British tabloid fled advertiser news of the world and in the parent company, media giant News Corp., fell Wednesday to a growing phone-hacking scandal.
Ford, Mitsubishi Motors and Virgin Holidays are among the marketers who have declared that they will pull advertising from the newspaper, after police opened an investigation into whether news staff illegally hacked in a murdered teenage girls phone. Other advertisers said she would wait for the results of the police probe to see.
The widening scandal has also an online movement, calling for the resignation of former news of the world editor Rebekah Brooks, urge consumers to advertisers to account, or is looking for a boycott of controlling all the characteristics of News Corp and its Chairman Rupert Murdoch triggered. Brooks, now News Corp.'s most newspapers lead in Britain, said she would not resign, and Murdoch one declaration of support for them.
A British freelance writer harnessed the power of Twitter direct public anger and pressure on the many draw advertisers. Melissa Harrison wrote a piece in the guardian, describes how an online following of people built, which were disgusted as they, that considers the unethical standards for reporting the news of the world.
"" Was the only way to show how people felt really the company they hit where it hurts: their wallets, "she wrote."And while I don't think I could be your regular readers, they buy questions not the paper achieve, I, I with a following wind and enough people behind me may have realized: their advertisers. "
You created a Web page with tweets like "Dear @ MorrisonsOffers, after new hacker revelations, why you refuse to withdraw your advertisement the toxic brand, the # is notw?" At the end of each tweet, a "Tweet this!" button is to make it easier for people, their concerns to advertisers.
The move seemed to support, with dozens of Retweets on a typical posting generate.
Jake Batsell, digital journalism professor at Southern Methodist University, said that the outrage factor is higher than usual due to the facts of the case. Published reports say a newspaper researcher deleted voice messages to room for more, the parents of the missing girls false hope that she was still alive.
"The explosion seems even more intense than usual, because a celebrity is not talking to the victims, we are talking about a normal person who could be anyone," said Batsell.
In an effort to the outrage sweeping Britain, automaker Mitsubishi will benefit not only said it would cancel its advertising in news of the world, but also on a Facebook user proposal responds and announced it would the ad dollars for a charitable donation.
"they are getting probably a good PR bounce on social media for at least a few days, because they responded decisively and clearly in this sense what the consensus seems to be online,", said Batsell.
Whether this "visceral explosion of disgust" on social media will be maintained, remains to be seen, said Batsell.
Although only a tiny part of News Corp is news of the world, bearing the parent company fell 3 percent in United States trade, in part to the concern that the scandal of the company's takeover of the British Sky Broadcasting, satellite TV companies completed could damage efforts.
Kelly McBride, a media ethics specialist of the Poynter Institute, said that the scandal is it unlikely to have a long-term impact on the company.
"Decisions on ad dollars spend not moral choices, they are business decisions," she said. "And temporary, can any company make a moral statement, but in the long run, it's difficult business locations."
But there is no doubt that constantly change the business pressures for news media. McBride now said news of the world will be under pressure to produce good, ethical journalism, year but an ago, which should pressure get the scoop and not information other people.
"It turns out capitalism has more to do with journalism ethics, as journalism ethics has to do with profit," she said.
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