Mozfest : measuring the impact of news

A couple of weekends ago the glorious Mozfest happened in Ravensbourne college right next to the  02 dome in London. If you haven’t been before you should, (to Mozfest I mean). You’ll find awesome people and atmosphere, something tech related for everyone to get involved in from all the makers activities to the open badges work, and an array of surprisingly nice crustless sandwiches. All well and good I hear you say – but what hsa this to do with news? Well, the Mozfest folks look at journalism as one of their areas for development – and this is my personal area of interest – I beelined it up to the top floor to find out more.

Why is measuring impact of news so important?

We could answer this in a number of different ways. In a way, at the heart of it this is about power and learning. If you control media (or you control your own consumption of media) then in a way you reduce diversity of opinion and stories you are exposed to ; and you could argue that reduced exposure to alternative viewpoints therefore reduces learning and collective understanding. We now use so few sources, increasingly so few websites to get our news -in effect tailoring our own customised ‘agreement’ channels to view our online world. We can easily create our own lens to view the world, one which provides little challenge to our own views and assumptions about the world. Its easy and perhaps more comfortable to live in a news echo chamber, or perhaps to block out the ‘news’ from our online experiences completely. When in theory there is more content available then ever this poses a big challenge particularly to campaigning journalists bloggers and citizen reporters. Aspirations are including but not limited to the following:
1. How to be read by a lot of people (understandably where a lot of focus goes but possibly as important I think are the following three…)

2. How to be read by diverse groups whose opinions you want to shift

3. How to be read and responded to by decision makers who can affect change

4. How to inspire direct action-taking by readers.

The journalism fellowship folk from Knight Mozilla there were working on many related questions, one of which was around what ‘impact’ actually looks like and how we go about helping many diverse and often under resourced journalists operating in widely ranging circumstances to define and to measure impact.

We started with a pyramid sketch on the day:

pyramid news impact

with the intention of giving a hierarchical value to measurable indicators. Pyramids are unhelpful in the long run but can be a good place to start visualising value and frequency as they tend to expose what doesn’t really work in a hierarchical approach – you read more thoughts on it here from Jessica Soberman – noting that as ever the reality is more complex. The challenge is to know to know which combination of variables are important/valuable, at which frequency under which circumstances- so, after our initial pyramids were created I went back to drawing board after meeting and tried boiling down to this crude set of first level definitions that can be combined and drilled into to suit multiple purposes.

Mozfest measuring news

Mozfest measuring news

Where to go from here? We need to add some more specific, measurable indicators and ways of easily tracking them in a dashboard to assign value or weight to the article and try and help journalists target their work more effectively.

I am going to try writing those up next so if you have any thoughts please drop me a note or add a comment below.

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