When Media Companies Insist They're Not Media Companies and Why It Matters for Communications Policy

A common position amongst online content providers/aggregators is their resistance to being characterized as media companies. Companies such as Google, Facebook, BuzzFeed, and Twitter have argued that it is inaccurate to think of them as media companies. Rather, they argue that they should be thought of as technology companies. The logic of this position, and its implications for communications policy, have yet to be thoroughly analyzed. However, such an analysis is increasingly necessary as the dynamics of news and information production, dissemination, and consumption continue to evolve. This paper will explore and critique the logic and motivations behind the position that these content providers/aggregators are technology companies rather than media companies, as well as the communications policy implications associated with accepting or rejecting this position.

The danger here is that the production, dissemination, and consumption of journalism will increasingly be dictated by institutions devoid of any governance structure oriented toward serving the public interest as it pertains to the role of journalism in a democracy. From this standpoint, should communications policymakers embrace the notion that these online content providers/aggregators are technology companies rather than media companies, the implications for how well the contemporary media ecosystem serves the information needs of citizens in a democracy could be profound.

[Philip M. Napoli is associated with Duke University. Robyn Caplan is associated with Rutgers University, New Brunswick/Piscataway, School of Communication and Information.]