Social media can be the UK's dynamo of national and community activism
StumbleUponThe rapidly expanding social media news landscape offers great opportunities for people who are trying to make a difference according to social entrepreneur. By Neil Champken.
By Neil Champken
The demise of printed media will actually give a boost to David Cameron’s Big Society according to Parliamentary advisor Robert Ashton. “Big Society has struggled, not because it is a flawed philosophy, but because media interpretation has been so sadly biased against it,” said Mr Ashton, who has advised Civil Society Minister Nick Hurd on Big Society issues.
Huge drops in advertising revenue, rocketing print and distribution cost and, most importantly, falling sales are all taking their toll on the newspaper industry. “Social media has become an important part of the ‘Big Reality’ - as I prefer to call it,” said Mr Ashton. “Big Reality because the facts are indisputable: there is growing demand for health and social care and a weak economy and unsustainable levels of national and consumer debt.”
Mr Ashton points out that the death of Osama bin Laden was reported first on Twitter and he is convinced that local people reporting local issues and events is both the future of news media and a huge opportunity for social entrepreneurs who want to provide the services local communities require. “Exposing scandal and denouncing success is what sells newspapers. Unfortunately it also inhibits social change. The true Big Reality opportunity is at the grassroots of our nation, which fortunately is the direction in which twitter and Facebook are taking our media,” said Mr Ashton, who is also a bestselling author on business issues.
“Surely this is the opportunity every frustrated community activist has been waiting for; to gather community together and take control of the media.” Mr Ashton went on to say that within time it was inevitable that newspapers will be produced as online or iPad editions only. The internet is making the name of the author less important; it’s the strength of their argument, their ability to illustrate with actual experience and the resonance with the reader’s starting point that will count.
“Not only are we witnessing societal and cultural change on an unprecedented level, so too is the way we become informed changing forever. Just as we once eagerly followed press comment when forming our own opinions, now we simply scour the internet for comment and critique,” he said. “But don’t just read the blogs on this website; comment, tweet and become part of the debate. Today’s press is at your fingertips. You and me, we are the media!”
About the author
Neil Champken is PR for Robert Ashton.
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