The three entertainment websites to be evaluated include the Daily Telegraph’s Entertainment section (www.dailytelegraph.com.au/entertainment), Ninemsn’s The Fix (http://thefix.ninemsn.com.au) and American website Entertainment Online (www.eonline.com). These websites will be evaluated according to layout, ease of navigation, article content and use of hypermedia.
Website Evaluation # 1– ‘Entertainment’ (The Daily Telegraph)
On first glimpse of the Entertainment section of the Daily Telegraph’s online newspaper it is clear that the site exists in correlation to an online newspaper. The plain background and basic layout suggest Entertainment takes a large cue from its parent site, the Daily Telegraph. The page is structured in a simple layout, with headlines easily distinguishable from other parts of the website. With an overwhelming 3, 531, 741 page impressions, Entertainment stands to be a primary source of information for Daily Telegraph readers interested in fashion, celebrity gossip, entertainment news, movie reviews and Sydney-based events (News Space, 2009).
The ‘Daily Telegraph’ banner is prominent on the top of the page, with links appearing to other News Limited websites including www.news.com.au, Fox Sports and a link to all News Limited newspapers in Australia. Beneath the top banner, the sections of the Daily Telegraph are clear, with Entertainment among them. Underneath the Daily Telegraph’s banner, featured entertainment stories are prominent to the left hand side of the page. These featured stories contain photos for easy identification of the celebrity in question as well as a prominent headline and standfirst.
Entertainment’s website is easy to navigate, with news stories appearing on the left side of the page and advertisements dominating the right side of the page. One of the most prominent characteristics of the website is its domination of online advertisements, a characteristic often present in News Limited brands. This is an unfortunate side to the online entertainment section, as it draws its readers attention away from the entertainment stories and onto the advertising (Rau, Chen & Chen, 2006: 259). At times, it is difficult for the reader to determine where the advertising stops and the news stories begin.
At the time of evaluation, Entertainment’s featured story was “Coroner Confirms Jacko Death Cocktail“. The headline of this story was shown in Entertainment’s homepage with a standfirst summarising the main elements of the story. Using only 22 words, the standfirst was able to draw the reader’s attention to the valuable aspects of the story. This is an important feature of online news reporting as it enables readers to scan the page for items they may be interested in, instead of having to read the entire story (Morkes & Neilsen, 1997: 1, 3).
At 551 words, “Coroner Confirms Jacko Death Cocktail” reveals details behind the death of Michael Jackson which could have been summed up in under a few hundred words. This is characteristic of the Entertainment site, being a subsection of the Daily Telegraph newspaper. The article offers no internal links to provide readers with more information within the story and instead directs readers to “Related Coverage” to the left hand side of the main article. This navigational sidebar offers readers the chance to explore related news to Michael Jackson, however it does not delve outside the News Limited sites. The “Related Coverage” links would have been more effective placed as hyperlinks within the article, allowing readers to explore key words relating to the issue. Through the use of only internal links only, Entertainment lacks credibility on issues as it appears bias in the evidence produced. It is clear through the lack of external sources and links to other websites, News Limited is concerned that by directly its readers to other sources, they will evidently lose readership. However, it is clear that news consumption has changed in the age of digital technology and readers no longer consume in a linear fashion and instead prefer to access information that they choose (Yaros, 2009: 1). In fact, if readers know they can trust a site, they will come back for more (Dube, 2003: 5). By giving the reader access to hyperlinks and other material, online news contributors encourage non-linear reading of news, which the reader appreciates and will continue to visit the site (Yaros, 2009; Dube, 2003: 5)
Overall, while Entertainment can be relied upon as a trustworthy and detailed news source, it is clear that the site’s perspectives are drawn from News Limited. The domination of advertising on the site as well as the plain, block colours create an unsatisfactory experience for the reader. Visiting this site, I longed to be entertained and informed quickly of the latest celebrity news and gossip. Instead, I found myself navigating away from the page with a yawn, a quick calculation of the advertising revenue News Limited would receive from this section alone and a deeper cynicism for Murdoch’s media empire.
Website Evaluation # 2- The Fix (ninemsn)
Catchy title? Check. Proliferation of celebrity photos? Check. Pointless celebrity juice and gossip? Check. At first glance, The Fix seems to have all the entertainment news basics covered. With bright photos and an abundance of smart looking logos, The Fix certainly is a step up from the dreary drabs of the Daily Telegraph’s Entertainment. However, despite the coloured banners and abundance of celebrity ‘distractions’, the website lacks clarity, in-depth information and external sources.
As soon as the page loads, it is clear that this entertainment site is a creation of Ninemsn. At the top of the page, there are links to all Ninemsn’s sites. Below the main banner, subcategories of The Fix are promoted with links to MovieFix, MusicFix, TVFix and CelebrityFix. Through the cross-promotion of these websites, Ninemsn aims to direct readers of The Fix to other websites they might be interested in. This is to prevent readers from visiting external sites, when they are able to access all the information they need on a Ninemsn sister site.
Above The Fix’s banner are celebrity photos with links to related articles. The use of photos, and other multimedia such as videos, is more effective at “extending the engagement of the general news audience than a dense page of text” (Yaros, 2009: 4). The Fix aims its readership at young people aged between 16-25 which can be seen through the domination of photos and bright, bold text. While this bright, bubbly website certainly entertains at first glance, the site’s layout creates a tricky navigational dilemma for the online reader. The website is structured in a basic format, with the banner appearing at the top of the page and the featured entertainment stories running the length of the left side of the page. The advertisements appear to be the cause of the problem, taking up half of the page and blending in with featured news stories. This makes it difficult for the reader to determine where the news story stops and advertisements begin. The layout coupled with the background of Tic Tacs alongside Tic Tac advertisements create an overwhelming experience for the viewer.
A feature on Lily Allen dominates the left side of the page, alongside a photo of the pop princess. The headline reads “Lily Allen embarrassed by autograph hunters, jealous of other pop singers” with the standfirst summing up the article in just over 30 words. There is no kicker related to this article, and on clicking the headline, it is revealed that the standfirst is simply the first paragraph of the story. Next to the title of the article, there is a tired emoticion with the word “yawn” next to it, indicating readers feel bored by this article. The use of an emoticion and the ability for the reader to “rate” this article is a useful tool in determining whether or not the news story is worth the readers’ attention.
While the articles on The Fix are relatively short (Lily’s story is a mere 333 words) there appears to be more room for the site to utilise hyperlinks. In the evaluated article, hyperlinks are not used at all despite a number of opportunities for the site to do so. Instead, the site employs a navigational bar at the bottom of the page which consists of articles that the reader might “Also See”. These links show headlines to further Lily Allen features, however all are published by The Fix or a Ninemsn sister site. To the right side of this side bar, “More About Lily Allen” is present, however when the reader clicks on this link, they are taken to The Fix’s archive of Lily Allen stories. In this case, the website may have linked externally to Lily Allen’s website or even created a biography of the singer.
While the readability of the main home page of The Fix is quite restricted, the articles present on the website do provide opportunities for readers to scan the material and consume the articles within a relatively short space of time. Scannability is an important feature of internet writing as online readers rarely consume the entire media article (Morkes & Nielsen, 1997: 1). However, the lack of external sources and links to pages other than Ninemsn lead to The Fix lacking in authority on entertainment reporting. It is clear that Ninemsn is concerned about viewers leaving their website and not returning, however if the corporation trusted their loyal readers, they would be rewarded with people coming back to their websites as providers of valuable information (Dube, 2003: 5).
At this point in my evaluation of web writing, I cannot help but feel a pattern coming on – large media corporations afraid to link to external sources and point their readers in the direction of more informative sites. With this in mind, it is time to evaluate a non-news/newspaper site and see if there is hope for the external hyperlinks out there.
Website Evaluation # 3- E!Online
E!Online offers a clear, readable layout for viewers visiting the online entertainment site. From the basic layout and clean script, it appears that E!Online caters for an older audience than other entertainment sites, such as The Fix or Perez Hilton. MultiChannel Network revealed E! Online reaches a staggering 1.2 million different people each week, with 2, 947, 129 page impressions (MultiChannel Network, 2009). Therefore, the popular entertainment website has some merit in calling itself the “ultimate destination” for anything entertainment (MultiChannel Network, 2009).
With the page loaded, the viewer is inundated with photos of celebrities in relation to breaking news in Hollywood. E!Online banner is relatively small, particularly in relation to The Fix’s large, dominating banner, and takes up only a small part of the screen in the top left corner of the site. Underneath the logo, a navigational bar displays all the sections available to the viewer of E!Online, including News, Photos, Video, Fashion, Red Carpet and Movies. These different links to subsections of E!Online provide a quick and easy way for the reader to navigate to sections of primary interest to them. This is a helpful feature of the website and one that aids the reader in locating information quickly and effectively.
E!Online uses hypermedia, which refers to the “joining of a variety of media, such as text, video and sound, which the Web makes possible” (Bowles & Borden, 2000: 2). The centre of the website is dominated by feature stories, all of which have a large photo of the celebrity in question on top of the standfirst for the article. This draws the readers’ attention to the article containing information on particular celebrities. The right side of the page contains advertisements and links for E!Online’s Twitter page. This prominent divide offers clarity for the reader to determine where advertisements end and articles begin.
At the time of evaluation, the website was dominated with news and photos of DJ AM’s death. The top featured story’s headline read “Travis Barker Will “Never Forget” His “Brother” DJ AM” and contained a substantial standfirst of 47 words. The article incorporates a number of external and internal links to provide the reader with further information about the events mentioned within the story. Keywords in the article are hyperlinked such as “plane crash”, “four people” and “DJ AM”. By using links throughout the article, the author is able to avoid unnecessarily long descriptions of previous happenings, and instead keep the article brief and to the point (Bowles & Borden, 2000: 2).
By employing external hyperlinks, E!Online is not afraid to give readers links to websites, such as Rolling Stone, in order to maximise the amount of information accessible to the online consumer. This increases the credibility and authority E!Online receives from readers and will encourage online entertainment news consumers to continue to visit the site as it is seen to provide accurate and truthful information through external links (Yaros, 2009: 2; Morkes & Neilsen, 1997: 5).
Overall, E!Online demonstrates the use of effective hyperlinks to external stories and information, which is beneficial to the reader and creates more scannable content by eliminating descriptive phrases (Morkes & Neilsen, 1997: 1). The layout of the website enables viewers to locate stories they are interested in within a short amount of time due to the location of the navigational tool bars and “search” bar prominent in the top right corner of the page.
Conclusion
Of the three entertainment news sites that were evaluated, E!Online utilises the technology of hyperlinks the most and has the most scannable content for news readers. In my opinion, this makes E! Online the most user friendly in that it does not weigh the reader down with information they do not require to scan the story. The Fix and Entertainment (Daily Telegraph) could utilise hyperlinks in order to make their articles easier for readers to scan.
References
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Celebrity Fix (2009). “Lily Allen embarrassed by autograph hunters, jealous of other pop singers”, The Fix, 28 August 2009: <http://celebrities.ninemsn.com.au/blog.aspx?blogentryid=451977&showcomments=true&rss=yes>
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Masters, M. (2009). “Travis Barker Will “Never Forget” His “Brother” DJ AM”, 30 August 2009, E!Online, < http://au.eonline.com/uberblog/b141820_travis_barker_will_never_forget_his.html >
Morkes, J. & Neilsen, J. (1997). “Concise, Scannable and Objective: How to Write for the Web” http://www.useit.com/papers/webwriting/writing.html.
Multichannel Network (2009). “E! www.eonline.com” <http://www.mcn.com.au/Upload/ChannelPDF/E!.pdf >
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The Sunday Telegraph (2009) “Coroner Confirms Jacko Death Cocktail”, The Sunday Telegraph, 30 August 2009: <http://www.dailytelegraph.com.au/news/sunday-telegraph/cornoer-confirms-michael-jackson-death-cocktail/story-e6frewt0-1225767365080 >
Yaros, R. A. (2009). “Mastering Multimedia”, American Journalism Review, Aug/Sept 2009 issue: 1-4.