Redefining Multimedia Toward A More Packaged Journalism Online By Amy Zerba

Multimedia Online

Why define multimedia on news sites? No clear definition of multimedia What does it look like? What does it do? Purpose: Operational definition for future studies.

What is a medium? Medium is a means of communication, a tool, to transmit a message. A photograph is a medium (text, audio, video, graphics) A newspaper is a medium (film, TV, radio, magazine, Internet, books) Surface level: All transmit messages

Multimedia Literature Integration of more than one medium Predates computers Classroom learning Purpose: Increases understanding of information using additional channels.

Method Deconstruct concept into units Previous literature on multimedia Interviewed seven multimedia journalists Snowball method for in-depth interviews 1-2 hour interviews in Sept.-Oct. 2002

Method Washingtonpost.com NYTimes.com LATimes.com South Florida Sun-Sentinel Herald-Sun Myrtlebeachonline.com Freelance multimedia journalist/lecturer at UC Berkeley

Research Questions RQ1. What is a multimedia feature? RQ2. What is a multimedia package? RQ3. What can multimedia online give readers that they cannot get from reading text?

What is a multimedia feature? Text Photographs Audio Video Graphics Tangible media – we can see and hear

What is a multimedia feature? Interactivity repeatedly mentioned as a multimedia feature. Use of “multimedia” as a noun or adjective Something is multimedia; and Something acts like multimedia

What is a multimedia feature? A photo slideshow without audio? An interactive map without audio?

What is a multimedia feature? A lot of “I-think-so,” “probably” “technically, it’s just one [medium].” Uncertainty about multimedia concept Examples above part of larger context

Interactivity No clear definition Requires a related response component in the communication exchange. (3-step communication process) A hyperlink is the simplest level of interactivity.

What is a multimedia package? More than one medium (static, dynamic) Context Interactivity A multimedia package consists of more than one medium in combination with interactivity that is related to a story, event or information.

Model of Multimedia Package Fig. 1.1 Pre-Computer model of Multimedia Package Fig. 1.2 News site model of Multimedia Package

What does multimedia give readers that text cannot? Purpose: Additional ways to understand information. Theme: User Involvement (heightened user experience)

User involvement with multimedia “I got this before that said, ‘I’ll never look at a computer the same way again. … … For some people this was the first emotional experience they’ve ever had with a computer that didn’t involve a member of the family or with a grandfather, and that’s sort of a new thing.” (J. Weiss, Sept. 27, 2002, Herald-Sun)

What does multimedia give readers that text cannot? Theme: Extension of reporting Some things better told with added media. The art of multimedia: Picking and choosing of media to tell a story.

Extension of multimedia “I did a story about an … Elvis tribute artist … that had to be done in video. I mean I couldn’t see that any other way. You had to see this guy move. And so, it doesn’t feel like it’s actually a decision, it just sort of feels like well, that’s the way I should have done it.” (J. Weiss, Sept. 27, 2002, Herald-Sun)

In summary Multimedia feature is the integration of more than one medium. Multimedia features on news sites: text, photographs, graphics, audio and video (static or dynamic) Multimedia package consists of more than one medium combined with interactivity that is related to a story, event or information.

In summary Primary purpose of multimedia on news Web sites is to give users additional ways to understand a story. Heightened user involvement in a story Extension of reporting

Closing Remarks Purpose of study: Definition of multimedia package Young adults? Non-readers? Different learning styles? Time multimedia journalists put into producing packages – users even care? Future Study: Dimensions of multimedia? Future Study: Uses and Gratifications?