6. IJBGM - The Emerging of Global Journalism and Social Media - Alagi Yorro Jallow - Thailand - PAID

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The Emerging of Global Journalism and Social Media 37

THE EMERGING OF GO!" JO#RN"ISM "N$ SO%I" ME$I"

""GI &ORRO J"O'

Department of Management, Martin De Tours School of Management & Economics Assumption Univerity,

Bangkok, Thailand uamark !ampus

"!STR"%T

"reedom of information is one of the fundamental human rights, the right of every citi#en to e$press his or her

opinion through the %ritten and the spoken %ord 't is clear today that the technology of communication has revolutioni#ed

the spread of information, making it instantaneous and allo%ing it to reach an ever(%idening pu)lic Thus a ne% po%er is

)orn, the po%er of glo)al *ournalism and social media

+hat is the nature of this ne% po%er o% does it fit into the )asic structures and processes of democracy

Should %e not recogni#e the ne% po%er as an integral part of our democratic institution Thus pu)lic opinion could more

effectively help to shape government and corporate sector policies

-lo)al *ournalism and a vi)rant, free, and independent media play an indispensa)le role in the healthy functioning

of democracy and are a staple of any open society +e rely on the curiosity and skepticism of glo)al *ournalism to uncover

the truth, under%rite the pu)lic trust, and hold all accounta)le -lo)al *ournalism )ecomes an e$tension of real %orld

communication strategies )y allo%ing enhanced transparency and accounta)ility )et%een stakeholders

This paper seeks to descri)e the role of glo)al *ournalism and social media in applying )oth good political and

corporate governance practices as %ell as identify some pro)lems arising due to glo)al *ournalism

As societies, %e dra% our strength from confronting the truth of our o%n imperfections.and this is the potential

)enefit %hen %e rely on glo)al *ournalism to hold us to the highest standards, even %hen, or especially %hen, %e fall short

There is no freedom %ithout freedom of e$pression, and glo)al *ournalism and social media should strive for the highest

ideals of *ournalism/ to denounce all forms of in*ustice

(E&'OR$S) -lo)al 0ournalism, Social Media and -overnance

INTRO$#%TION

The Emerging of Global Journalism and Social Media

The vital role of glo)al *ournalism, the fourth estate, is fast changing as a result of technological advances that

have )rought a)out easier and faster access to all kinds of communication and information -lo)al *ournalism as %ell as

social media provide a constant stream of information to the pu)lic, %hich has )rought many government, nongovernment,

and corporate entities to greater accounta)ility, transparency, and pro)ity

+ith the advent of glo)al *ournalism and social media, there have )een unthinka)le changes in our lives "or

instance, privacy and confidentiality are more difficult to maintain1 it2s difficult to operate in secrecy or count on privacy

-lo)al *ournalism and social media also allo% people to more easily share different facets of their life in the glo)al pu)lic

***+iase,+us edi,or-iase,+us

In,erna,ional Journal of !usiness and

General Managemen, .IJ!GM/

ISSN.0/) 132411576 ISSN.E/) 1324117

8ol+ 9: Issue 9: Jun 4 Jul 1;2: 37499

< I"SET

http://www.iaset.us/





3= "lagi &orro Jallo*

spheres Technology en*oyed )y *ournalists is providing access to information )y the pu)lic.for e$ample, access to

)oardrooms that %ere supposed to )e inaccessi)le to everyone e$cept top management 'n many instances, e$pectations of

confidentiality are no more 3'nformation that once had )een safely proprietary no% escapes the confines of a corporation

and gains viral pu)lic e$posure !orporate missteps that once had )een easily and 4uietly managed can get magnified intocrisis,5 note Santiago !haher and David Spellman 67897:

+hen ;resident 0ohn " <ennedy %as assassinated, the %orld for the first time %itnessed live coverage of the

death of a head of state The e$ecution of ;resident Saddam ussein %as captured )y smartphone and %as made pu)lic,

and the mo) killing !olonel Muhammad -addafi in the streets of Tripoli %ent viral ' )elieve these and similar events have

)rought to stunning clarity the instantaneous and glo)al nature of modern information

The po%er of the ne% pu)lic glo)al *ournalism and social media helped spark the first 3Ara) spring5 uprising in

Tunisia, and other forms of glo)al pu)lic *ournalism helped sustain popular dissent in other parts of the Middle East and

=orth Africa Social media communication has demonstrated a ne% capacity to upend political agendas glo)ally

But they are not *ust effective in influencing political change 3+idespread use of social media has e4ual potential

to transform corporate agendas Tools used at Tahirr S4uare are also availa)le in the capital market for use )y directors as

much as )y disgruntled employees, )y customers )oth satisfied and aggrieved, )y competitors, and )y shareo%ners )oth

retail and institutional in confrontation %ith the )oard3 6!haher and Spellman, 7897:

=e% technological advances have resulted in a radical transformation in )oth the political and professional

spheres +ith the recent advances made in communication methods, it is )ecoming possi)le to imagine a %hole nation

)eing called upon to discuss its affairs day after day in the media marketplace in the manner of a glo)al village in classical

times 'n )oth realms, decision making and policy %ill )e influenced more )y pu)lic opinion, in a style similar to direct

democracy1 such a transformation can )roaden and enrich democracy and e$pands corporate accounta)ility

GO!" JO#RN"ISM "N$ SO%I" ME$I" IN $EMO%R"%IES

The media have come to play an increasingly influential role )oth in the lives of the citi#ens of our democracies

and in those of their leaders "or centuries, thought has )een mirrored in the %ritten %ord/ ne%spapers, pamphlets, and the

like "or the last >8 years or so, the transmission first of all of sound, and then of images, has spurred the conversion to a

continually flo%ing and immediately accessi)le %orld%ide information net%ork The proliferation of such forceful ne%

forms of communication has )rought into )eing a ne% form of po%er/ the po%er of social media

+hile it has numerous )enefits, social media po%er threatens a variety of confidential relationships, %hether that

of doctor(patient, attorney(client, priest(penitent or hus)and(%ife The social media demand for access to the ne%s in the

name of freedom of the press also threatens family privacy, relationship privacy, national security, and a %ide range of

confidential )oardroom decisions

+hat e$actly is the nature of this po%er +hat is its place %ithin the functioning of a democracy ?n %hat is its

legitimacy )ased as it no% )ecome a fully fledged po%er in itself, %hose de facto e$istence should )e recogni#ed as

such )efore the la% Does it constitute a fourth po%er

Democracy is characteri#ed )y the e$istence of legal rights among the citi#ens of a sovereign state The people are

the sole source of political po%er They e$ercise that po%er either directly or through representatives, )ut the principle of

Im>ac, Fac,or .J%%/) 3+=75 N""S Ra,ing) 1+7




legitimacy is al%ays )ound up %ith the %ill of the people +here does the media, a de facto po%er that %as initially

national )ut has no% )ecome glo)al, fit into this conception of democratic legitimacy +here does it stand %ith regard to

corporate governance This paper %ill try to address some %ays that glo)al *ournalism and social media can influence

corporate governance

THE Rise of Global Media

And yet social media are neither a po%er nor a counterpo%er, )ut a reality in the same %ay as economics is

neither a po%er nor a counterpo%er, )ut reality itself ?nly a fe% reckless follo%ers of Mar$ism speak of ultimate

economic po%er "ernand Braudel reminded us that economics %as society, that one %as part and parcel of the other and

that they %ere indivisi)le The same goes for social media and society/ they are indivisi)le !ivilian society is steeped in

the media *ust as it is in economics +e could even apply Braudel2s method to social media and identify three distinct

layers of the media reality, *ust as there are three layers of the economic reality At the very )ottom is the micro societal

layer, consisting of oral information1 in the middle is local and national information1 and a)ove that is 3glo)al media,5 inthe same %ay as there is %orld economics These three layers are also insepara)le from society

-lo)al media today is demolishing )arriers of time, space, and national )orders 't is a fluid and instantaneous

realm resem)ling the great financial market/ ne%s no% circulates as freely as dollars ere, %e are plunged in social media,

*ust as %e are plunged in economics o%ever, governments and corporate )odies are *ust as helpless %hen confronted )y

social media as they are in the face of the %orld2s economic realities They can neither control, channel, nor su)*ugate

information any more than they can protect themselves from ma*or economic upheavals They have )een a)le to esta)lish a

)alance of po%er %ith the media only on a national )asis, *ust as they have )een a)le to master economic movements only

%ithin a country in protectionist times

Today %orld media and %orld economics )ear %itness to the %ithering a%ay of nation(states 't is the

instantaneous nature of information that is helping to create the media %orld as %e kno% it today/ glo)al press agencies.

%ith the use of satellites, international television transmission, or %hatever the hard%are.is creating this ne% reality

Social media2s leading players have, in a sense, even more po%er than the actors in international economics The latter, in

fact, have less negotiating to do and less to e$pect from governments or corporate )odies

Thus, the three(layer media reality is no more regulated from outside than is the economy !onventional )alances

of po%er come into play at the first level At the second.national.level, regulation is )y the state in less democratic

countries, and through the rule of la% in the most democratic systems But %hat a)out the third level.that of glo)al social

media

=o state or *urisdictional regulatory authority e$ists in this area any more than there is a %orld central )ank

capa)le of controlling ma*or economic movements ?n the other hand, countervailing the a)sence of regulatory checks and

)alances is every)ody2s insistence on the media2s professionalism and code of ethics But %hat is the cult of professional

ethics, if not a return to individual morality as the sole counter%eight to phenomena that are hard to come to grips %ith,

control, or master =evertheless, there is no ans%er to glo)al media other than glo)al media itself, *ust as there is no

ans%er to %orld economics other than %orld economics itself +hat does this mean 't means the system can find its

e4uili)rium only in open operation.that is, %ith a large num)er of actors, a large num)er of trends, and a large num)er of







9; "lagi &orro Jallo*

instruments 't is a return to the good old theory of market forces

Self(regulation of %orld media presupposes that the la% of survival of the fittest does not operate too ruthlessly

among the social media and that they do not )ecome too tightly organi#ed into monopolies or oligopolies Time %ill tell if

this holds true

Though uncontrolled, glo)al media have a center *ust as %orld economics has a center That center is manifestly

the United States of America1 the United States dominate the glo)al media far more than the United States economy

dominates the %orld economy This stems from the fact that they have had a head start in development, their home market

is e$pansive, and they have a technical edge

!orporate po%er can pose as great a threat to democracy and freedom of communication as governmental

po%er/corporate communication markets can and do restrict freedom and e4uality of communication )y generating )arriers

to entry, monopolies, and restrictions in choice and )y shifting the prevailing definition of communication from that of a

pu)licly useful and pu)licly meaningful good to that of commercial speech and the consumption of privately appropria)le

commodities 6"iss, 9@@81 <eane, 9@@9:

GO!" JO#RN"ISM "N$ $EMO%R"%&

The ne% glo)al *ournalism, %hen it performs %ell, includes all those forms of *ournalism that recogni#e that the

)orders )et%een domestic and foreign are negotia)le and su)*ect to continual osmosis -lo)al *ournalism is more or less

a%are of its dependence upon glo)al dynamics and thus sees itself as contri)uting positively to citi#ens2 understanding of

the push(pull processes of glo)al interdependence, conflict, and compromise that stretch from local milieus to the four

corners of the earth and )ack again

Similarly, social media sites are places %here po%er struggles are visi)ly %aged and %itnessed )y means other

than violence and %ar/ they are the narrated, imagined, nonviolent spaces %ithin glo)al civil society in %hich millions of

people at various points on the earth %itness the po%ers of governmental and nongovernmental organi#ations )eing

pu)licly named, monitored, praised, challenged, and condemned )y *ournalists, in defiance of the old tyrannies of time and

space and pu)licly unaccounta)le po%er -lo)al *ournalism conse4uently heightens the sense that the socioeconomic and

political legal institutions of our %orld are unfinished, permanently threatened pro*ects They shake up its dogmas and

in*ect it %ith energy They ena)le citi#ens of the %orld to shrug off their insularity, to see that talk of glo)al civil society is

not simply +estern(turned(capitalist ideology.and they even ena)le us to appreciate that the task of painting a much

clearer picture of the contours and dynamics of glo)al civil society, a picture that is a)sent from most of the current

literature on glo)ali#ation, is today an urgent ethical imperative

The contemporary gro%th of glo)al *ournalism certainly points to the need to )ring greater democracy to the

glo)al order o%ever, the vast num)ers of nongovernmental organi#ations kno% little or nothing a)out democratic

procedures and )ehaviors The %orld is structured also )y a conglomeration of governmental structures.a 5cosmocracy5

comprising )odies like the European Union, the United =ations, the +orld Bank.that defies the te$t)ook of traditional

political science and political theory 6<eane, 9@@9: -lo)al pu)lics have important implications for democratic theory and

practice By thro%ing light on po%er e$ercised )y moonlight, or in the dark of night, glo)al pu)lics and glo)al *ournalism

that supports them stretch citi#ens2 hori#on of responsi)ility for %hat goes on in the %orld 6Ed%ards and -aventa, 7889, pp C: They help keep alive %ords like freedom and *ustice )y pu)lishing the manipulations, skullduggery, and )rutality





in other countries 3-lo)al pu)lics, of the kind that in recent years have monitored the fate of Aung San Suu <yi and

asser Arafat as %ell as =elson Mandela and -eorge + BushF, muck %ith the messy )usiness of e$clusion, racketeering,

ostentation, cruelty, and %ar They chart cases of intrigue and dou)le(crossing They help audiences to spot the various

figures of top(do%n po%er on the %orld scene/ slick and suave managers and professionals %ho are %ell(practiced at theart of deceiving others through images1 kingfishers %ho first da##le others and then stum)le %hen more is re4uired of

them1 fools %ho prey on their citi#ens2 fears1 4uislings %ho %illingly change sides under pressure1 thugs %ho love

violence1 and vulgar rulers, %ith their taste for usurping cro%ns and assem)ling and flattering cro%ds or )eating and

compelling them into su)mission5 6<eane, 788Ga, pp 9C7CG:

-lo)al *ournalists can also 3pro)e the po%ers of key organi#ations of glo)al civil society itself +hile the multiple

voices of this society function as vital checks and )alances in the overall process of glo)ali#ation, very fe% of the social

organi#ations from %hich these voices emanate are democratic ;u)licity can serve as a reminder to the %orld that these

organi#ations often violate the principle of pu)lic accounta)ility Heminders are served to those %ho read, listen, and %atch

that its empty spaces have )een filled )y po%erful )ut pu)licly unaccounta)le organi#ations or )y profit(seeking

corporate )odies that permanently aggravate glo)al civil society )y causing environmental damage, or s%allo%ing up

others )y producing *ust for profit rather than for sustaina)le social use -lo)al pu)lics )acked )y glo)al *ournalismF can

help to e$pose malfeasance, such as accounting and stock market frauds of the kind in the United States during 7887 that

rocked the industrial conglomerate Tyco 'nternational, the energy trader Enron, the ca)le company Adelphia, and the

telecommunication giant +orld!om -lo)al *ournalism can like%ise help 4uestion some of the more du)ious practices of

some nonprofit '=-?s5.for instance, their lingering colonialist ha)it of )ehaving like missionaries, 3their )ureaucratic

infle$i)ility and conte$t()lindness, their spreading attachment to market values or to clichIs of pro*ect(speak, or their

mistaken )elief in the supply(side, trickle(do%n model of social development5 6<eane, 788Ga, p 9CG:

3Because of their propensity to monitor the e$ercise of po%er from a variety of sites %ithin and outside civil

society, glo)al *ournalism.%hen it functions %ell.puts matters like representation, accounta)ility, and legitimacy on the

political agenda +ho )enefits and %ho loses from glo)al civil society +ho currently speaks for %hom in the multiple

and overlapping po%er structures of glo)al civil society +hose voices are heard, or half(heard, and %hose interests and

concerns are ignominiously shoved aside o% could there )e greater e4uality among the voices that emerge from the

nooks and crannies of this society And through %hich institutional procedures could these voices )e represented5

6<eane, 788Ga p 9C>: +ith these 4uestions, glo)al *ournalism can help fight against entities %ho seek to monopoli#e

po%er at the local and glo)al levels Moreover, it can e$pose corrupt or risky dealings and name them as such, as %ell as

catching decision makers and forcing their hands and then re4uiring them to rethink or reverse their decisions And in

uneven contests )et%een decision makers and decision takers.corruption scandals %ithin the 'nternational ?lympic

!ommittee or European Union controversies a)out United States foreign policy are good e$amples.glo)al *ournalism and

its pu)lics can help to prevent the po%erful from 3o%ning5 po%er privately At its )est, glo)al *ournalism and its pu)lics

imply greater parity 6<eane, 788G):

According to ;rice%aterhouse!oopers, 3"irms that em)race +e) 78 6social technologies: and social media are

more likely to )e market leaders, have their market share increase, and use management practices that lead to higher

margins5 67897: +hat is the relationship )et%een )usiness and social media and the conse4uences at their peril +e have,







91 "lagi &orro Jallo*

for an e$ample, the e$perience of the Argentine "oot)all Association 6A"A: "oot)all 6in some places, called soccer: is the

most popular sport in Argentina, and its millions of fans %ant to kno% everything related to it So, %hen the A"A )oard met

in 0uly 7899 to discuss a possi)le ne% organi#ation for the national tournament, the pu)lic immediately )ecame interested

Before social media came a)out, the A"A %ould have have kept its deli)erations confidential until it %as ready to

pu)lici#e the details of the ne% setup on its o%n terms The ne% format %ould have nearly dou)led the si#e of the top

league )y adding 9J more teams, in turn increasing revenue )y KG78 million in television )roadcasting rights for the A"A,

paid )y the Argentinean government 6%hich holds the TL rights:

+ith social media, it is harder for organi#ations to control information, and after the A"A meeting, a )oard

director t%eeted a)out the changes, even though there had )een no decision yet made is one t%eet caused a serious

reaction from foot)all fans, including those opposed to the ne% tournament, %hich *eopardi#ed the pro*ect

3So much social media attention had )een dra%n to this issue that an A"A spokesman %as forced to declare that the

national Argentine government %as not involved in the process of creating the ne% tournament.that it %as only an idea

Unfortunately for the A"A, it relied solely on television as its communication pipeline, %hile the social media channel

continued to lead the issue in a do%n%ard spiral, generating a live protest involving 88 people in front of A"A

head4uarters By the end of the %eek, the A"A announced its Nindefinite2 postponement of the ne% tournament pro*ect and

0ulio -rondana2s decision not to run for reelection as chairman5 6Deloitte, 7899:

This e$perience sho%s very %ell ho% misunderstanding and underestimating social media can affect )usinesses

3The A"A e$perience underscores %hy directors and managers must understand social media technologies, the ethos of

social media users, the dynamics of ho% 3conversations5 occur and people Nengage2 %ith one another, and the tools used to

monitor and analy#e social media activities ;aul !antor 67897:, chairman of the '=- Direct Hisk and 'nvestment

!ommittee, advises, NBoard oversight of social net%orking re4uires more than an understanding of the underlying of the

sociology and the implication of the phenomenon25 6!haher and Spellman, 7897: This e$ample is only one of many that

aptly illustrates the po%er of social media to effect far(reaching change

%ON%#SIONS

+hat is called democracy is rarely pure or authentic +hether in the kitchen or in staff meetings, or in the

)oardroom or on the )attlefield, it al%ays seems to )e in short supply +e are al%ays chasing it around corners, through

halls of mirrors, across uncharted landscapes and oceans, up into )lue skies And %hile improvements are made,

perfecti)ility and disappointment and failure are inscri)ed %ithin the very idea of democracy1 the role of glo)al *ournalism

theory in such circumstances is to remind us of the practical re4uirements of the ideal at a glo)al level

As has )een noted, 3The struggle against )lind arrogance and stupidity caused )y po%er may not )e ultimately

%inna)le, yet it is among the struggles that %e human )eings a)andon at our o%n peril Democracy is a po%erful remedy

for hu)ris 't champions not the rule of the people.that definition of democracy )elongs in more %ays than one to the age

of kings.)ut the rule that no single )ody should rule 't refuses to accept that decision makers can dra% their legitimacy

from gods and goddesses, or tradition, or ha)it, or %ealth Democracy is a %ay of life and a %ay of governing in %hich

po%er is pu)licly accounta)le, in %hich the use of violence and sitting on thrones and making decisions )ehind the )acks

of others.and the intrigues and am)itions that usually accompany ar)itrary rule.are deeply pro)lematic





3The history of democracy is replete %ith a %eird and %onderful cast of figures %ho )elieved in democracy

)ecause they sa% that it could hum)le )lind arrogance5 and %as not merely a marketa)le commodity 3They refused the

temptations of aggrandi#ement and did not much like )ig clichIs and smelly little orthodo$ies They trusted in simple

decency They did not )elieve that une4ual society %as inevita)le They )elieve in the po%er of the po%erless That is %hy,in these testing times, their democratic spirit, helped along )y glo)al *ournalism, )adly deserves to )e nurtured.not only

%ithin )ut also )eyond the )orders of territorial states5 6<eane, 788>,) p >:

Though %e do not kno% yet the future role of glo)al *ournalism and social media in helping to shape pu)lic

opinion and change corporate and government policy, %e can assume that its influence %ill only gro% over time Though

there %ill )e challenges posed )y this gro%th and undou)tedly some negative conse4uences and repercussions, for the

most part, the increased impact of glo)al *ournalism and social media should )e a )enefit, helping to promote democracy

%orld%ide as %ell as a freer, more independent, and more effective media 't is hoped that glo)al *ournalists and social

media outlets %ill %ork tirelessly and relentlessly to%ard this ideal

REFEREN%ES

9 !antor, ; 67897: Board governance of social net%orking/ )eyond literacy, directors must master the sociology of

social media ?nlineF Availa)le/

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!orporate Directors 6March J, 7897:

7 !haher, S, & Spellman, 0 D 67897: !orporate governance and social media/ a )rave ne% %orld for )oard

directors A -lo)al !orporate -overnance "orum ;u)lication, 7897 ?nlineF Availa)le/

https/OO%%%openkno%ledge%orld)ankorgO)itstreamOhandleO98@JO9C8@7OC7@8BH'88;UB8?+QED-E8=?

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<eane, 0 69@@9: The media and democracy !am)ridge/ ;olity ;ress, pp 9@7

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99 "lagi &orro Jallo*

99 ;rice %ater house !oopers 67897: Social media.the ne% )usiness reality for )oard directors Director2s

Briefing Series 67897:/ ii ?nlineF Availa)le/ https/OO%%% p%ccomOenP!AOcaOdirectorconnectOpu)licationsOp%c(

social(media(ne%(reality(for(directors(7897(87(enpdf 6May 7 , 789:

"#THORS $ET"IS

Mr+ "lagi &orro Jallo* is the co(proprietor and founding managing editor, the Independent newspaper , in the

tiny +est African state of The -am)ia in 9@@@ after serving as a correspondent for a num)er of years %ith the British

Broadcasting !orporation Since his *ournalism career )egan in 9@JC, 0allo% has also %orked as a correspondent for the

'nternational ;ress 'nstitute and as a consultant to the Qondon )ased free(e$pression organi#ation Article 9@ 0allo%2s

media e$perience has spanned more than t%o decades e has %orked in ne%spapers, maga#ines and radio 6as a BB!

correspondent: and as a trainer in mainstream and community media is services as a trustee in many media(related

organi#ations and his decade of involvement in the -am)ia ;ress Union, All Africa Editors "orum, and 'nternational ;ress

'nstitute have provided him %idespread recognition in his field e %as HeaganO"ascell Democracy fell %ith the =ational

Endo%ment for Democracy )ased in +ashington D! e is %idely kno%n and respected for his research, presentations and

*ournalism e %as a =ieman "ello% at arvard University, =ieman "oundation for 0ournalism in 788(8C 0allo% also

)ecame an Ed%ard S Mason "ello% at arvard2s <ennedy School of -overnment, a program in pu)lic policy and

management, in 788Je has a Master2s degree in ;u)lic Administration at arvard University e is currently a full time

lecturer at the Department of Martin de Tours School of Management and Economics at Assumption University, Bangkok

Thailand
