david nordfors, innovation driving journalism journalism driving innovation - interfacing innovation...

www.innovationjournalism.org© D. Nordfors

INNOVATION JOURNALISMInnovation Driving JournalismJournalism Driving Innovation

David NordforsExecutive Director, VINNOVA-Stanford Research Center of Innovation Journalism

Senior Research Scholar, Stanford University

INTERFACING INNOVATIONBrussels Apr 21 2009

Definitions

•Innovations IN Journalism =>

Definitions

•Innovations IN Journalism => •Innovative Journalism

Definitions

•Journalism ABOUT Innovation =>

Definitions

•Journalism ABOUT Innovation => •Innovation Journalism

Examples of Innovation Journalism

THE BOTTOM LINE:

Innovation IN Journalism &Journalism ABOUT Innovation =

Good Match

Innovation is More Than Invention

Innovation is the Process of Creating and Delivering New Value

• INNOVATION IS THE MAJOR DRIVER OF ECONOMIC GROWTH

• INNOVATION IS A KEY WORD IN ECONOMY (OECD ETC.)

• INNOVATION IS NOT A KEYWORD FOR NEWS (AP, REUTERS ETC.)

Innovation Journalism is journalism covering innovation.It covers innovation processes and innovation (eco)systems

• Expression ”Innovation Journalism” DID NOT EXIST before 2002

• New as a concept and community - Not new as a practice

• Horizontal: Technology AND Business AND Politics AND…

• Able to see the bigger picture. Able to discuss the future.

• Places innovation issues on the public agenda

(Nordfors VINNOVA Information VI 2003:5 Oct 2003)

• DEMOCRATIC SYSTEM: Competition between ideas. Alliances, compromises, conflicts, fight for attention. Winners Implement Their Ideas on Society.

• Power is with citizens’ votes

Political Systems are recognized communities. Role of Political Journalism is recognized.

• INNOVATION SYSTEM:Competition between ideas. Alliances, compromises, conflicts, fight for attention. Winners Implement Their Ideas on the Market.

• Power is with citizens’ money

Innovation Systems not recognized communities. Role of Innovation Journalism needs to be recognized

THE BOTTOM LINE:

Journalism is Key for Connecting Innovation Economy and Democratic Society

The Innovation Economy is anAttention Economy

The Innovation Economy is anAttention Economy• Innovation = Introduction of Something New

• Innovation is an ecological process

• Ideas & people need to survive selection!

Funding decisions, Technology decisions, Customer decisions

Public policy decision, etc.

• ATTENTION IS A SCARCE COMMODITY

Proposed new concept:

Attention Work

• Attention Workers generate and broker attention professionally

• Examples of Attention Work: Journalism, PR, Lobbying, Marketing

(Nordfors / Innovation Journalism Vol.3 No.5 Oct 25 2006)

Proposed concept:

The Innovation Communication

• An Innovation Communication System deals with the flow of attention among people, enterprises and institutions which is key to an innovative process.

• Key Actors: Attention Workers

• ICS is a part of the Innovation System (Nordfors / Innovation Journalism Vol.3 No.5 Oct 25 2006)

COMPONENTS OF AN INNOVATION

COMPONENTS OF AN INNOVATION• A NAME

So we can refer to it (Brand / Trademark)

• A DEFINITION

So we know what it is (R&D)

• A DEFINITION

• A BUSINESS MODEL

So we can sustain it (Business)

• A NARRATIVE

So we can relate to it (Marketing/Communication)

• A DEFINITION

• A BUSINESS MODEL

So we can sustain it (Business)

• A NARRATIVE

So we can relate to it (Marketing/Communication)

• CONSIDER CO-DEVELOPMENT

Innovation Requires Language

• Innovation = introduction of something new

Introduction requires communication

Communication requires language

Something new needs a name and narratives in order to be discussed

The News shapes and spreads the new words and narratives so that new things can be discussed and introduced.

We need a language for innovation

• InJo gives language for discussing e.g.

How innovation happens

Who does what, and why, in the innovation ecosystem

Our ability to innovate and our competitiveness

What stops us or enables us from innovating

What we can do about it

Who wants to do what about it (politics of innovation)

Knowledge is not transferred but co-developed

Triple Helix

Government

Business Academia

Triple Helix

Government

Business Academia

Triple Helix

Government

Business Academia

Q: Which informationdo they share?

Triple Helix

Government

SharedNews

(shared attention)Business Academia

A: The News, for sure!

Triple Helix

Government

SharedNews

(shared attention)Business Academia

News media are main actors forCreating shared knowledge

A: The News, for sure!

The Innovation Economy is a Market

• Attention more valuable then ever in innovation economy

• Reporting on Innovation Economy Empowers Readers and Democratic Society

• Editorial material will continue to generate attention

• BUT HOW CAN IT BE BROKERED?

• Q: What must the news industry do to be relevant in the innovation economy?

WHY IS NOT INNOVATION JOURNALISM

DEVELOPING FASTER?CHALLENGES & FACTS OF LIFE

ScienceTechnologyBusiness & FinancePoliticsCulture

Innovation

The Traditional News Room Organisation:

Innovation

Challenge: Breaking Line Organizations

Innovation

Challenge: Breaking Line Organizations

Same challenge as for other industries!

Challenge: Global vs National/Local

• The Innovation Economy is Global

• Most International Journalism is Political

• Most Business/Tech Journalism is National

• Need For International Journalism Reporting on Innovation and the Creation of Value

The VINNOVA Stanford Research Center of Innovation Journalism

The Entrance to the International InJo Community

The Stanford Research Center

The Stanford Research Center• Belongs to Stanford H-STAR Institute

• 1: The Innovation Journalism Fellowship Program

• 2: Research (Visiting researchers - being built up)

How Journalism Influences Innovation

How Innovation Influences Journalism

The Ability of Journalism to Cover Innovation

• Director: Stig Hagström

• Executive Director: David Nordfors

• FAB: Stanford: Arthur Bienenstock, VINNOVA: Sylvia Schwaag Serger

• Advisors: Vint Cerf, Don Kennedy, Curtis Carlson, Anders Flodström, David Demarest, Jacob Ziv

FundingVINNOVA (SE), Sitra (FI), Sanoma Foundation (FI), USAID / CSF, NICe, Ad Futura (SI)

Injo Programs

• Stanford - Global

• Sweden

• Finland

• Pakistan/USAID

• Slovenia

• EJC

• Deutsche Welle World Service

• Mexico

• More to come…..

Collaboration for Developing InJo Globally• World Economic Forum

• European Journalism Center, Netherlands

• University of Jyväskylä, Finland

• Vibacom, Slovenia

• Deutsche Welle World Service

• SRI International, USA

• Saïd Business School, Oxford University

• Etcetera….

International Innovation Journalism Fellowship Program at Stanford• InJo Fellows from Sweden, Finland, Slovenia, Pakistan

• 2 Feb 09: Introduction at Stanford -

• Stanford Faculty Lectures

• Industry Expert Lectures

• Fellows hosted by leading US Newsrooms

• May 18-20: IJ-6, Innovation Journalism Conference at Stanford. (Speakers: Vint Cerf, Curt Carlson etc.)

• Injo Fellowship Program Partners:

Intl. Innovation Journalism Fellowships

World Economic Forum Global Agenda Council on The Role of Media in Society• Social Media

• Intellectual Property and Copyright

• Media and Global International public opinion

• Media new models

• The role of Media as public service

• Women in Media

• Innovation JournalismCouncil Inauguration in Dubai November 2009.

Stories by Fellows - Examples

Thank You!More info:

Email: nordfors@stanford.edu

Phone: +1 650 804 5184

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