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标题：Webvergence in Practice: Comparing U.S. TV Stations’ and Newspapers’ Online Strategies at a Crucial Moment
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作者：Susan Keith ; Leslie-Jean Thornton
期刊名称：Online Journal of Communication and Media Technologies
电子版ISSN：1986-3497
出版年度：2013
卷号：3
期号：3
页码：207-228
出版社：Online Journal of Communication and Media Technologies
摘要：This article compares how U.S. news managers reported that television stations and newspapers approached online journalism during a crucial moment in the 21stcentury. Reports of how the two types of sites used online tools were largely similar, but newspaper respondents were more likely than those from TV stations to say their organizations prioritized online news production. Although both types of sites likely were affected by extramedia pressures—from a global recession and declining audiences—newspapers' perceived competitive need to reach news consumers instantly (something native to TV) may have helped newspapers overcome legacy routines and move more deeply into change. var currentpos,timer; function initialize() { timer=setInterval("scrollwindow()",10);} function sc(){clearInterval(timer); }function scrollwindow() { currentpos=document.body.scrollTop; window.scroll(0,++currentpos); if (currentpos != document.body.scrollTop) sc();} document.onmousedown=scdocument.ondblclick=initializeOnline Journal of Communication and Media TechnologiesVolume: 3 –Issue: 3 –July -2013. Online Journal of Communication and Media Technologies208 During the first years of the 21stcentury, ―convergence‖ became a buzzword in U.S. journalism. Daily newspapers and local television news operations—once competitors for the attention of news consumers—formed partnerships to share content and promote each others' products (Criado & Kraeplin, 2003; Duhé, Mortimer, & Chow, 2004). These arrangements—spawned by technological advances and print and broadcast managers' desire to attract each other's declining audiences—were hailed as the future of journalism (Convergence: The power of multimedia, 2012; Media mergers, 2000; Rolland, 2002). American university journalism departments and schools rushed to change their curricula to produce students who could report for multiple media platforms (Auman & Lillie, 2007; Hammand, Petersen, & Thomsen, 2000; Hipsman, 2004: Pryor, 2005), and scholars began to try to formulate models of good convergence practice (Borders, 2003). Soon, however, research and anecdotal reports noted that multiple print-broadcast partnerships in the United States and other countries—including some of the most famous—fell far short of full integration (Dailey, Demo, & Spillman, 2005; Dupagne & Garrison, 2006; Erdal, 2007; Lowrey, 2005) and were doing little to reverse declines in television news viewing and newspaper circulation (Silcock & Keith, 2006). Less than 10 years after the beginning of the convergence era, studies showed that significant numbers of U.S. news outlets had eliminated or reduced the intensity of television-newspaper convergence partnerships (Dailey, Demo, & Spillman, 2009) instead devoting more energy to their separate Websites—which competed for advertising revenues—a phenomenon that Thornton and Keith (2009) termed ―Webvergence.‖ A few studies have examined news production in such internal cross-platform arrangements, noting that tensions exist, frequently focused on challenges to legacy media routines, a lack of trust between journalists for traditional and online journalists, and different norms about how online news is marketed and the relationship between editorial and business functions (Achtenhagen & Raviola, 2009; Huang & Heider, 2007; Singer, 2003). Little research, however, has looked at the external manifestations of ―Webvergence,‖ particularly whether there are differences in what newspaper and local television news websites are doing to attract viewers. This article uses survey data gathered at a key moment in the history of online journalism, the economic recession that began in the United States in 2008 (Borbely, 2009), to make that comparison. It draws, for a theoretical basis, on change theory from organizational communication (Lewin, 1951) and the Shoemaker and Reese (1996) framework of a hierarchy of influences on media content.