Media and journalism are changing fast and so should the media research agenda.
Analyzing the role of social media in the recent elections in America, Farhad Manjoo wrote in the New York Times on 16 November 2016 that widespread misinformation online was a “primary factor in the race’s outcome.”
I would add that some mainstream media have equally (if not more so) contributed to that outcome. Worse, some of them wholeheartedly embraced that role.
Audiences drawn by coverage of Donald Trump have just been good for the business of television. Mr Trump drove ratings up and with them ad sales. The head of CBS TV station, Les Moonves boasted last February that all that coverage of Mr Trump “may not be good for America, but it’s damn good for CBS.” On top of corporate dollars, CBS and other major TV channels pulled in hefty revenues from political advertising. The cost of the 2016 U.S. elections was expected to reach an unprecedented US$11.4bn in political advertising and media buying, a significant jump from the US$7bn in the 2012 elections, according to data from the Federal Elections Commission (FEC) released earlier this year.