by Yoshito Hori

Opinions Oct. 10, 2011 - 06:55AM JST ( 4 )

TOKYO —

It has taken mankind several hundred years to develop what we call the “mass media.” During this time, the volume of available information has increased explosively and real-time access to information has been enhanced through the development of newspapers, magazines, radio, and television. Today, mass media is undergoing dramatic changes with the emergence of the Internet and social media (Internet and social media are intentionally separated here).

The Internet and social media, such as SNS and Twitter have been the cause of truly dynamic innovations due to their low cost, two-way, real time, and viral nature of transmission. With the evolution of social media, large numbers of people can directly access information without the intermediation of the mass media. Moreover, messages can be directly transmitted and delivered to an unlimited number of people.

Similarly, using such methods as Nico Nico Douga, Ustream, and V-CUBE, the public now has real-time access to video content without the intermediation of television. The recent webcast of my head-to-head debate with Masayoshi Son attracted a very large audience that followed the debate for 3 hours and 25 minutes without any interruption from commercials. Moreover, the program can be archived for Internet retrieval at any time.

These developments have been dramatically accelerated by the proliferation of smart phones and tablet PCs.

As a result, mass media have suffered a serious decline in their revenue stream, which depends on advertising and the numbers of subscribers and viewers. The management of mass media and even its fundamental raison d’être have been called into question. However, we see that mass media is clinging on to its old system and practices, and very little progress has been made in self-transformation.

Surely these dynamic changes in the environment provide mass media with an excellent opportunity for self-transformation. However, so far, the management of mass media have been missing the chances. It is my earnest hope that the mass media will continue to evolve through open and free competition with other new media and that higher standards of journalism will be achieved through this process. It is with this hope in mind that I am presenting my “Expectation to the Mass Media.”

Note: “Mass media” is used here to denote the conventional media, such as newspapers, magazines, radio, and television. The Internet and social media are referred to here as “emerging media.” Finally, the term “media” is used to denote the entire field comprising both the “mass media” and “emerging media.”

Create an Environment Promoting Open Competition and New Entries through Deregulation

Each segment of the mass media has its characteristics and its special importance. While keeping this in mind, I propose that we attempt what has long been considered to be taboo. That is, let us aggressively eliminate all the laws and regulations that protect vested interests and shut out new entrants. Such an initiative would include the abolition of “resale price maintenance systems,” the revision of the Broadcast Act and Radio Act (liberalization of licensing and radio waves), and the revision of the “principle of excluding multiple ownership of the media (restrictions against cross-ownership of media).”

Similarly, Japan’s closed and exclusive “press club system” should be abandoned and replaced with a system that is open to a diverse range of media to promote sound competition among the media.

Develop the Full Powers of Journalism

1) Fair and Unbiased Reporting

Reviewing the television coverage of the recent nuclear power related problems, there were many programs with the obvious intent to lead society to oppose nuclear power generation. As a medium that uses the public airwaves, the importance of fair and unbiased reporting in television is very important. The temptations of sensationalism as a means to attracting more viewers must be avoided. Instead of only giving time to the vocal opponents of nuclear power, I urge television to present viewers with a broad range of views and perspectives.

It is my hope that the media will abandon the stance of superficial, sensational, and transitory reporting and commit itself to fair and unbiased investigative reporting that is firmly founded on facts.

2) Simple Criticism Isn’t Enough – Voice Approval and Positive Proposals

In my interview with journalist Soichiro Tahara, he said, “The role of journalism is to criticize those in power. But after constant criticism, we have a new prime minister every year. I expected them to be much tougher.” I interjected with this question: “Instead of constant criticism, why not voice your support for good things or present positive proposals?” In reply to my question, Mr Tahara shared a very honest comment that had been made by the editor-in-chief of a major newspaper. “Criticizing is easy, but making proposals and suggestions is a very demanding task.”

We obviously expect our journalists to report on scandals, accidents, and incidents with a critical eye. But it is also important for them to be prepared to support, agree with, and present positive proposals to society on matters of social significance. Journalism with just constant criticism will create an environment in which no one will be prepared to stand up as a leader. I believe there should be an approach which supports those making brave challenges.

Shift Focus from “Political Maneuvering” to “Policies”

Hearing that a political writer of one of Japan’s three leading newspapers was giving a talk at a meeting hosted by a business organization, I attended the event with considerable excitement. But the entire 45 minutes of the talk were given to partisan issues and political maneuvering. Not a single word was spoken on “policies.” Quite honestly, I was very disappointed. I could not help but raise my hand to pose this question, “Political reporting in Japan is criticized for being solely focused on partisan issues and political maneuvering with no attention given to policies. How do you respond to this criticism?” Unfortunately, I did not receive a convincing answer.

I would like to see the focus of political reporting shift from partisan issues to a thorough treatment of policy issues, on which the public would have a sound foundation to base its decisions on. This makes policy debate essential and indispensable. I believe it is acceptable for newspapers to take clear positions in policy debates to a certain extent. Regarding the nuclear power plant accident, different newspapers have adopted different positions, which is perfectly alright. My only hope is that the reporting is at all times backed by facts. On the other hand, as mentioned under 1) above, it is questionable whether it is alright for the medium of television, which uses the public airwaves, to take one-sided positions on the issues.

Improve the Education of Journalists

Japan’s mass media reporters receive very limited education in journalism. Basically, their learning tends to be restricted on the job. The fact is that I cannot think of any other profession that spends so little time and money on education and training than mass media. In Europe and America, most journalists have have advanced degrees in some type of graduate program in journalism, economics, business or public policy. When I was studying at Harvard Business School, I myself knew several journalists enrolled in the same program.

In the case of Japan, it seems budgets are not readily available for traveling or participating in conferences. Maybe this cannot be helped in an environment committed to cost cutting. However, what the readers really want and expect from journalists is sophisticated knowledge and perspective. These are qualities that must be developed through education. This is not to say that we do not have distinguished journalists. I count many excellent reporters among my friends. But I remain very doubtful that a proper educational framework exists in the Japanese case.

The impression I have gained from participating in the Davos Conference and various other meetings is that European and American journalists are capable of actively taking the podium as moderators and panelists. However, it is extremely rare to have a Japanese journalist who can take the podium. The only person that comes to my mind is Yoichi Funabashi, the former editor-in-chief of Asahi Shimbun. In light of this situation, journalists certainly do not have the right to bemoan and criticize Japan’s “low international presence.”

“Japanese reporters are fixated on scooping the competition, which means constantly hunting after information by sticking close to sources both night and day. European and American reporters leave that part of the work to the wire services, such as Reuters or AP. What they do is to take the news from the wire services, meet with experts to try to figure out how the new development will impact or change society, and concentrate on writing.” This is an interesting explanation that I heard. I am a regular reader of the Financial Times and the Economist. I believe that Japanese reporters should receive good educations and be given ample opportunities to gain experience on a global scale. It is my hope that this kind of background will prepare and equip our reporters to write many articles that will win the praise of readers.

Develop New Media Models in Internet & Social Media era

Whether we like it or not, the “integration of broadcasting and communication” will be accomplished in the near future. While television hesitates to take the plunge into Internet broadcasting, it is very likely that new forms of Internet-based media will emerge that will overwhelm and surpass television. Takeshi Natsuno has stated that 2010 marked the emergence of general public recognition of Internet-based media. This was the year in which Ichiro Ozawa used Nico Nico Douga to broadcast himself over the Internet. Similarly, the shocking video from the Senkaku Islands incident was first released on YouTube, after which it was reported in the conventional media. These developments indicate that Internet-based media have already established an important presence for themselves.

Emerging media such as the Internet and social media are still in their early stages and will continue to evolve and develop.

Turn on the television today and you cannot miss the numerous variety shows featuring comedians. If television maintains its present framework, intelligent people will stop watching in even greater numbers and advertising revenues will decline. This will create a vicious cycle leading television further and further down into realm of the vulgar. Remember the educational impact of media. Broadcasting inferior programs will lower the public’s level of intelligence. This is an outcome that must be prevented.

It is my prediction that all forms of content will find their way onto the Internet within several years and that books, newspapers, magazines, radio, and television will be integrated on the Internet as text, audio, and video. Such tools as email, SNS, and Twitter will provide an expansive arena for competition based on quality of content and the ability to communicate. This will rob television of its viewers and will greatly intensify the competition for advertising revenue. While I expect conventional forms of mass media to continue to exist even while experiencing gradual decline, the main battlefield for the media and for the formation of public opinion will move completely to the Internet.

I use the term “direct media” to refer to the Internet and social media. On the other hand, I have labeled the conventional media as “indirect media.” The difference between the two is based on whether or not an editor has inserted his or her own views and intent. Consider this: the webcast of my debate with Masayoshi Son continued for three and a half hours with no interruption. In addition, a text volume of 90,000 words was uploaded without any editing. All sorts of experts and citizens made comments and viewers made their own judgments.

Mass media tends to bear the biased editorial intent that is further distorted by commentary. The advantage of the Internet is that a wide variety of views can be expressed by anyone who wants to, and viewers can arrive at their own judgment through a process of elimination. The Internet also has the advantage of providing the principal players with an opportunity to directly explain their views and positions. I feel that “direct media” is sounder than the world of “indirect media,” which can be distorted by a small group of people.

It is my hope that conventional media will start developing new models by choosing to become actively engaged in the “direct media” of the Internet and social media. I also eagerly look forward to the emerging media launching various initiatives that cannot be undertaken by the conventional media for the creation and proliferation of new models.

All members of the public can benefit from real-time access to high quality information and from bi-directional interaction with sharply honed knowledge, perspective, and commentary. My hope is that the possibilities of new media will be used to evolve in this direction. The media certainly must not join ranks with the forces of resistance that seek to stop this process of evolution. Thus, my expectation for the mass media is for it to aggressively engage in innovation and evolution of media.

Author Infomation

Yoshito Hori

The writer is president and dean of GLOBIS University and managing partner of GLOBIS Capital Partners.