Letters to a writer II: Deal with your readers with respect

How ought to a media govt handle the enterprise throughout a time of disruptive technological change? Alfonso Nieto tried to reply that query in his e book “Letters to a newspaper writer,” written in 1987 when newsrooms in Spain had been shifting from typewriters to computer systems. His feedback have acute relevance immediately.

Alfonso Nieto, College of Navarra portrait

On this letter to a fictitious newspaper writer, which he titled “The dwarf and the large”, Alfonso Nieto criticized media homeowners, managers, and journalists for failing to bear in mind the issues and the wants of their readers. Nieto noticed the media trade as conceited, trying down on the general public and their viewpoints.

Past that, the media considered their audiences as merely market segments to be lumped into teams primarily based on age, gender, earnings, occupation, or different attributes that they might monetize. 

The conceitedness

The media used a language, he believed, that emphasised their superior training and social place reasonably than making an attempt to create a extra intimate reference to their readers. This might very properly describe the normal media immediately, which have been dropping readers and TV viewers as a result of they focus a lot of their consideration on the conflicts amongst political events reasonably than discovering options.
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