The ethics of audience research

The audience has a large influence on advertising but I found it surprising to read that the audience matters to the newsroom to the "point where audience members can choose, promote, and even disseminate information beyond the control of the newsroom and thus potentially set the news agenda" (Tandoc & Thomas 2015). While I agree that the power balance between journalists and audiences may shift due to technology advancements and the influence of social media, I don't think that audience feedback should determine or set the news agenda. This is unethical as news should be based on hard factual news that informs the people of what is happening around the world. It should not be based on what audiences want to see reported in their news.

Tandoc & Thomas (2015) advice that journalists "resist the commercial imperative." There needs to be a balance between the market and the audience to come to an ethical decision about news reporting. I think that with news, audience opinions and responses to the content of the report should be gathered so the next report can reflect public opinion - not just a collection of preferences and judgement on the type of articles they want to see. Whether audiences like it or not, things are going to happen regardless of audience preference, and it only hurts the audience if these are left unreported. This is not like an advertisement where the only consequences of a failed ad is loss in revenue of a company and brand. News that centers around the audience too much may fail to bring out important issues in the society which has a greater impact on society than just monetary loss.