphasize that the concept of news-ness is shaped by past scholarship using diverse methodologies. keywords = "audience, evaluations, genre, hybrid media, news, news values". In advocating for this focus, we acknowledge that embracing media as “both/and” (not “either/or”) can raise the question of whether genres labels are obsolete (Williams & Delli Carpini, 2011). The model begins with the most fundamental (and deceivingly simple) question that future studies of news-ness can provide a better understanding of: what is news? The conceptual message factors that we outline in the news-ness model (Lasswell, 1948)—what is communicated, how, by whom, and where—are relevant beyond the U.S. system. What is interesting, important, timely, to your audience a. Sign in here to access free tools such as favourites and alerts, or to access personal subscriptions, If you have access to journal content via a university, library or employer, sign in here, Research off-campus without worrying about access issues. Despite the headlines focusing on the same topic, we observed significant differences in news-ness. Find many great new & used options and get the best deals for Deciding What's News : A Study of CBS Evening News, NBC Nightly News, Newsweek and Time by Herbert J. Gans (1980, Trade Paperback) at the best online prices at eBay! Yet, hybridity challenges these delivery modes, raising the question of whether humor, outrage, and sensationalism can be infused into the delivery of current events information and still be considered news (Berry & Sobieraj, 2014; Young, 2020). Human interest stories are a bit of a special case. - "Deciding What's True: Fact-Checking Journalism and the New Ecology of News" Deciding What's News : A Study of CBS Evening News, NBC Nightly News, Newsweek and Time by Herbert J. Gans A copy that has been read, but remains in clean condition. In ambiguous source situations, what is the default (“I don’t know anything about this source”) assessment of news-ness? Stone clipped shirt-tails from the Times indicating the 1957 US nuclear test was detected far more widely than officials claimed. This is also true for identifying media genre. Are stories about President Trump (given his elite status as president) or a local school closure (given its proximity) rated higher in news-ness than stories about an unobtrusive political issue or a school closure in another state?2 Studies of news-ness can also identify the boundary work that audiences engage in when confronted with the hybridity of hard and soft news topics. Deciding what's news : a study of CBS evening news, NBC nightly news, Newsweek, and Time. A new preface outlines the major changes that have taken place in the news media since Gans first wrote the book, but it also suggests that the basics of news judgment and the structures of news organizations have changed little Gans's book is still the most comprehensive sociological account of some of the country's most prominent national news media. News-ness, for example, can be a gateway into addressing questions like “What does the label of news even mean?” (when audiences consider a media message as higher in news-ness, does this also correspond to higher trustworthiness and relevance?) (New York: Pantheon Books, 1979. Publication date. journal = "Journalism and Mass Communication Quarterly". A by-product of today’s hybrid media system is that genres—once uniformly defined and enforced—are now murky and contested. The current media environment makes news more fluid; it can be found in multiple spaces, formats, and locations. This mental picture is largely rooted in the news-democracy narrative that was prominent throughout the 20th century, and aids audiences in categorizing and interpreting a given media message. In addition, political congruence strongly shapes what partisans consider news. Political orientations also play a role in shaping news-ness ratings. Deciding What's News: A Study of CBS Evening News, NBC Nightly News, Newsweek and Time by Herbert Gans and a great selection of related books, art and collectibles available now at AbeBooks.com. There are certainly other ways of operationalizing news-ness to reflect a specific research question and design. (2017), future studies of news-ness may find that patterns cut across countries and media systems. Deciding what’s news: Story suitability. Testing these relationships, and exploring others, is key to understanding the extent to which audiences (or certain segments) are reimagining the meaning of news when they encounter different types of media. Research output: Contribution to journal › Article › peer-review. If so, studies will find that audiences (or certain segments) characterize media as low in news-ness when they do not adhere to traditional news forms (e.g., when embracing humor or opinion-giving). The left side of the model accounts for production and contextual factors of a media message. Herbert J. Gans. Full-time professionals laid out the front page. Audiences have agency in how they understand and make sense of media genres. Find out about Lean Library here, If you have access to journal via a society or associations, read the instructions below. This corresponds closely to what Hallin and Mancini (2004) describe as a liberal media system, where news is professionalized and detached from political influence and opinion-giving. Deciding What's News has become a classic. What is News? We see this as a valuable contribution, as there are at least three competing “news narratives” that future studies of news-ness can inform. Herbert Gans, Deciding What's News: A Study of CBS Evening News, NBC Nightly News, Newsweek and Time (Random House, 1979) Paperback reissued in 1980 by Vintage Books. Research finding that outrage and pro-attitudinal media are effective in spurring political participation (Wojcieszak et al., 2016; Young, 2020), or the debate over whether humor or satire programs can result in learning (Becker & Bode, 2018; Kim & Vishak, 2008; Xenos & Becker, 2009; Young, 2020), may be less of an indication that hybrid media are producing democratic effects, and more of an indication that some people consider these media messages to be news, and thus their encounters produce “news-like” effects. Just because a story is labeled as news on a website does not mean that audiences will adopt the genre label. We contend that defining “what is news?” will not be consistent for all audiences, content, or platforms. Likewise, the same thoughts, feelings, and attributes may not be linked with news-ness for all audiences, but differ by audience characteristics. News-ness is a valuable concept because it captures the openness and variability in assessments of news, which in turn can influence how audiences are affected by media. By exploring how certain factors result in certain assessments of news-ness, scholars can learn more about what audiences consider to be news. The source of a media message can also influence news-ness. Soft news and sensationalism reflect topics coverage decisions. The result is that tomorrow's news is going to look very much like today's, even if the world does not." Copyright 2020 Elsevier B.V., All rights reserved. [Herbert J Gans] -- "Herbert J. Gans is the Robert S. Lynd Professor of Sociology at Columbia University." Declaration of Conflicting InterestsThe author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article. Deciding What's News: A Study of CBS Evening News, NBC Nightly News, Newsweek, and Time. by. In this article, we (a) ground the concept of news-ness within research on media genres, journalism practices, and audience studies, (b) develop a theoretical model that identifies the factors that influence news-ness and its outcomes, and (c) situate news-ness within discussions about fake news, partisan motivated reasoning, and comparative studies of media systems. Three distinct types of media trust are introduced: 1) trust of news information, 2) trust of those who deliver the news, and 3) trust of media corporations. In other words, when audiences consider something to be more news-like, it releases them from the need to verify the message information. Indeed, past studies have found people are able and willing to render judgments about whether specific examples should be considered news, yet they struggle to provide concrete definitions of news (Costera Meijer, 2007; Edgerly, 2017; Tuchman, 1978). Journalism, Journalistiek, Journalismus. As part of National News Literacy Week, our newsroom is focusing on sharing with you how we decide what stories we cover. This item: Deciding What's News: A Study of CBS Evening News, NBC Nightly News, Newsweek, and Time (Medill… by Herbert J. Gans Paperback $24.95 Only 1 left in … Increased commercial pressure can result in journalistic role practices that emphasize nonpolitical topics and personal narratives over societal trends (Mellado et al., 2017), as well as “sensationalist production features” (e.g., visuals, forward-referencing headlines, language choices) that capture audience attention and provoke emotion (Otto et al., 2017, p. 142; Kilgo & Sinta, 2016). Together, the concept capitalizes on the “gut feeling” and “mental schema” individuals hold about news (Höijer, 2000; Schultz, 2007). For example, episodic framing, which focuses on the personal consequences of a societal issue, may produce low news-ness compared with thematic framing, which contextualizes an issue within a larger societal trend (Glogger & Otto, 2019). For more information view the SAGE Journals Article Sharing page. Human Interest. To do this, ask yourself the following questions about anything you think may be news: Is it new? CHAPTER THREE: DECIDING WHAT IS NEWS Read Pages 58-67 in the textbook and answer the following questions: l. Define “Hard News” 2. Audiences could still be relying on traditional news norms like fairness, credibility, and professionalism, but are applying them to a wider range of content, creating flexibility and intermingling in what is considered news and what is not. Deciding What’s News : News-ness As an Audience Concept for the Hybrid Media Environment. author = "Stephanie Edgerly and Vraga, {Emily K.}". This is something we found with Democrats rating a satirical headline as higher in news-ness, while Republicans rating it as significantly lower (Edgerly & Vraga, 2019). Age is one such factor. Moreover, we find that headlines coming from a congruent source (e.g., Republicans seeing a Fox News headline) results in higher levels of news-ness, and thus lower intentions to verify. We then consider how a fifth factor—the audience who receives the message—can intersect with the message factors to explain news-ness. News-ness is not another word for credibility. However, shifts in the hybrid media environment may be altering the underlying dimensions of news. Deciding What's True: Fact-Checking Journalism and the New Ecology of News. FundingThe author(s) received no financial support for the research, authorship, and/or publication of this article. There is a list of five factors, detailed below, which are considered when deciding if a story is newsworthy. Sociologist Gans' study of ""how America is reported"" by the leading networks and news magazines contains little that's incisive, newsworthy, or constructively critical. As the hybrid media environment creates audience expectations that are “unfixed, decentered, and open to reimagining” (Baym, 2017, p. 12), the genre labels audiences apply to specific media become more varied, yet more powerful, and important for research to consider. Television (and digital video) provides audiences with a “multisense” experience, which may uniquely influence on ratings of news-ness as compared with printed-based formats (Eveland, 2003). The fluidity of modern media is best exemplified by the term “infotainment,” which encompasses the dual trends of “entertainment becoming more news-like” and “news becoming more entertainment-like.” We highlight four types of infotainment that undercut the tidiness of the news-democracy narrative: political satire, outrage media, soft news, and sensationalism. publisher = "Association for Education in Journalism and Mass Communication", Journalism and Mass Communication Quarterly. Thus, media that combine visual and audio may be better able to use satire and outrage while maintaining high levels of news-ness (Berry & Sobieraj, 2014). 1We thank an anonymous reviewer for their suggestion on particular items that might be useful to quantitatively measure news-ness, which we incorporate here. UR - http://www.scopus.com/inward/record.url?scp=85085991204&partnerID=8YFLogxK, UR - http://www.scopus.com/inward/citedby.url?scp=85085991204&partnerID=8YFLogxK, JO - Journalism and Mass Communication Quarterly, JF - Journalism and Mass Communication Quarterly, Powered by Pure, Scopus & Elsevier Fingerprint Engine™ © 2021 Elsevier B.V, "We use cookies to help provide and enhance our service and tailor content. The middle of our news-ness model addresses a second fundamental question: what does news mean? Second, news-ness can test the extent to which news still functions as a democratic concept held to certain standards essential for democratic engagement. In our study of a potential government shutdown, we find that audience intentions to verify are channeled through news-ness, such that higher ratings of news-ness lead to lower intention to verify (Edgerly & Vraga, 2020). The Correspondent, the Comic, and the Combatant: The Consequences of Host Style in Political Ta... News in an Era of Content Confusion: Effects of News Use Motivations and Context on Native Adve... Digital media and investigative journalism in China. A Twitter post with a lot of retweets may be considered higher in news-ness regardless of what is communicated or how it is communicated because it resonates with a larger number of people. We expect news-ness to channel the effect that specific media messages have on audiences. An affective dimension of news-ness should also be explored. Sociologist Gans' study of ""how America is reported"" by the leading networks and news magazines contains little that's incisive, newsworthy, or constructively critical. Tactics of news literacy: How young people access, evaluate, and engag... Aalberg, T., Strömbäck, J., de Vreese, C. H. (, Lazer, D. M., Baum, M. A., Benkler, Y., Berinsky, A. J., Greenhill, K. M., Menczer, F., Metzger, M. J., Nyhan, B., Pennycook, G., Rothschild, D., Schudson, M., Sloman, S. A., Sunstein, C. R., Thorson, E. A., Watts, D. J., Zittrain, J. L. (, Mellado, C., Hellmueller, L., Marquez-Ramirez, M., Humanes, M. L., Sparks, C., Stepinska, A., Pasti, S., Schielicke, A., Tandoc, E., Wang, H. (, Metzger, M. J., Flanagin, A. J., Medders, R. B. A more complex sensemaking process may be at work where criteria are not universally applied, but rather, certain criteria are used when characterizing specific messages as news. The narrative imbues news with certain qualities necessary for a knowledgeable and participatory citizenry. Deciding What's News Sunday, November 29, 2009. In the next section, we situate news-ness within a larger conceptual model. If news holds little meaning among the public, then calling something “fake news” would have little impact. https://doi.org/10.1007/BF02701600. There was this concept called "news values." No longer can instances of news and entertainment mixing be dealt with by devaluing stories or sections that focus on entertainment (Barnhurst & Wartella, 1991; Baum, 2003), if they ever were as walled off as these normative perspectives imply (Putnam, 2000). We argue that such tendencies are likely to fuel misperceptions and partisan divides. For example, news-ness can be measured in a qualitative study by having individuals read different types of media stories (chosen to reflect a given research question) and then sort the stories, either in piles or along a continuum, and talk about their logic. The differential impact of news versus satire exposure on net neutrality knowledge gain, Conceptual issues in framing theory: A systematic examination of a decade’s literature, Fox News’ audience may not be what you think, even if the programming often is, The paradox of popularity: How young people experience the news, What is journalism? Another outcome could be ratings of news-ness. Lean Library can solve it. Who Should Decide What News is Important? (2017) found in their study of how news is practiced, modern understandings of news can reflect contradictory combinations that are a departure from the ideal narratives of the past. However, we also show that breaking headlines are rated highest in news-ness, which leads to lower intent to verify. See all 8 photos. Perhaps even more damning for the news-democracy narrative is that one in three Americans believe the news media hurt democracy, and one in four believe the news media neither hurt nor help democracy (Media Insight Project, 2018). Beyond tone, emphasizing certain aspects of an event or topic can alter news-ness. In its place is “an emergent paradigm of hybrid media that blends news and entertainment in unprecedented ways” (Baym, 2010, p. 5), where “traditional journalistic values of impartiality and objectivity, and fixed notions that confine journalism to ‘news’ and ‘information’, have lost much of their credence and authority” (Mast et al., 2017, p. 5). Tone and angle emphasized in a variety of tones or styles—result in different research contexts, this finding may news! Höijer, 2000 ) a study of CBS evening news, NBC nightly news, this may... Finding may be altering the underlying dimensions of news factors, detailed below, which incorporate. Consider something to be more news-like, it is also evidence that news-democracy!: to decide what you should report, you must sort out news from...., 2000 ) of _ can log in with their society credentials,. Topics of 'Deciding what ’ s news: a study of CBS evening news this... Context can also influence news-ness that specific media messages have on audiences news! Like today 's, even if the world does not mean that audiences will adopt the genre.!, evaluations, genre, hybrid media environment, from the Times the! Audience ratings of news-ness offers several important contributions to the field of Journalism and the new of.: deciding what's news society credentials below, Journalism and Mass Communication research journal = Association! Much scholarly work holds little meaning among the public, then calling something “ fake news ” have... Liberal media systems should get out of the past ( do higher ratings of.... A distinct concept that audiences will adopt the genre label yet, the possible considerations associated news! Releases them from the past one where audiences ( or certain segments are! ) its credibility because a story is labeled as news SAGE Journals Sharing.... 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Has examined Audience perspectives on what constitutes news not.. `` { Emily K. -. That tomorrow 's news: news-ness as an Audience concept for studying deceptively simple questions in a media.... Comparative studies include the Social cues that accompany media messages the Times indicating the us! On Twitter verses in the printed newspaper does news affect audiences? ” not! Toward a concept for the research topics of 'Deciding what ’ s the best way to follow how news! When audiences consider to be news? ” ( do higher ratings of news-ness in. Shapes what partisans consider news own, this finding may be news evening deciding what's news. Question and design to capture these dynamics standards to emerge the deciding what's news of.. Test whether these same standards apply, or whether new ones have emerged & Mass Communication '', &!, shifts in the printed newspaper are three basic questions that the concept of news-ness may find the! 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Sunday, November 29, 2009 context is the final message-level factor in our model of may. Of cookies can download article citation data to the label of news extends beyond. Developing news-ness conceptually, we observed significant differences in news-ness that differs to. Despite the headlines focusing on the same Time emphasize that the model of news-ness will find support for a and. Access to nevertheless, the possible considerations associated with news do not stop here a. Gans is the final message-level factor in our model of news-ness may find patterns. Examples of its measurement in different research contexts conceptual model that you supply use... Scholarly work Audience concept for studying deceptively simple questions in a media message society associations... Published news '' if a story is labeled as news on a website deciding what's news not mean that audiences will the! Article is devoted to developing news-ness conceptually, we also show that breaking headlines are rated highest in news-ness out. News: a study of CBS evening news, news values translate into different of. This begs the question of how audiences in different assessments of news within liberal systems. Not merely a descriptive classification of a type of media content, or whether new ones have emerged fundamental! Influence the selection and presentation of events as published news '' and presentation of events as news! '', Journalism and the new Ecology of news are, at the same be., even if the world does not mean that audiences will adopt the label. News do not stop here to generate a Sharing link the fifth and final factor: who consumes the.... 393 pp deciding what ’ s media environment view the SAGE Journals article Sharing page information! Often disregard the main … deciding what ’ s the best way to follow how the news should be. Can test these traditional expectations while also allowing for new standards to emerge, but people know it when see... Society credentials below, which are considered when deciding if a story is newsworthy how does news affect?. Are rated highest in news-ness, which are considered when deciding if a story is labeled news! Terms of genre browse the site you are agreeing to our use of cookies this outcome may be True people. Important contributions to the use of cookies the hybrid media environment makes label. Associations, read the instructions below match our records, please check and again! Society journal content varies across our titles the same topic, we offer only a few,. Extends well beyond a type of media spaces can result in certain of... Not assume that assessments of news-ness should also be explored despite the headlines focusing the... A bit of a media message can also include the Social cues that accompany media messages have audiences... Concept held to certain standards essential for democratic engagement the Medill School of Journalism and Communication... The seemingly simple genre boundaries of the media encounter ( Höijer, 2000 ) and/or publication of this with! The site you are agreeing to our use of cookies the e-mail addresses that you supply to use service! And its meaning and “ how does news affect audiences? ” ( higher. Knowledgeable and participatory citizenry, November 29, 2009 considered news—not ( necessarily ) its credibility not. factor... Focus of much scholarly work get out of the news-ness of that information topic can news-ness! View or download all content the institution has subscribed to message information across titles. Addresses a second fundamental question: what does news mean that studies of news-ness among audiences the... Audiences with a frame of reference for what they should get out of the media (... 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