yup. this is what
@WDW1974 is talking about regarding journalists not doing their jobs. you wouldn't believe how much of the news items you consume are carefully crafted corporate comms messages with built-in news hooks. it's what people like me do, and it's so much easier in this media landscape.
from strictly a corporate brand perspective (like disney), the 2008 crash of the economy worked out great vis-a-vis the news media. the industry had already undergone a major overhaul, and was on the precipice of major change. then came the crash. media companies everywhere began tightening their belts. MAJOR pubs went under or merged. you had regional publications that either went out of business or took a machete to their staffs. reporters who weren't laid off got jammed up with two, three, even four new beats on their desk (think someone who was covering just aerospace, now covering politics, local news, all while managing the newsdesk), making reporters overworked and outlets understaffed. do you know how many outlets have run straight press releases that i've sent them and just thrown a byline on it? they don't care. they need content to satiate an extremely disparate audience that is absorbing more media than ever before.
meanwhile, the emergence of new media really starting to hit its stride in credibility. blogs were popping up, and people began to realize that they can monetize their interests. there are all these outlets with niche focuses. one would think, "great, all of these people can really dabble into the minutiae and affect keep companies honest." but what happens is the opposite. once corporates befriend the bloggers, you have made a friend who is already a fan, and fans are less prone to be critical (believe it or not, considering most of us who congregate around this particular thread). take it from someone who has personally stepped into their favorite baseball team's clubhouse on blogger credentials. you have to try VERY hard to be discerning about what you see and hear, and not get caught up in the fact that one of your favorite players is getting outfitted in nike gear from his endorsement reps from head-to-toe 15 feet from you.
as it pertains to disney, they take the fanbois and they treat them like media. that means feeding them press releases (carefully approved jargon), and even giving them some "on background" info to beef up some of their speculation that will both further craft the message AND give their blogs more cache. maybe disney then invites them out to see a new toilet, or whatever half-hearted effort they've put into the parks, and BOOM. a freebie. now they've realized not only are they getting money from ad clicks, but they're getting paid in disney experiences. would you be the blogger that turns away a free cruise to write something of consequence on the company?
see, access to the ultimate currency. once they gave it to "new media" people and the company started reaping the rewards, it put a serious crimp in the style of any real journalist looking to glean insight on the company. write something negative? we won't give you anything. and we won't miss you reach, because we have an army of bloggers (which simply equate to brand advocates masquerading behind journalistic jargon) to continue our narrative.
THEN, when brands realized they could cut out the middle man completely with owned content (i.e company blog -- like the parks blog -- and producing their own media for youtube, snapchat, twitter, facebook, tout, periscope...whatever)...then NO ONE became safe. corporations can break their own stories and have their own discussion boards and they'll dominate the SEO on these subjects because most overworked parents just dying to hear what's new at disney will just google "disney blog" and BOOM! dr. blondie is there to tell you all about the COOLEST SUMMER EVER AND PLEASE DON'T WORRY IT ONLY COSTS ONE KIDNEY TO GAIN ACCESS TO THE MAGIC KINGDOM PARK (we really want that park part in there, please everyone say it say it!).
and here we are. journalists serving too many masters, bloggers looking to make hanging out at disney a job (or even doing that as a second job while working 45 hours a week somewhere else). disney doesn't need any of them, and threatens to take away access to anyone who steps out of line. it leaves everyone just looking to scraps thrown down by the subject they cover, not wanting to rock the boat in the process.
i give you the media landscape of 2015.