Professional Development in Journalism, Media and Communication Essay

There are many issues that journalists have to deal with during their careers, most of which have been spoken about this semester in KJB102 Introduction to Journalism Media and Communication. Over the course of the semester discussion, research and presentation has gone into helping students understand how the world of journalism, media and communication (JMC) operates. There are now many topics that I have researched and used for previous assignments and tutorial activities that I now have a great understanding of to help me move forward in my future in JMC. During this essay I will discuss what I believe to be the three most important issues and topics that I have learnt about in Introduction to JMC. The three topics I have chosen include adapting within different media forms, ethics within the media and the ability to work within a team.

Firstly, the current state of not only the media, but all types of business is in an era of risk and instability due to such things as globalization and new technologies (Reeves, 2011). Adaptability, the first of the topics that I will be discussing, is the process where a person is able to adjust oneself to different conditions, in this specific case, being able to adapt to different positions or platforms within media (Dictionary, 2016). A key factor in the careers of many journalists has been the ability to adapt to the introduction of online and social media platforms. Social media sites such as Linked in, Facebook and Twitter allow people to self-promote themselves, build networks and post news stories they cover and report on where it can reach larger audiences (Gilpin, 2011:232). Journalists are now being pushed by newsroom management to use social media to share work they have done and connect with the public. Denise-Marie Ordway stated that journalists are encouraged to lead Twitter chats, respond to comments by the public on news articles put on Facebook and develop relationships to help drive people to view news websites. With 63% of Facebook users in the US saying they get their news from the social media giant, this is extremely important for journalists to do to help grow theirs and their company’s names in the media industry (2015, under “What audiences think of journalists’ social media use”). An example of media professionals adapting to new media can be seen in Nine Network Today show host Karl Stefanovic who has accounts on social media sites Facebook, Instagram and Twitter. Stefanovic uses these sites, and in particular Twitter, to share serious and humorous news stories with his large audience of over four hundred thousand followers. Although Stefanovic learnt the ways of traditional journalism when he studied and in his early years of work, he was able to adapt to a changing market in the way he talks on television and by joining Twitter in 2011, six years after he begun working on the Today show (2016, under “Karl Stefanovic”). In an earlier assignment done this semester I focused solely on how I see Karl Stefanovic as a role model for my future in journalism, he puts himself in the public eye with the issues he shares and how he is able to speak on many different topics to many different people, and include humor at the right moments, something that clearly younger generations enjoy. Watching Stefanovic being able to do this confirmed to me that being able to adapt to new situations such as a new job or particularly the introduction of online and social media, is an essential part of what I need to do to have a successful career in JMC (Nine Entertainment Co., 2016). For myself, I believe that using my blog to write about issues I am interested in would go a long way to being able to adapt to how the media continues to change. Confidence is also something I need to work on and is a professional characteristic needed to continue to create new ways to connect with certain audiences. Media is continually changing and having the ability to adapt to new situations is essential for continued success.

The second topic that I believe is among the most important learnt this semester is media ethics. Having respect for the truth and understanding the public’s right to information is a part of the fundamental ethics principles for journalism. Ethical issues can be brought down to the question of whether revealing information about someone or something would cause them harm, what conditions would the harm be tolerated or would we deceive someone to avoid the harm? A main idea in media ethics is utilitarianism, the belief that the most morally acceptable action is the one that will help the greater number of people. This idea dominates media ethics and is a basis to help determine the correct process which should be taken (Michelle, 2013). Media companies now have guidelines that must be followed when it comes to ethical questions such as this, the Media Entertainment and Arts Alliance (MEAA), an organization set up to represent Australian JMC workers has created a Journalist Code of Ethics. The standards in this code of ethics is considered the benchmark for professional ethical behavior across the journalism industry, where members commit themselves to honesty, fairness, independence and a respect for the rights of others (2016, under “MEAA Journalist Code of Ethics”). A journalist’s aim when presenting the news is to give citizens truthful and important information that will allow them to understand social processes in the modern world. Information put out into the media will never please everyone, as long as good ethical decisions are made when showing evidence (EthicNet, n.d. under “Journalists Ethics Code”). Poor ethical decisions commonly happen in the media, and are never looked at light. Many times media professionals and news companies get themselves into trouble for stories that they post or the kind of stance that is taken in the story. For example, after reporting on NFL player Ray Rice, who was suspended from playing due to a video published by celebrity gossip website TMZ of him assaulting his then fiancé, the media ended up in a lot of trouble after it was accused of attempting to cover domestic violence. Following on from that, while discussing the tape published by TMZ, media professional, Stephen A. Smith of ESPN was suspended from working for suggesting that women provoke assault. This issue was commented on by many NFL analysts, many who later regretted what they had said (Smith, 2014, under “Top 10 Media Ethics Issues of 2014”). Although I am yet to deal with any ethical issues in my early media career it is something that I will definitely have to take into account in future endeavors. As seen in the Ray Rice case, ethical issues in the media are taken very seriously and need to be addressed before any story is published (Plaisance, 2009). Over the course of my media career, I will now be able to address ethical issues in my own work if needed due to the importance it was shown over the course of this semester.

Assessment item 2, the group report was a pivotal part of my work this semester, it provided me with a very important tool that can definitely help anyone who plans a future in JMC, teamwork. Although working in a team at university with people that you might not have never talked to before can at first be uncomfortable, it is an essential part of being a media professional. A part of the assignment that I found to help our group significantly was the discussion about what parts of the assignment each person would do. We focused on giving each person something to do that would suit their strengths. Parts such as research, writing, referencing, proofreading and making the assignment flow all came into consideration and were divided up to help better the assignment. Director of Student Media and LSU’s Manship School of Mass Communication’s Steve Buttry’s web page discusses the importance of teamwork in the newsroom and how it benefits everyone. In his article he specifically states to, “Keep staff member’s strengths and weaknesses in mind” and “You might divide the labor according to their strengths (2013, para. 1 & 2).” If people are made to do work that suits their strengths it will be beneficial for the whole group and can create a more efficient group. The overall goal for our group was to work efficiently and as a team, not as individuals, something that I believe we were able to do quite well. The Australian Institute of Business’ Laura Hutton states that working in a team can help to create learning experiences, increases efficiency, more ideas, enhances communication skills, support networks and it mainly allows for the workload to be shared (2014, under “Why Teamwork is Important in the Workplace”). The efficiency of a group can also be increased with good communication skills. Over the course of our group assignment, the use of a Facebook group chat helped us to communicate effectively on certain issues we were having with the assignment. According to Demand Media’s Samantha Gluck, “Effective communication can eliminate much of the stress and negative feelings sometimes associated with working closely as a team (no date. para. 1).” Communicating effectively is something that in the past I have struggled with when it comes to working in a group, and it is because of this assignment that I believe I now have the tools to communicate effectively in future group work at university or in the workplace. Working as a team requires many skills but I believe the most valuable is cooperation and the ability to reason with other group members, skills that I now possess. Teamwork may not be the most desirable way of working for most people but it shows that by working in teams, work can be done more efficiently and helps to create skills that might not have been learnt otherwise.

Overall I definitely believe that these three topics were the most important things I learnt in Introduction to JMC and will be of considerable help to my personal and professional development. Being able to adapt to new situations or the ever changing media market is imperative in modern day journalism. Having and following a good set of ethics will allow for journalists to make good decisions when presenting stories that might be questionable when read by certain people. Lastly the importance of teamwork is key to not just journalism, but in any job, being able to work in a team will increase efficiency in any task and help to create an overall better working environment. Although I talked about how important these three topics are to a successful career in JMC, there are many other aspects that help to create success and all of which I will need to have success in the future.



Buttry, S. 2013. “Advice for editors: Foster teamwork.” Accessed 3 June, 2016. 2016. “Adaptable.” Accessed June 1, 2016.

EthicNet. n.d. “Journalists Ethics Code.” Accessed 3 June, 2016.

Gilpin, D. R. 2011. Working the Twittersphere – Microblogging as Professional Identity Construction. In Z. Papacharissi (ed.) A Networked Self – Identity, Community, and Culture on Social Network Sites. New York: Routledge, pp. 232-250.

Gluck, S. no date. “Effective Communication & Team Work.” Accessed 3 June, 2016.

Hutton, L. 2014. “Why Teamwork is Important in the Workplace.” Accessed 3 June, 2016.

Media Entertainment & Arts Alliance. 2016. “MEAA Journalist Code of Ethics.” Accessed 3 June, 2016.

Michelle, A. 2013. “Utilitarianism dominates media ethics and is represented in social marketing, particularly smoking advertisements.” Accessed 4 June, 2016.

Nine Entertainment Co., 2016. “Karl Stefanovic.” Accessed 2 June, 2016.

Ordway, D.M. 2015. “What audiences think of journalists’ social media use.” Accessed June 1, 2016.

Plaisance, P. L. 2009 “Ethics theory: Application to media,” Media Ethics: Key Principles for Responsible Practice, Thousand Oaks, USA: Sage, pp. 21-42.

Reeves, M. 2011. “Adaptability: The New Competitive Advantage.” Accessed June 1, 2016.

Smith, S. 2014. “Top 10 Media Ethics Issues of 2014.” Accessed June 3, 2016.

Twitter, 2016. “Karl Stefanovic.” Accessed 2 June, 2016.


Secrets to Success in Journalism, Media and Communication

By Joshua Scibilia, Cooper Luskan, Jason Thwaits, David Thwaits, Dom Elsome


In the modern day employment market, success can be hard to achieve. Journalism is not a career immune to this problem. With the rise of blogs and citizen journalism, it is becoming increasingly difficult for a budding young journalist to stand out from the crowd, especially with the ever increasing number of publishing companies. This paper will discuss a number of “secrets of success” in the journalism world. These include Innovation, the ability to bring about change with and through your work, Adaptability, the ability for a journalist to be flexible and useful in any environment, which is essential in a business such as journalism, which can see an employee in almost any environment imaginable. Thirdly, we have Networking, a great way to progress in any career. Networking provides a person with more opportunities, simply because they know more people and can hear about potential employment offers more easily. We finish with Ethics. A strong set of ethics are important for any journalist, as the reader’s trust in the writer is paramount. If the readers feel the journalist cannot be trusted to tell the truth, all their work is devalued.


The first secret to success in Journalism, Media and Communication is innovation, the creation of new methods, ideas or products. In modern media, the need for change is essential; adapting to new technologies, knowing how to satisfy audiences, following economic models and updating business processes is all part of the need to innovate to be successful. The methods of innovation include incremental and radical innovation. Incremental innovation is a series of small improvements made to existing products, services, processes or methods (Rouse, n.d.). An example of a media corporation innovating in an incremental way is social media site Facebook, where they continue to innovate their website to suit what their audience wants. Younger adults, who as a group are less engaged than their elders are with traditional news outlets, are as engaged, if not more so, with news on Facebook. News on Facebook is easily found on a person’s news feed where most recent and top stories can be found. This shows anything that might interest the user such as what their friends are doing or worldwide news. Facebook has also created a service where anyone can create articles that are published to users news feeds. This upgrade makes for a faster and more immersive experience for Facebook users than ever before, something that younger generations are looking for when searching for news. Although Facebook is considered very aggressive in the way they innovate their website, it’s not hard to see the kind of success that they have achieved and continue to achieve, something that can be attributed to the constant upgrades and incremental innovation that Facebook use (Facebook, n.d.; Mitchell, Kiley, Gottfried & Guskin, 2013; Dickens, 2011).
Radical innovation is a change that has major impact on a market and on the economic activity of firms in the same market (World Bank & OECD, 2013). This type of innovation can be seen in the creation of social media site Twitter, where they allow people to create accounts and share anything with the world. In 2009 the first photo from the scene of the US Airways plane crash in New York’s Hudson River was posted on Twitter, breaking the news of the crash before traditional media did. Twitter users often follow and report on worldwide events, in 2011, the Arab Spring pro-democracy movement in Egypt unfolded on Twitter. Radical innovation differs from incremental innovation, as radical moves such as the creation of Twitter are more risky but can bring greater rewards (Twitter, 2016). When journalists or businesses choose to innovate, they must acknowledge the risk that comes with innovation, something that is unavoidable. Innovation is a very powerful tool yet many are fearful to pursue new ideas that may not work out. As shown in the examples, both companies took risks and ultimately succeeded in innovating the way they present news and connect with people across the world. The ability to innovate and take calculated risks for your own benefit is a key secret to success when looking to make a career in journalism media and communication (Alon, Koetzier, Club, 2016).


With the field of journalism and media communications changing faster than ever, professionals need to be constantly learning. A key skill for these professionals in the new media age, regardless of the medium they work in, is adaptability (Fernandez, 2013). The term adaptability refers to being able to adapt and make changes in response to the environment or circumstance (, 2016). This encompasses the way in which one applies themselves to the progression of technology, the introduction of new media types, the variety of target audiences and also competition within the industry. Innovation, as expressed earlier is a vital part of any journalist’s professional skill set. Innovation results in the development of technology, which leads to the creation of new media platforms and methods in which media content is shared and viewed. In the new age world, traditional values of journalism are thought to be dying out. Through the introduction of online news and social media applications, it is more common for people to go online rather than visiting old-fashioned organizations for news. The decline in print media is shifting the roles of journalism and communication professionals and forcing them to adapt to changing trends or face extinction (Ahmed, 2015). This process requires communication professionals to be readily adaptable and proficient in multiple media disciplines. The age of the journalist who only writes text, or only records audio, or video, is long gone. These respective industries and their organisations all have accompanying websites, filled with an array of media (Bradshaw, 2008). To accomplish something in this industry it is critical to have ability in several forms of media, because it’s almost certain you will change within your career, and very commonly converge forms simultaneously. Part of being a journalism and media communication professional is working with a wide array of audiences. You are expected to be able to strike up a rapport with all kinds of people and effectively convey a message to a range of demographics. Through the popularity of mobile phones and cameras, producing and sharing news is becoming easier. The contribution of content and discussion in an audience can occur without the use of journalists and in turn, technology is making journalistic professionals somewhat redundant (Ahmed, 2015). This brings us back to the idea of adaptability, and the fact that this skill is key to any professional’s success. You are not only undergoing changes in media types, but the way in which you can target your audience is altered and even the way you produce messages within a platform, is subject to competition from amateur journalists in our society. Adaptability is fundamental to a successful career in journalism, media and communication. From an employment perspective, you are far more appealing to an organization if you show you are responsive, flexible and can apply yourself to changing situations and environments in your work and personal life. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” as expressed by Charles Darwin (University of Kent, 2016). Having traits such as these, allows you to take on new challenges at short notice, persist in the face of adversity and respond quickly with alternatives when cases may go wrong.


No matter what field of work you are in, networking is a great way to progress professionally (Gunderman and Kerridge. 2014.). Ford and Mouzas (2013) refers to business networking as “the conscious attempts of an actor to change the structure or process of interactions within particular relationships or the wider network in which is operates.” Simply put, this is a person interacting with new, unfamiliar people who they would not usually interact with in a way that they create and develop relationships both personally and professionally. In the field of Journalism, Media and Communication (JMC) networking can play a significant role in the progression of one’s career. Bill Gates’ career is a great example of the success involved with networking. His mother, through her own networking, knew the executive of IBM, a large, technology hardware company that funded Microsoft as Gates’ startup. It was through his networking with John Akers (IBM executive) that Microsoft was able to make it past the drawing board (Gunderman and Kerridge. 2014.). The media industry can be extremely competitive and networking may be the reason you get the job that you have been striving for or aid in your careers progression, leading to future opportunities (Gurnden. 2016.). It can not only give access to a diverse set of skills, Gunderman and Kerridge (2014) explain that by connecting with others, there is high chance to receive access to “private” information which may not be available through public or official channels. “It’s not what you know, it’s who you know” is very relevant to this idea. Molly Meldrum, famous in the Australian and International music and entertainment scenes, owes a great portion of his success to networking. He developed relationships with people in various fields, relationships which assisted him in getting where he is today. Through activities such as living with band mates, following writers and attending university functions, Molly incorporated his charisma and talent to use networking to his full advantage (Denton. 2003). As networking has begun to play a large role in personal career and business development, it too has shaped the overall structure of business hierarchy. Gunderman and Kerridge (2014) discuss the spread of “power” through organisations due to networking. The traditional model meant that the higher you were in a company’s hierarchy, the more power you had. This has begun to shift from the vertical to the horizontal, meaning that power has been distributed more evenly through the company rather than a well structured hierarchal form. Take a junior journalist for example. She has been given a task to research a story along with two other more senior journalists. The younger journalist however, has developed a strong network through attending events and business functions. The other two haven’t. In doing so, she has met people who are working in the field that she has been tasked to research, giving her the upper hand through access to information which the other two journalists do not have. This is just a small example of how networking can give power to a new range of employees in the corporate structure.


To succeed in your Journalism Media and Communication career, it is imperative that you develop a set of ethics that define and limit how you operate within your profession.  Public perception can make or break a career, and unethical behaviour will cause damage which often proves irreparable. Most media corporations have a set of ethical guidelines that employees must follow, and the MEDIA, ENTERTAINMENT & ARTS ALLIANCE, the union representing JMC workers in Australia, maintains a code of ethical obligations (Media, Entertainment & Arts Alliance, n.d.). However, it is always the individual’s own responsibility to ensure that any practices are ethically sound, and common sense is often required. Barney Calame said on the need for ethics “…devotion to integrity and ethics is a key aspect of what sets journalism apart from many blogs, press releases, and op-ed page commentary. When we journalists let integrity slip, we become little different from all the other people out there clamouring for the public’s attention.” (Calame, n.d.). An example of the effect ethics, or lack thereof, can have on careers is the News of the World Phone Hacking Scandal (BBC News, 2014). In the pursuit of stories and corporate interests, the News of the World crossed ethical boundaries. The journalists involved have been convicted for the events, and their careers are over, however their actions have not just affected their own careers. The News of the World, at the time the longest running newspaper, was closed down as a result of the scandal, with 200 members of staff losing their jobs (Greene, 2011). This may be one of the most important reason for media ethics; unethical behaviour will not only affect your career, but the careers of others. It can be argued that while the public rarely notices strong ethics in media, they are acutely aware of poor ethical behaviour. This is shown in a report from Roy Morgan Research, in which Australians regarded the media poorly, giving them only a 10% rating for their honesty and ethical standards, despite the majority of media professionals acting in accordance with industry ethical codes (Roy Morgan Research, n.d.). Phil Harding also confirms that when interviewed, a number of journalists agreed that the integrity of their profession was damaged as a result of the phone hacking scandal, despite the vast majority of them having no involvement with the event (Harding, 2013). It is therefore imperative that JMC professionals develop and begin practicing ethical behaviour early, to ensure that incidents similar to the phone hacking scandal do not happen again, and to attempt to regain trust, as without public trust JMC professionals cannot do their jobs. JMC professionals should also continue to review and build upon their ethical codes throughout their career, to ensure that they do not fall behind in terms of public opinion and expectations.


In summary, the current economy makes it increasingly hard to find employment, and the field of Journalism is no exception to this rule. However, there are a number of “Secrets to success” which a journalist can follow to maximise their chances of success. These are Innovation, Adaptability, Networking and Ethics. It is of the utmost importance for a journalist to actively try and improve each of these aspects. This will maximise your chances of employment and success in the saturated and highly competitive job market we live in today. A high standard of ethics is imperative if a journalist wishes to maintain the trust of their readers, and Networking will not only allow the journalist access to job’s others would not have, but also access to private information that is not available to the public. Adaptability is very important, in a world where technology is changing faster than ever, and innovation is at the forefront of all business. A journalist who can adapt and innovate will be able to cope with change in the workplace much easier, leading to better work. If a journalist can follow all four secrets to success discussed here, they will have a much greater chance of achieving success in their career.

Reference list:

Ahmed, Ali. 2015. “With examples, discuss the impact and influence of social media on journalistic practice.” WordPress blog, December 27. Accessed April 24, 2016.

Alon, A; Koetzier, W; Culp, S. 2016. “The art of managing innovation risk.” Accessed April 28, 2016.

BBC News (Director). (2014). Story behind the phone-hacking conspiracy [Motion Picture]. Retrieved from

Bradshaw, Paul. 2008. “BASIC principles of online journalism: A is for Adaptability.” The Online Journalism Blog, February 20. Accessed April 22, 2016.

Calame, B. (n.d.). Why Ethics are Important. Retrieved from Dow Jones News Fund:

Denton, Andrew. 2003. “Episode 5: Molly Meldrum.” Enough Rope with Andrew Denton. Australain Broadcasting Corporation (broadcast Aril 14, 2003). Accessed 21 April, 2016.

Dickens, S. 2011. “5 New Facebook Innovations – The Essential Guide.” Accessed April 28, 2016.

Facebook. n.d. “Instant Articles.” Accessed April 28, 2016.

Fernandez, Maite. 2013. “Journalism trainer: You cannot be afraid of technology.” International Journalists Network, April 11. Accessed April 23, 2016.

Ford, David and Stefanos Mouzas. 2013. “Industrial Marketing Management.” Theoretical Perspective in Industrial Marketing Management 42 (3): 433-442. Accessed April 21, 2016. doi: 10.1016/j.indmarman.2013.02.012.

Greene, R. A. (2011, July 10). Murdoch flies in as scandal closes News of the World. Retrieved from CNN:

Gunderman, Richard, MD and PhD and William D. Kerridge, MD. 2014. “Networking.” Journal of the American College of Radiology 11 (12): 1104-1105. Accessed April 21, 2016. doi: 10.1016/j.jacr.2013.11.001.

Gurden, Dean. 2016. “Networking Benefits.” Nursing Standard 30 (25): 63. Accessed April 21, 2016.

Media, Entertainment & Arts Alliance. (n.d.). MEAA Journalist Code of Ethics. Retrieved from Media, Entertainment & Arts Alliance:

Mitchell, A; Kiley, J; Gottfried, J; Guskin, E. 2013. “The Roles of News on Facebook.” Accessed April 28, 2016.

Mitchell, Vincent-Wayne, Bodo B. Schlegelmilch and Sorina-Diana Mone. 2015. “Why Should I Attend? The value of Business Networking Events.” Industrial Marketing Management 52: 100-108. Accessed April 21, 2016. doi: 10.1016/j.indmarman.2015.05.014.

Roy Morgan Research. (n.d.). Why Australians Don’t. Retrieved from Roy Morgan Research:

Twitter. 2016. “Twitter milestones.” Accessed April 28, 2016.

University of Kent. 2016. “Adaptability and Flexibility.” Accessed April 24, 2016. (2016). “The Dictionary: Adaptability.” Accessed April 22, 2016.

Karl Stefanovic Biography

Modern media is an ever changing landscape to keep up with public demands and constant technological change. Karl Stefanovic, current host of the Nine Networks Today show is a journalist whose career has been directly impacted by media convergence and the globalization of media. Stefanovic’s introduction to social media is a result of him adapting to a new age of journalism and being a television celebrity. During his career, Karl has also had a direct impact on the fourth estate and public sphere via many news stories. In particular his sexism experiment where he wore the same suit on air over the course of 2014 (Nine Entertainment Co., 2016) (Australian Government, n.d.).

Karl Stefanovic was born on 12th August 1974 and was a student at St. Augustines College in Cairns before moving to Anglican Church Grammer School in Brisbane. After school Stefanovic moved on to the Queensland University of Technology where he earnt a degree in journalism and graduated in 1994. This then set up Stefanovic for a job at WIN Television in Rockhampton and Cairns as a cadet reporter (Famous Birthdays, n.d.). In 1996 he moved on to TVNZ as a reporter for One Network News in New Zealand and then in 1998 he reported and presented news for Ten News in Brisbane. In 2000 Stefanovic became a member of the Nine Network as a reporter and back up presenter for National Nine News in Brisbane. While at Nine, Stefanovic was a part of the Nine Sydney newsroom (2002), had a stint in Los Angeles as the US correspondent (2003) and then landed his biggest role to date as the host of Nines Today show (2005-till now). Stefanovic also has other roles on the Nine Network, hosting the Carols by Candlelight since 2008 and making contributions on 60 Minutes from 2011 till now. In 2011 Stefanovic received the Gold Logie for Most Popular Personality on Australian Television and the Silver Logie for Most Popular TV Presenter (Nine Entertainment Co., 2016).

Karl Stefanovic is of particular interest to me as he is a very popular icon on Australian television and one that we can easily get out of bed and watch every day. Stefanovic is recognized as a typical Australian male and is easily understood by all generations of people because he is so relatable. What makes Stefanovic so relatable is that he presents the daily news with a hint of humour, something that is becoming more and more popular in current day media. Stefanovic also is of particular interest to me because he is very broad with the news he covers. He can not only comment on political issues, but its easily seen that he has interests in sport, international news and many other types of news, making him the perfect person for his morning news show.

Stefanovic’s media career has been heavily influenced by the ever changing trends of media convergence and globalization. Stefanovic is a member of many different social media sites, including Facebook, Instagram and Twitter where he not only shares serious news stories, but stories that are humorous to people that follow him. Currently, Stefanovic has over four hundred thousand followers on Twitter, showing that he is using social media to reach a wider audience. Although Stefanovic started working on the Today show in 2005 he only joined Twitter in 2011, meaning that he has adjusted to the globalization of media (Twitter, 2016). Stefanovic currently works on many different platforms with the Nine Network along with his main job as host of Today. Stefanovic has hosted the Carols by Candlelight since 2008 on Nine along with regular contributions on 60 Minutes from 2011. In particular Stefanovic recently interviewed Jarryd Hayne, a former NRL star and now NFL player. Stefanovic followed Hayne’s story and it has been one of the biggest sporting stories since Hayne announced his intentions at the end of the 2013 NRL season (see video). Stefanovic has been following Haynes story since Hayne left the NRL as shown in an interview from the Today show studio crossing to Hayne in the USA about to play his first game for his new team. This story is an example of our obsession with what happens worldwide and the media allows us to see anything as soon as it happens with Stefanovic being a massive part of that (Smith, 2016) (Cheer & Awford, 2015). Over the course of Stefanovic’s career he has worked in several countries and many locations in Australia which all led up to landing major news job on Today show where he is now nationally recognized. Countries such as the USA and New Zealand gave Stefanovic real world experience to build his resume and network. While posted in the USA, Stefanovic has a brief stint for thirteen months on the CNN Network. With the emergence of social media, working on many different platforms and the real world experience that Stefanovic gained while travelling the world as a reporter are all prime examples of how media convergence and the globalization of the media have affected him and how he has been able to adapt (Nine Entertainment Co., 2016).

Over his time working as a journalist, especially on the Today show, Stefanovic has used his popularity to make significant contributions to the fourth estate and public sphere. One of Stefanovic’s greatest contributions is his sexism experiment done during 2014 on the Today show where he wore the same suit everyday on air for a year. The reasoning behind the experiment was to see if anybody noticed, which they didn’t, an idea that was formed while reflecting on constant criticism and unsolicited advice on the appearances of co-host Lisa Wilkinson and Channel 7 Sunrise host Samantha Armytage. “I’m judged on my interviews, my appalling sense of humour – on how I do my job, basically. Whereas women are quite often judged on what they’re wearing or how their hair is…that’s what I wanted to test,” Stefanovic stated when explaining his experiment. He also said that he had not received one complaint about his repetitive attire over the past year, while Wilkinson regularly copped criticism about the way she looked, showing the double standards that Stefanovic was trying point out. Within 24 hours of the announcement, hundreds of tweets and comments were streaming onto social media sites talking about the issue, showing the huge influence that Stefanovic can have (Powell, 2014). Stefanovic is also known for the many interviews he does with politicians on the Today show. He uses his position in the media to bring to life issues that many Australian citizens have with the government. In particular his interview with at the time Prime Minister Tony Abbott, where Stefanovic questioned many controversial political issues. Statements such as, “No one is buying what you are selling, what you are laying down, that is the problem,” show how Stefanovic has used his media position to support the fourth estate and public sphere (Crane, 2014). Stefanovic had a similar conversation with Minister Christopher Pyne, telling him to “Man up.” Stefanovic shows particular interest in these issues and is not afraid to voice his opinion because people listen to him (Bagshaw, 2014). Stefanovic has also been on the forefront of many major local and international news events. He was involved in disasters such as the Queensland floods, Christchurch earthquake, Japanese tsunami, Canberra bushfires, the Childers backpacker hostel fire, Bali Bombings and terror trials in Guantanamo Bay. Stefanovic also involved himself in the funeral of Ronald Reagan, Ray Charles and Marlon Brando along with attending the Oscars and Golden Globe award ceremonies (Nine Entertainment Co., 2016). Stefanovic’s contribution to the fourth estate and public sphere since he began his journalism career is unquestionable, he makes himself a role model and an inspiring person.

In conclusion, it can be seen that the changes in modern journalism have only enhanced the success on Karl Stefanovic. He has adapted with his use of social media and the humoristic way he approaches presenting the news. Stefanovic gained real world experience in other countries before landing on Nines Today show which has clearly been his greatest success, as shown by winning the Gold and Silver Logies. Stefanovic also shows through the work he has done that he regularly contributes to the fourth estate and public sphere.


Australian Government, n.d. Media Convergence and the Transformed Media Environment. [Online]
Available at:
[Accessed 22 March 2016].

Bagshaw, E., 2014. ‘Man up’: Karl Stefanovic strikes again. [Online]
Available at:
[Accessed 29 March 2016].

Cheer, L. & Awford, J., 2015. Was it an omen? Today show’s interview with Jarryd Hayne is stopped by a passing jet – prompting Karl Stefanovic to ask: ‘Is that the Hayne plane overhead?’. [Online]
Available at:
[Accessed 29 March 2016].

Crane, E., 2014. ‘You were feral… No one is buying what you are selling’: Karl Stefanovic goes after Tony Abbott as PM’s popularity drops to a five-month low. [Online]
Available at:
[Accessed 28 March 2016].

Famous Birthdays, n.d. Famous Birthdays. [Online]
Available at:
[Accessed 22 March 2016].

Nine Entertainment Co., 2016. Karl Stefanovic. [Online]
Available at:
[Accessed 22 March 2016].

Powell, R., 2014. Karl Stefanovic’s suit experiment for feminism wins plaudits. [Online]
Available at:
[Accessed 28 March 2016].

Smith, Z., 2016. Jarryd Hayne: ‘It’s a rush I’ve never had before’. [Online]
Available at:
[Accessed 25 March 2016].

Twitter, 2016. Karl Stefanovic. [Online]
Available at:
[Accessed 25 March 2016].