We are investigating the function of journalism in societies from the perspective of our individual perceptions of the journalistic role. We will identify journalism in its own logic as having a "narrative multi-system relevance*, and we will use this as a starting point to convey conceptions of journalistic quality. Practical examples will show whether the journalistic quality is evident in single editorial contributions. We are then investigating the specific strategies with which journalism in its multiple varieties relies on narratively setting reality into scenes. Thereby, we encounter the typical roles of the narrator (journalism concepts) and the applied patterns (news values, frames).

1. Zürcher FachhochschuleZürcher Fachhochschule
Quality Journalism and New Technologies
Greece
1
Public Storytelling:
The Logic of Journalism
Friday November 12, 2010
Prof. Dr. Vinzenz Wyss
Zurich University of Applied Sciences
vinzenz.wyss@zhaw.ch

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Learning objectives
• You know the definition of journalism as a societal system as it is
discussed today in media science.
• You reflect on the journalistic concepts:
– Journalism as Narrator
– Journalism Concepts
– journalistic processes of selection and production
• You are able to take into consideration and reflect on the self logic of
journalism in your work as journalists.

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Agenda
• We are investigating the function of journalism in societies from the perspective of our
individual perceptions of the journalistic role. We will identify journalism in its own
logic as having a "narrative multi-system relevance*, and we will use this as a starting
point to convey conceptions of journalistic quality. Practical examples will show
whether the journalistic quality is evident in single editorial contributions.
• We are then investigating the specific strategies with which journalism in its multiple
varieties relies on narratively setting reality into scenes. Thereby, we encounter the
typical roles of the narrator (journalism concepts) and the applied patterns (news
values, frames). We are investigating the methods which allow editorial departments
to develop and secure the processes of journalistic quality production (Quality
Management and Quality Assurance).

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Journalism…
• … is – only – a part of the public sphere.
• … is a during and systematically produced form of public sphere.
• … is a form of public sphere that has ist own rules of inclusion
and selection.
• … is a form of public sphere that is routinely expected by a
general public and societal actors and thus institutionalized.
• …has a wide awareness.
• … transports expectable Follow-up communication,
trustworthyness, reputation, acceptance.

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What is Journalism for?

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Journalism as a social system I
Economy
Politics
Justice
Science
Religion etc.
Society
Art Journalism
PR
Demonstrations
Film
The Public

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examples

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Journalism as a social system II
Economy
Politics
Justice
Science
Religion etc.
Society
Culture Journalism
PR
Demos
Film
The public
Function: self-oberservation and synchronization of
society
Code/Logic: „multi-system relevance“
Performance: transparency, orientation, validation,
socialisation, integration, control
Quality: accuracy, comprehensiveness , multi-
systrem-relevance, fairness, transparency,
comprehensibility, timeliness, narrativity etc.

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Trend to Generalization by New Organizational Structures
Daily Telegraph London, 07 / 6300 m2 / 450 editors (Meier 2007)

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Self-observation and Synchronization of Society
• From the perspective of systems theory, journalism can be seen
as a societal system by itself – autonomous, but open towards
its environment (Luhmann 1996). Like every other societal
system, journalism has a particular function within society. For
journalism, this function can be seen as the self-observation
and synchronization of society (Kohring 2004).
• These are performances of journalism that allow the individuals
and organisations in different societal roles, such as citizens
(politics), customers (economy), scientists (science), artists
(culture) or believers (religion), to observe the performance of
other societal systems and conflicts or irritations between
different societal system logics. By doing so, the performance of
journalism helps them to play their role as societal actors.

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Solving a problem for society
• By fulfilling this function, journalism is solving a problem for
society as a whole and for the other societal systems: It
observes the other societal systems and thus allows for the
synchronization of the other societal systems and their
environments by relating the different logics of the various
systems. Societal systems like politics, economics or religion try
to influence other societal systems. This influence can only be
exercised through communication. This communication can
either be direct, accidental in the public sphere, or through a
system which is specialised on this communication between
systems, journalism.

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Inter-systemic relevance
• Journalism fulfils its task by using the same rules and routines
no matter what other system it is dealing with. Therefore, when
journalism deals with religion, it can be assumed that it is
applying the same rules and routines as it is when dealing with
politics, law, economics, culture or other societal systems.
These rules and routines are determined by the function of
journalism, self-observation and synchronization of society.
• In order to fulfil this function, journalism becomes active when
an event or an issue becomes relevant beyond the sphere of
one system, or, in other words, when it has inter-systemic
relevance. To be more precise, journalism becomes active
when an event or issue becomes relevant (case dimension) at
the same time (time dimension) and creates resonance in other
systems.

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Media reality
etc.
Investigative
Journalism
Interpretative
Journalism
„Objective“
Journalism
etc.
Efficiency
Conflict
Ethics
Frames
etc.
Relevance
Valence
Status
News Values
etc.
Salvation
Treason, Intrigue
Hero‘s tale
Narration
Patterns
Journalism Concepts
Journalistic
Schemata

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political
discourse
power /
not power
economic
dicourse
to sell /
not to sell
religious
discourse
:
transcendent
/ not
transcendent
scientific
discourse
:
be true /
not true
justice-
discourse
legal/
not legal
Narration as crucial journalistic communication mode
Theoretical Construction, Content Level:
Chaining different system logics by Narration
Journalistic Logic: Inter-System-Relevance

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Narration as structure of meaning
By using narration we structure time and space.
By telling stories, we sort things, put them into relation to
each other, create hierarchies, thus create meaning.
By using narration we agree on a common perception and
understanding of the world.
Narration uses methods like rememberance, experience,
basic narrative patterns and motives.

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Elements to creat a story
1) The elements of a story stand in a specific chronological order.
2) The story requires characters which take over archetypical roles
(heros, victims, saviours, losers, etc.).
3) The story contains hints as to how to interpret it: It has several
levels of meaning: the actual plot represents a more general
topic, which goes beyond the immediate event.

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„Frames" are cognitive structures of interpretation in the minds of
journalists, which facilitate the selection and interpretation of
information.
– They help to categorize and interpret new events and information.
– Previous experiences are memorized and used as frames through
which later experience is interpreted.
– These frames structure a topic and thus influence the information
processing.
– An essential characteristic of frames is that they contain judgements.
They can thus also be considered „interpretative patterns“.
For example: Conflict, Ethics, Personalization,
Development, Efficiency (Dahinden 2006)
The Framing Approach

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How to connect systems: Narration
• Narrative factors (Kinnebrok):
– Singularity
– Conflict
– Dramatic mode
– Emotion
– Meaning beyond singular event
– Personalization
– Autonomous unit

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Motive
• Power (Rise and fall, futility, greed...)
• Threatened security, salvation
• Love in all variations
• Fairness
• Salvation from distress
• Treason
• Initiation and disruption
• Death
• Accusation and justification
• Failure and resurrection
• The unknown, the sinister, and its
discovery
• The paradox
• Passion for a cause
• Back-breaking guilt and atonement
• Murderous or liberating trick
• Revenge, fratricide
• Autonomy, freedom

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Journalism Concepts Role Intention
„Objective“ journalism Mediator Reproduce „reality“
Opinion journalism Party member Help create opinions
Precision journalism Scientist Do research scientifically
Interpretative journalism Explainer Orientate
Investigative journalism Watchdog Control/Scrutiny/ disclose abuse
of power
Literary („New“) journalism Entertainer Express sensitivity,
„authenticity“
Advocative journalism Advocate Create solidarity, sympathy
Public journalism Organizer of Dialogues Solutions for local problems
Service journalism Counsellor, aide Self-help

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Dimensions News values according to Schulz 1997 I
Status Elite Nation The more powerful the involved nation(s)
Elite Institution The more powerful the involved institution(s) or
organisation(s)
Elite Person The more powerful the involved actors
Valence Aggression The more open conflicts or violence is involved
Controversy The more controversial a topic or event is
Values The stronger generally-agreed values or rights are
threatened
Success The clearer a succes or development is visible
Relevance Consequences The greater the consequences of an event
Involvement The more an event touches upon the personal
circumstances or needs of people

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Dimensions News values according to Schulz 1997 II
Identification Proximity The closer the issue in terms of geography, politics,
culture
Ethno-centrism The stronger the involvment or affection of member of
one‘s own nation
Emotionalisation The more emotional aspects an issue has
Consonance Topicality The stronger the affinity of the issue to the most
important topics of the day
Stereotypics The clearer and straightforward the story develops
Predictability The more an issue corresponds to previous
expecations
Dynamics Frequency The more the unfolding of a story corresponds to the
frequency of the media
Uncertainty The more uncertain, more open an issue develops
Surprise The more surprising an issue is or develops

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Quality assurance
• Quality assurance itself is an ongoing process with preventive,
accompanying and ex-post elements.
• The process of quality assurance is primarily established and
driven by the management. It allows for a persistent evaluation
in the sense of self-control to see whether the organization’s
performance (e.g. its programme) meets the goals and
standards set by them in accordance with the broader
regulatory framework.
• On the editorial level maintaining quality includes all the
systematically planed procedures which contribute to
determining journalistic production process or services or to
improve them and adjust them to previously defined
requirements – quality goals. Quality assurance thereby helps
to define corrective measures to meet the set standards and to
overcome deficits. To develop, steer and ensure quality in the
media companies, suitable management concepts are
necessary, which develop the corresponding structures and
creates internal guidelines.

24. Zürcher FachhochschuleZürcher Fachhochschule
Quality Journalism and New Technologies
Greece
24
interpretive
schemas / norms,
values, standards
facilities
(e.g. budget, instruments,
knowledge, hierarchy
work organization)
to communicate /
to legitimate
to exert
power
rules resources
media organisation
Journalism as a social practice
reproducing the rules and resources
by interaction of the journalists in
the media organisation

25. Zürcher FachhochschuleZürcher Fachhochschule
Quality Journalism and New Technologies
Greece
25
concepts:
e.g. „objective reporting“
norms:
e.g. independence, timeliness
facilities:
e.g. time, manpower,
knowledge, phone, archive,
to communicate /
to legitimate
to exert
power
rules of
signification/legitimation
resources of domination
ch process within the media organization
recursive process

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TQM as Media Quality Management concept
• Self-evaluation: Ongoing, information about stakeholder
environment is monitored and affects goals and processes.
• International Standard based on TQM: ISAS BC 9001 and ISAS
P 9001, defined by Certimedia, applied in Mexico, Indonesia,
Latvia.

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Elements of MQM Systems
MQM: System to ensure quality before, during and after the
production process
• Clear responsibilities
• Quality goals which can be measured
• Defined resources and processes

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(a) Quality policy
• The management should provide evidence of its commitment to
well-defined core values. The quality policy of the management
should be formalized in the form of a widely disseminated
document that is reviewed at least once a year. This document
could for example include an editorial charter that guarantees
the independence of the media organization from any kind of
power, be it political, economical or other. A code for
programmes or mission statement, an ethical code or a quality
manual includes e.g. professional norms of quality journalism,
such as pluralism of opinions and points of view, the promotion
of gender equality, consideration for minority groups, promotion
of diversity etc.

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(b) Resources and processes
• The management should identify and document all the
processes having a direct impact on the quality of editorial
content, the relationship with advertisers, the relationship with
external suppliers of content, the measurement of audience
figures and listeners/viewers’ satisfaction, and the management
of human resources. The organization should have clear rules
of recruitment and professional development options for all its
employees. The organization should pay particular attention to
the measurement of audience figures, audience satisfaction,
and stakeholders’ complaints, establish an in-house critic, or a
“content evaluation commission”, and put in place a quality or
ethics committee and mediation mechanisms (e.g.
ombudsman) to deal with external complaints.

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Current situation I:
Implementation of QM-Systems within the
media sector
• The ongoing scientific debate about QM-Systems has hardly
affected the media organizations so far.
• Research on the establishment and implementation of forms of
QM-Systems shows:
– QM initiatives are very seldomly implemented in media
organisations (exception: public broadcasters).
– Only one third of all news organizations has defined quality
goals in mission statements or editorial handbooks.

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Current situation II:
Some pressure from media regulators required
• The more the media operate according to the logic of economy,
efficiency and profit maximization, the less we can expect the
implementation of a quality management system.
• It is doubtful if media organizations make an effort on their own
to establish quality management systems.
 It takes public debate and some pressure from media policy /
regulator to institutionalize self-control.
 External media regulation – legal provisions – have to support
this process.

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Case Study Switzerland: Requirements
Regulatory Situation in Switzerland:
• OFCOM gives broadcasting licenses to private organisations.
Requirement: not too concrete, because of press freedom.
Instead: Requirements for programme content and production
process standards. This includes:
- Quality goals and standards concerning form and content of
programme
- Defined production processes
- Sufficient personal resources
• Licensing process 2008: 72 applicants for 54 broadcasting
licenses

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Case study Switzerland: Effects
• In their applications for licences, broadcasters deliver
information on MQM, rules of procedure, organizational
(responsibility) charts, financial situation incl. financing of
production, programme concepts.
• Concepts for preventive, accompanying and corrective
production measures to meet own quality goals
• 60% refer to TQM
• 2/3 have intention to have regular external MQM evaluation
• BUT: All are intentions – awareness is here, implementation
has to follow.

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Quality Management Instruments
TV (N=20)
in %
Radio (N=52)
in %
1. Preventive measures
Editorial mission statement 95 90
Editorial Handbook / Journalistic Guidelines 85 73
Training, external or internal 95/ 85 82/ 87
Management by Objectives (Quality goals) 70 60
Evaluation of employee satisfaction 15 0
Programme and issue planning 100 88

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Quality Management Instruments
TV (N=20)
in %
Radio (N=52)
in %
2. Measures accompanying the production process
Briefings by superiors 50 46
Editorial conference 80 77
Approval of single broadcasts (Countercheck) 65 48
3. Corrective measures
Feedbacks, internal or external 85 / 50 92 / 27
Ombudsman 5 6
Audience research 45 37
Evaluation of viewer / listener feedback 50 38