The People versus Murdoch: the rise of independent media

Over a decade ago, I wrote about a subject that remains as relevant today as ever. For nearly twenty years, I’ve been hammering away at the keyboard – a space where I could speak freely, defy control, and fight for democracy and truth. It was a place to be heard. But it wasn’t always this way. Before the rise of bloggers and independent media, we were limited to listening to those who controlled the narrative.

Let’s revisit the days when we found our voice, thanks to the emergence of bloggers, citizen journalists and independent media.

Plato (428–348 BC) opposed the written word, arguing it would erode memory. He believed people would stop memorising facts or stories, and that spreading words indiscriminately was wasteful and untrustworthy. How prophetic. Spoken over two millennia ago, his words feel strikingly contemporary. Consider today’s mainstream media (MSM), which claims its journalists are reliable, truthful, and objective. Who do you believe – them or Plato?

In recent decades, the MSM has leaned toward stories that are trivial, narrow, shallow, and sensationalist – often at the expense of truth. As Plato might have lamented, the MSM spreads words indiscriminately, wastefully, and with questionable trustworthiness. Truth, it seems, doesn’t sell newspapers.

Some bloggers echoed Plato’s concerns, prompting a fierce backlash from the MSM. I recall reading articles from the Murdoch press that unleashed a near-xenophobic hatred toward the blogosphere, attacking it with more zeal than they ever directed at incompetent politicians. One such critique described the blogosphere as:

A small, incestuous clique of self-identified lefties, with readerships composed mostly of themselves… Naivety and self-righteousness define the vast majority of the Australian blogosphere, along with whining conspiracy theories. Those who hide under the veil of anonymity, taking cheap shots to satisfy their trendy social agenda.

The MSM claimed, “The great thing about newspapers is that, love us or hate us, we’re the voice of the people. We represent the community, their views, their aspirations, and their hopes.” Represent the community? Don’t they mean control the community?

Independent media has profoundly reshaped modern communication, much to the chagrin of traditional print media. The MSM often dismisses us as falling below their standards, but I disagree. Today’s news stories are frequently little more than opinion pieces, unchallenged and unaccountable. Citizen journalists, however, hold the MSM to account – a role that sits uneasily with the media establishment.

Many citizen journalists possess a natural gift for taking the day’s main story, transforming it into something worth reading, and fostering a range of opinions that the MSM often ignores. In just a few years, blogging – in particular- became a global phenomenon, reshaping journalism and unlocking publishing opportunities previously unimaginable. To me, blogging is journalism. While individual blogs may have limited readership, sites with aligned agendas often link together to amplify their impact. In contrast, MSM blog platforms typically filter out contributions that don’t fit their narrative, rendering them inaccessible to dissenting voices.

So, what impact have independent sites had? Their influence has been most profound in the political sphere.

In a March 2010 essay titled The Influence of Political Blog Sites on Democratic Participation, ShariVari wrote:

A computer-mediated environment makes it easier for citizens to express their feelings about political candidates and speak more candidly than in face-to-face settings. The internet’s diversity provides access to a wide range of opinions and information, potentially shaping or changing individuals’ political views. By disregarding blog sites with corporate or agenda-driven motives, political bloggers can foster peer-to-peer discussions of personal viewpoints.

This perspective was heartening for a then-blogger like me, who had lost faith in the MSM. It affirmed that independent voices could have an impact, however small at the time. If Australia followed the U.S. trend, a thriving blogging industry might one day emerge.

ShariVari concluded:

All research shows that increased opportunities for participation encourage democracy… Citizens are increasingly turning to and trusting the internet for accurate information, using it as a platform for participatory democracy, and becoming more knowledgeable about politics in the process. A Spiral of Silence – where people self-censor due to perceived minority views – is less likely in an online environment where citizens evaluate each other’s opinions without status cues like gender, race, or socioeconomic status. Blog sites are undeniably expanding the ways citizens participate in democracy.

Fifteen years ago, those in democratic societies seeking to share their ideas faced editorial gatekeepers whose policies often reflected their own ideologies or market-driven priorities. Today, this control is crumbling in the face of participatory media. Audiences no longer want to be passive consumers – they want to comment on and even create the news.

Citizen journalists believe they are better equipped to provide the diversity that modern democracies need, a diversity often ignored by traditional media. Independent platforms allow them to expose doctored or omitted facts, highlight biases, and give voice to alternate perspectives. These sites encourage readers to think critically, ask probing questions, and challenge the MSM’s hidden agendas. Independent media is awash with objective, fact-based analysis that counters the narratives of established outlets.

The explosion of independent sites isn’t merely an echo of dissenting voices – it’s a response to the MSM’s failure to provide objective, impartial reporting. If the MSM were truly committed to quality journalism, there might be no need for the millions of blogs and independent platforms that exist today to fill the gaps they’ve left.

In essence, it’s the People versus Murdoch… then and now.

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