Rosen, to his credit, has also asked hard questions about his own movement. In a post before a blogger conference in 2006, he wrote that it was a “put up or shut up” moment for what he called the users-know-more-than-we-do school. As he wrote, it’s not that the idea isn’t desirable (all agree, it is) or even possible (or, why, he writes “did god give us the Internet”): “But how? I mean exactly how?” He was probably wrong about 2006 being a put-up-or-shut-up moment (after all, peer-production advocates tend to think in five-hundred-year chunks). But it is fair to point out that five years later, the “how” is far from clear. Indeed, in reading FON literature, it is telling that the same anecdotal FON success stories— Talking Points Memo’s US Attorney coverage, “macacca,” “bittergate”— keep reappearing. While Shirky says “nothing will work,” the fact is that it’s peer production that isn’t really working for news, while institutions still do.
This is not to say that the FON debate hasn’t sparked important discussion about what kinds of environments best foster journalism. News pros argue, correctly, that institutions not only provide reporters resources and backup, the best ones create valuable news cultures by aggregating people of a certain mindset. Put it this way: a lot of people are smart and skeptical, but not everyone wants to devote his or her life to uncovering graft at the public buildings authority. On the other hand, peer-production advocates have a point when they wonder whether there is something about news bureaucracies that strangles as much journalism as it nurtures. The question then becomes, though, what replaces them?
Alas, like other FON thinkers, Rosen is quicker to see the upside of disruptive technology than the problems it brings to journalism. In an interview in August with TwistImage, a blog run by a digital marketing executive, Mitch Joel (“digital marketing and media hacking insights and provocations from his always on/always connected world”), Rosen makes a true, if oft-repeated point, that old journalism was captive to its production requirements, the press run, the trucks, etc.
. . . because the thing about journalists is that they have to produce every day and have to reproduce the world every twenty-four hours. And so, the production routine becomes their god, and what journalists before the web actually specialized in was fitting the world, and what they learned that day into the very narrow slots that their production routine made available.
The irony, though, is that in the second decade of the twenty-first century—thanks in no small part to FON thinkers, including, sad to say, Rosen—journalism is now enslaved to a new system of production. Publishing is now possible all the time and in limitless amounts, forever and ever, amen. And, given the market system, and the way the world is, that which is possible has quickly become imperative. Suddenly, the “god” of the old twenty-four-hour news cycle looks like lovely Aphrodite compared to the remorseless Ares that is the web “production routine.” And this new enslavement—trust me here—hurts readers far more even than it does the reporters who must do the blogging, tweeting, podcasting, commenting, and word-cloud formation until all hours of the day and night. This is why, IMHO, journalism is great these days at incremental news, not so good at stepping back and grabbing hold of the narrative. In some circles, this is frowned upon.
The cruel truth of the emerging networked news environment is that reporters are as disempowered as they have ever been, writing more often, under more pressure, with less autonomy, about more trivial things than under the previous monopolistic regime. Indeed, if one were looking for ways to undermine reporters in their work, FON ideas would be a good place to start:
• Remind them, as often as possible, that what they do is nothing special and is basically a commodity.
• Require them to spend a portion of their workday marketing and branding themselves and figuring out their business model.
• Require that they keep in touch with you via Twitter and FB constantly instead of reporting and writing.
• Prematurely bury/trash institutional news organizations.
• Promote a vague faith in volunteerism.