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Singapore.
The final presenters in this session at ICA 2010 are Mark Deuze and Peter Blank, introducing the idea of media life - a way of living through the media; a point of view. Mark begins by showing images from weekly protests in Bil'in, a Palestinian town against the wall being built in Israel - in February this year, protesters dressed as the Na'vi from Avatar, for example, recently, they dressed as the Palestinian football team; and during protest marches, on their banners they carry photos of previous protest marches. (Avatar director Jim Cameron has become involved in a few other protest actions, in fact.)

Singapore.
The next speaker at ICA 2010 is Espen Ytreberg, whose interest is in active audiences; does convergence and digitalisation empower users and make them more active and independent? The term itself certainly has spread far beyond academia, although interpretations may vary between different users of it. Espen's focus is on the attitudes at the management level in Norwegian media.

One working notion is characterised by statements such as 'the audience want to be active', and if it is held by media workers it has consequences for the future shape of media products regardless of whether it is true. It has become an institutional discourse - it is language doing work and creating new media models. Espen explored these processes through 45 interviews with managers in Norwegian TV, radio, and press who were decisionmakers on media products.

Singapore.
The next speaker at ICA 2010 is Tim Markham, who shifts our focus to war reporting - what impact do the conditions of reporting have on the way journalists relate to one another? In this, he takes on journalists' identities, values, and ethics as strategic. There are two symbolic economies that underpin war reporting - mystification (why journalists have differing standing and jobs is unclear to them) and ambivalence (a downplayed distanced relationship to their journalistic work). This ties into a broader trend of anti-establishment attitudes.

Singapore.
And we're back for another day of ICA 2010. I'm afraid I may not see much of today, through, both as I'm still backing up from the football last night and as I still have to finish our slides for tomorrow. The first session I'm seeing, then, starts with Scott Rodgers, whose interest is in the relationship between the newspaper and the city. He highlights the series The Wire as a useful fictional study of the sociology of city journalism; its underlying message is that the hollowing out of the local newspaper has serious implications for the city.

Singapore.
The second paper in this ICA 2010 session is by Wolfgang Donsbach, who begins by outlining three broad traditions of journalism: the subjective tradition (pursuing individual goals), the public service tradition, and the commercial tradition. Each can be characterised along a number of criteria (goals, dominant relationships, prototypes, dominant values, dominant content, and the journalist's role).

In his view, the public service tradition - selecting relevant and verified information - is the crucial one for journalism, but it is now under threat: from within the media, through the tabloidisation of content (increasing levels of pop politics, personalisation, scandalisation and sensationalism, negativity) and the attendant changes in format (growing emotionalisation, fragmentation and sound bites, a race to maximise audience reach, and bottom line pressures on journalists). Journalists increasingly complain about bottom line pressures and about how frequently their content is changed by others after filing, for example.

Singapore.
I'm afraid in the battle between lunch and the second plenary, lunch won out, so I'm skipping Ien Ang's keynote at ICA 2010, and jumping right to the first of the post-lunch sessions. I may miss some of those as well as I've got a few meetings in the afternoon, but we'll see how we go. We start the afternoon with a paper by Wiebke Loosen from the fabulous Hans-Bredow-Institut in Hamburg, whose interest is in the relationship between journalism and its audiences. One of the key issues here is the change in the sender/receiver relationship - always a complicated and paradoxical relationship (journalism provides a service and needs an audience, but that audience plays a subordinate role - journalists are often oriented more towards their colleagues than towards audiences).

Singapore.
The final speaker in this ICA 2010 session is Sunny Kim, whose interest is in non-work-related social media use during work time. This is most often seen as a loss of productivity and a waste of resources, though it can also be understood as an important moment of brief rest during the working day.

A wide range of terms for such 'cyberslacking' are found in the relevant literature, and the present study created a taxonomy of eight of the most common concepts and tested their relevance - e.g. 'personal Web use', 'cyberloafing', 'problematic Internet use', etc. This conceptual framework was then tested in a specific population of college students, who were asked for their perception of these terms (including perceived external and internal causes).

Singapore.
The next speaker at ICA 2010 is Matthew Weber, who shifts our focus to online news and begins by noting the gradual decline of the traditional print news community and the rise of online news usage. Newspaper organisations - the news industry - form a community made up of individual populations of professionals, which compete with one another for users; within this, in turn, there are individual news organisations pursuing specific corporate strategies.

What effect does such strategy have over time? Strategic change can increase the likelihood of survival during periods of disruption; interorganisational linkages can provide economic and reputational benefits, and increase legitimacy; hyperlinks between organisations can be instrumental in this. News organisations make strategic choices on how to link and whom to link to; at times of change, this is a question especially of how to deal with new entrants.

Singapore.
The next session I'm attending at ICA 2010 starts with Jieyoung Kong, whose focus is on US megachurches online - how are these 'faith brands' building online brand communities? Megachurches are a trend of the last decade, well beyond the US; they are defined as protestant religious organisations with more than 2000 members each which conduct weekly services and engage in significant strategic communication activities. The marketing of megachurches involves storytelling that constructs and maintains the brand.

Singapore.
The final speaker in this session at ICA 2010 is Marc Verboord, who shifts our focus to the book market. Traditionally, book reviews in the conventional media had paramount authority; today, there are a number of alternative, peer-produced sources online - customer ratings and recommendations on Amazon, for example, as well as recommendations through social networking sites. So, is this part of a decline of cultural authorities? Does it democratise the market, from the grassroots up? Does it lead to (or result from) a larger, long-tail market for a wider range of books?