Revolutionary Measures

Is there such a thing as an independent blogger?

The current Oracle vs Google patent case could turn out to have far-reaching implications – not for whether Google’s Android operating system breaches Oracle’s Java patents but on the independence (or otherwise) of bloggers and other commentators.

Essentially the judge in the case has ordered both sides to reveal the names of reporters, bloggers and other industry experts they may have paid as he was concerned that supposedly impartial commentary was biased by links to the two industry giants. Oracle has named a blogger and a professor it has financial ties to but so far Google hasn’t provided details of any paid relationships.

First off, a quick public service announcement – I’m not paid by either Google or Oracle (nor the judge in the case for that matter), so my opinions in this blog are very much my own.

When blogs began they promised to give a voice to a much wider group of people, outside traditional media, enabling them to share their thoughts and opinions with the world. Generally they didn’t have any formal journalistic training and were unpaid/doing it as part of a wider role. It wasn’t their main livelihood. But almost immediately lines began to blur – leading journalists launched their own blogs (either officially or unofficially) to talk about stories that didn’t make it into their mainstream output and the influence of successful bloggers/blog sites (think Huffington Post, Guido Fawkes) spread to rival existing news sources.

The combination of this with a 24 hour news media desperate for interesting comment means that more and more bloggers are quoted as experts without any real check on their credentials. This hasn’t gone unnoticed by the more advanced amongst the PR industry who realised that it opens up a whole new channel to influence – whether through providing early sight of news or, as is alleged in this case, financial inducements to write positive stories.

So it isn’t surprising that the possibility is there for bloggers to be biased in what they cover – particularly as they need to earn a crust through consultancy and other activities. While it is clunky, the only way to get round this is to publish a list of any links (financial or otherwise) to companies they talk about – and equally journalists, analysts and other influencers should declare their relationships to anyone they are writing about. As an ex-history student I know that everything we write or think is biased in some way, whether due to our background, education or the fact that Google Docs went offline at a crucial moment. At least by displaying relationships and potential bias readers can make an informed decision on how much credibility they give a blog, article or statement.

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August 21, 2012 - Posted by | Creative, Marketing | , , , , , , , , , ,

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