MUNCIE, Ind. - Amid the hype surrounding the Internet and the calamities suffered by dot-com companies, it is easy to overlook the challenges facing online journalism, say a pair of Ball State University educators.

While the Net has become a major source of news and information for many people, it faces major economic and ethical hurdles, according to communication professors Melvin Sharpe and Steve Bell.

"Instead of waiting on the morning newspaper or the 5 p.m. television newscast, people are logging onto the Web to get quick updates on news as well as opinions from local and national commentators," Sharpe said.

In the battle for online supremacy, the largest and most respected news providers currently have the edge over local Web versions of newspapers and radio stations.
"Undoubtedly, witty Mark Twains will come along and cultivate local followings," Sharpe said. "They will be worth their weight in gold to local news organizations."

Despite the expansion of Web news, users should be aware that the line between online news and advertising is often blurred, said Bell, a former television network anchor.

"Even some reputable news organizations allow sponsor-driven material on their sites that they would never allow in their newspapers or radio/television newscasts," he said. "The Web simply hasn't developed an 'ethics and responsibility' foundation of its own."

The challenge for Web users is to become sophisticated consumers, Bell said.

"One thing I tell my students is to know the source before depending on information that comes up in a word search," he said. "Often that means staying with the brand names, the major news sources with reliable reputations. But, it also can mean checking out an unfamiliar source so you can put worthwhile information or points of view into context."

While news organizations have expanded their presence on the Net, it will take additional time and resources to fully engage the Web audience.

The economic reality is that Web readers do not like to be forced to view advertising to get the information they want, Sharpe said.

"They will tolerate a little and then seek other sources if it becomes overwhelming to them," he said. "It is the same way viewers seek television channels with minimal advertising."

(NOTE TO EDITORS: For more information, contact Sharpe at msharpe@bsu.edu or (765) 285-8215. Bell may be reached at sbell@bsu.edu or (765) 285-5905.)