Twitter’s impact on the news and media cycle


While online technologies have transformed the media along many dimensions, one of the most important ways of understanding this is in how the news cycle has changed.

In the old days news was broken on real-time channels such as radio and TV, reinforced and pushed out to a broader audience through newspapers, discussed again in chat shows, and sometimes had life added to the news with updates or responses.

Today, while elements of that cycle remain, much of it has changed. Twitter has had one of biggest impacts on the news cycle, firstly by often being the first media to break news, in offering a discussion forum around mainstream media coverage, and amplifying stories that have appeared in traditional formats.

I stumbled across a couple of interesting graphics and analysis by Samuel Degremont at Burson-Marsteller Paris who shows some of these changes visually.

Click on the images to see them in full size and read Samuel’s detailed discussion (in French).[UPDATE:] Here is the blog post translated into English.



The PR industry has been the greatest student and practitioner of the media cycle. Now the industry is reinventing itself to deal with a dramatically different cycle for how news disseminates. It is a fascinating process to watch.

[NOTE:] See also How Twitter impacts media and journalism: Five Fundamental Factors

  • Some great stats and comments Ross. I’m with you on wondering how long it’ll take. Like you, I know quite a few people in PR and “Mainstream” media who thought twitter was just amongst the many other online trends that would just fade away soon. But it’s not the case, it’s only gained momentum and in the hands of user has turned into reporting tool for the masses – regardless of how public or private their announcement is.
    I’m interested in what is taught to journalism students at our Universities etc. Is twitter hashtag searching and filtering a technique they are taught? Should it be?

  • zorro1x

    Actually, very little has changed.
    The dynamic of spreading news, amplifying stories and creating a discussion forum to breaking news has always been around. It’s called word-of-mouth. The only difference is we now have a way of “seeing” it in action through Twitter and, in a way, Twitter facilitates the process.
    News still happens the way it always has and it spread the way it has always been spread in the past.
    Let’s not make too much of Twitter.

  • twitter cant stay like that ,
    i hope what the marketing twitter get oout

  • Sddf

    For Nike Air Max LTD II Romney, facing a strong challenge from Rick Santorum in his second run for the Republican presidential nomination, the shifting stands on Air Max Classic BW the auto-industry bailout underscore a persistent criticism lodged against him — that the former Massachusetts Air Max 90 Trainers governor has changed positions for political expedience. His argument also places him on the wrong side of one of the Nike Air Max Classic BW few economic success Air Max 95 stories voters have witnessed.“Michigan very uniquely believes that the impact on the auto industry was positive, Nike Air Max 90 and that it was a necessary act, and Mitt Romney has a challenge Air Max 1 to try and explain his position against doing that,” Air Max 90 said Bernie Porn of EPIC-MRA, a Lansing- based research company.USA TODAY calculated that the Santorums have paid effective tax rates between 25.4% Air Max 90 UK (in 2007) and 28.5% (in 2010). That’s far more than what Mitt Romney’s effective tax Nike Air Max 95 rate was in 2010, but lower than Newt Gingrich’s rate the same year. After what was considered a debilitating loss to Gingrich in South Carolina last Nike Air Max 90 Hyperfuse month, Romney Nike Air Max 2012 handily won Florida 10 days later, even though Nike Air Max 90 Premium he trailed Gingrich in the early polls.Romney defends his Air Max LTD 2 position that the government shouldn’t have provided direct help to the car companies, and advocated it anew in a Feb. 14 op-ed in the Detroit News that called Obama’s management of the bailout “crony capitalism on Nike Air Max 87 a grand scale.” He charged that the president hampered the auto industry’s recovery by using the rescue to enrich union supporters, even as he went along with the restructuring Air Max Classic BW Sale Romney had suggested.