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TalkingtoyourselfAPFORthepastfewweeksthe“mainstreammedia”inAmericahavebeenbusychewingoverthechoiceofKatieCouric,apopularhostofNBC'sTodayshow,tobecometheanchoroftheCBSEveningNewsinSeptember.Thoseinothercountries,aswellasAmericansunder30,maybeforgivenforthinkingthatanewsstoryaboutanewscasterisjustaspectacularboutofnavel-gazing.Ofcourseitis—whichispreciselywhyitholdsacoupleoflessonsabout“newmedia”.NewsaboutNewsispartlytheproductofjournalists'urgetotalkaboutthemselves—aprettyuniversalurge,asitturnsout.Thesameimpulseisthekeytothechangessweepingthroughnewsandentertainment,asoursurveyonNewMediadescribes.Massmediausedtobeone-waytrafficfrommediatoaudiences.Readers,listenersandviewers,asamurmurbesidesthepontificationofprofessionals,wereconsignedtocall-inshowsandtheletterspages.Theshifttoaneraofparticipationchallengesthis.Theinfrastructurefordeliveringmediacontent—theinternet—isfastbecomingubiquitous.Ordinarypeoplearecreatingtheirownblogs,wikisandpodcasts,becauseitcostsalmostnothingtodoso.Mostofthemdonotcarehowlargetheir“audience”is.Somechoosetokeepitsmallandintimate;atinynumberbecomestars—one-manandone-womannewsorganisationsintheirownright.Sincetheaudienceismadeupofpeoplewhoarethemselvessoundingoff,newmediaaremoreofahubbubthanahomily.WhichleadstotheseconditemontheEveningNews:anxiety.MsCouric'sjobmattersbecauseitisanattempttoshoreupacrumblinginstitution.Mediaexecutivesarenottheonlyonestofretasaudiencesdecline.TheCBSEveningNewswasfirstbroadcastin1948andpeoplearesentimentalaboutthemediatheygrewupwith.Thefearispartlyaboutwhatmightbelostfromthemainstream,partlyofwhatmightreplaceit.Manyfearthatacacophonyleadstoasplinteredsociety.Howcananythinggoodcomefromtheclamourofsomanyraisedvoices?Isn'titanechochamberinwhichthosefullofpassionateintensityspendlonghourssharingprejudices?Thatiswildlypessimistic.Forastart,intheageofmassparticipation,newmediawillco-existwithold—indeeditisalreadyincreasinglyhardtotellwhenonebecomestheother.True,evermorepeoplewilluploadshortvideoclipstonewwebsi
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