A Lesson Before Dying: Embracing Innovations for Community Engagement as a Survival Strategy for Media in Crisis

Sam Chege Mwangi 1 *

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Abstract

As media organizations confront an uncertain future unleashed by disruptive technologies, they are searching for ways to successfully navigate the changing information landscape. This paper argues that one way out of the present crises is for media to embrace a culture of innovation and use engaging communication technologies that are mutually beneficial to the media and to the communities they serve. The paper maps trends in media innovations and then reports on a unique innovation project that designed a new digital tool to help media re- engage their communities in new ways. The success of the project suggests that innovative tools and services that are specifically geared towards community engagement can provide a lifeline for media in crises as well as transform community news, information distribution and visualization, and impact community conversations, making new media technology a valued ally to media organizations and communities rather than a disruptive threat.

Keywords

Dying Community Engagement Survival Strategy Media Crisis

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 1, Issue 3, pp. 14-34

Published Online: 10 Jul 2011

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Article Downloads: 112

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