This week's news saw Rupert Murdoch's news cooperation, throw down the gauntlet and launch a challenge on how news is searched online. In a sphere which has always been problematic to monitor let alone control. It would appear that Rupert Murdoch is attempting the impossible. However, the internet clearly has its limitations, for example individuals in China are unable to find any information concerning the events at Tiananmen Square.
This is only fuels the ongoing debate concerning journalisms waning influence in contemporary society and overstated claims of powerful PR. The internet through the scope of convergence has managed to provide a voice to anyone who wishes to be heard. It becomes problematic when news can travel through multiple channels excluded traditional news organisations.
Relating this back to the Murdoch’s moves to control the content of his newspaper online, as an institution which provides news, would appear to becoming redundant as alternative news sources have emerged. Murdoch quotes “"If they were to pay everybody for everything they took, from every newspaper in the world and every magazine they wouldn't have any profits left,"
Microsoft’s Bing attempts reserve exclusive rights, which would seem all of Murdoch’s newspapers appearing in searches, which effectively force Google to exclude from their searches. This battle would certainly affect how news travels and the fortunes of search engines. On the surface it seems that PR would be unaffected. As sceptical journalists such as Nick Davies, who suspects PR practitioners as being devilish spin doctors responsible for manipulated over worked journalists for their own selfish needs. However, Google is still regarding as the most popular search engine, if Murdoch does decided to opt with Microsoft’s BING then perhaps other news agencies may benefit to more exposure through Google searches. The internet only fuels Grunig’s concept of two-way symmetrical communication, forcing Murdoch to compete a losing battle. WATCH THIS SPACE...........
http://www.youtube.com/watch?v=EKGxAJrXq_E&feature=related
