We’re finally here! Today we examine and visualize the last of the four layers of networks taken from our book Beyond The Echo Chamber. In this post, we offer not one, but two visualizations that illustrate how media makers can integrate and interact with the final network layer: Networks of Institutions.
As a quick recap, over the last few posts we have examined and visualized three of the four layers including:
- Networked users: See Monday’s post
- Self-organized networks: See Tuesday’s post
- Institutional Networks: See Wednesday’s post
Networks of Institutions bring together all of the previous layers—users, self-organized groups and institutional networks—to form the most complex and powerful of all the networked layers.
With this layer, we break down the walls preventing journalism and media organizations from working together and with other organizations. In fact, we argue, in this new networked media environment, when faced with increased competition and reduced resources, collaboration and cooperation are key to impact.
In the visualization below, we describe what makes up the first kind of Network of Institutions: a Media Network. “Media makers and outlets can form collaborative networks to jointly report on complex issues, and structure new models for innovation and revenue,” as we elaborate in the book. “Bloggers and legacy media outlets can and should coordinate around shared reporting on complex issues, work together to build upon each other’s strengths, and fill in each other’s gaps.”
The Media Consortium (with Tracy as the Project Director) is a current example of a media network.
Common characteristics of a media network include:
- sharing tools and business strategies
- working together to integrate/build upon editorial strengths
- collectively influencing public discourse
- setting/leading news agendas
- building relationships and advocating for sector
But we’re not done. Networks of Institutions also include a “hybrid model.” As we note in Beyond the Echo, “Networks that combine media outlets, nonprofits, and grassroots organizations can work together to drive traffic, build buzz, and raise the stakes around particular issues or events.” We explain that such partnerships can, “drive traffic and awareness via single stories or shared long-term interest in a particular topics. As such networks of institutions develop, the partner institutions can cross-post reporting, devise action opportunities, jointly fund-raise, and more.”
Characteristics of Hybrid Networks include:
- Combine media outlets, institutions and networks
- Short or long-lasting
- Formed around an ad hoc campaign or a persistent issue
- Spread content and make connections among multiple institutional networks to drive and inform action and set news agendas
- Can strengthen movements and overall progressive movement. (NOTE: not all hybrid networks have to be political or ideological. Feel free to rethink this characteristic if if it applies to your organization’s mission and your sector.)
And last, but not least, here are the strategic questions for media organizations to ponder when deciding how to integrate strategic networks into their work.
- How can your outlet strategically build and connect with hybrid networks?
- How can you reach new users and inform mobilization?
And that’s it for our special series on the four layers of networks! These posts and visualizations are intended to stir conversation (and possibly arguments) among media leaders, makers, funders, investors, academics, users and more. We also hope they will be used as strategic tools by a broad swath of media makers as they determine how they should operate in this network-powered media environment for long-term sustainability and impact.
For more information and detailed analysis of the four layers of networks, please be sure to check out our book Beyond The Echo Chamber.
But we’re not done yet—stay tuned for a super secret, super awesome visualization release. You’re not going to want to miss it.
