Data Collection in Modern Journalism: The Need for Strategy, Responsibility, and Ethics

To turn data into a competitive advantage, experts say news organizations need more than just a computer system: vision, strategy, ethics, and people.

In today's digital media "universe", data is considered a gold mine, if exploited properly, it will bring sustainable profits to press agencies.

That was the common view of experts at the discussion session "Data is the root of modern newsrooms" held on the afternoon of June 20 within the framework of the National Press Forum.

This discussion session brought together many technology experts, leaders of major newsrooms and leading content managers, under the coordination of Mr. Nguyen Hoang Nhat, Deputy Head of Nhan Dan Electronic Department, Nhan Dan Newspaper.

Data is trash or gold?

Opening the discussion, Mr. Nguyen Hoang Nhat affirmed that data is an important core in the operational strategy of every modern newsroom.

“Each click, time spent on an article or the most searched topic reflects the needs and information consumption habits of readers. Thanks to that, the editorial office can design ‘tailor-made’ content for each group of readers instead of mass-producing like before,” Mr. Nhat said.

Ms. Nguyen Thu Huong, Deputy Editor-in-Chief of VnExpress newspaper, spoke at the discussion session. (Photo: Thanh Phuong/VNA)

Sharing experience from one of the leading newsrooms in digital transformation, Ms. Nguyen Thu Huong, Deputy Editor-in-Chief of VnExpress Newspaper, affirmed that data is the foundation for coordinating production, developing loyal readers and increasing revenue.

At VnExpress, data is classified into 5 groups: Readers, behavior, articles, advertisements and feedback. 3 core systems include: Article Data Management System (VA), Readers (ADP) and Advertisement (SIS), allowing the editorial office to operate almost the entire editorial process..., from topic selection to personalizing the display interface, content, and advertisements for each reader.

However, according to Ms. Huong, data is only truly valuable when it is associated with a clear goal. Otherwise, data can become trash, not gold.

In addition to using AI to collect data, news organizations need to have ethics, responsibility, and strategies for how to use that data well.

From the perspective of editorial management, journalist Le Xuan Trung, Deputy Editor-in-Chief of Tuoi Tre Newspaper, believes that to keep readers loyal, one must first understand who they are.

Mr. Trung proposed a 3-step process, which is to survey readers through sociological questionnaires, classify them according to characteristics and behaviors, then design "content care" programs such as suggesting articles based on interests, regular newsletters, and inviting them to join the community of members.

“Turning anonymous readers into famous readers, thereby becoming attached to the press product, is a long-term strategy, not simply a technical operation,” Mr. Trung emphasized.

As reader behavior changes rapidly and the newspaper business model fluctuates constantly, data is the valuable "raw material" for making the right decisions. But to turn data into a competitive advantage, newsrooms need more than just a computer system: vision, strategy, ethics, and people.

The Boundaries of Journalistic Ethics

Mining audience data is a practice that “walks the line” between personalizing content for better service and invading personal privacy.

Speaking at the discussion, Ms. Nguyen Thu Huong said that personalizing content is the goal, but it cannot be exchanged for violating personal data. That is the boundary of journalistic ethics that needs to be placed first.

From the perspective of technology businesses, technology expert Ngo Manh Ha warned that newsrooms still lack internal data codes of conduct, especially for readers' personal data. Mr. Ha suggested that press agencies should issue their own data protection policies, applying international standards such as ISO/IEC 27701, GDPR or the Vietnamese Personal Data Protection Law.

Keeping up with the development trend of digital media, VNA introduces the unique "check in 360 Photo Booth" technology application. (Photo: VNA)

Some recommended technical measures include: Encryption, access authorization, separation of identifying and analyzing data, and anonymization before sharing. At the same time, it is necessary to train reporters and technicians to understand privacy and digital ethics.

At the end of the discussion, Mr. Nguyen Hoang Nhat emphasized that digital transformation in journalism is not simply “moving online.” It is a journey of changing thinking, taking data as the root, focusing on readers and taking transparency as the principle.

“The modern newsroom is a place where data not only helps measure efficiency, but also promotes creativity and community engagement. The core of digital transformation is not machines, but people who know how to use technology to serve the truth and the public,” Mr. Nhat stated./.

(Vietnam+)

Source: https://www.vietnamplus.vn/thu-thap-du-lieu-trong-bao-chi-hien-dai-can-chien-luoc-trach-nhiem-va-dao-duc-post1045424.vnp