***Is the new Guardian view of journalism really what people want*** ***?***

The Guardian’s Three little pigs ad campaign is getting a lot of press at the moment.It makes me feel a little uncomforatble if I’m honest. It seems to present a news organisation doing campaigning journalism on the fly rather than on principle. But maybe trying to glean the depth of the idea from this ad is a bit like studying history by only using Michael Bay films…

Whatever their motivation, Paul Bradshaw thinks it’s a touchstone for  How journalism has changed :

It’s an image of journalism utterly different from how it presented itself in the 20th century, different – if we’re honest – from the image in most journalists’, and most journalism students’, minds.

I agree and it’s the inherent challenge that it presents that is both interesting and scary. It doesn’t neceserrily challenge how we do things but why. This is an idealogical standpoint.

In that sense I can’t help but think of the whole *intelligent design Vs natutral selection *debate. As Paul suggests maybe this is a big challenge to the way we ‘believe’ things work as much as they really work.

I’m not sure which side the the Guardian fall on here. There is a certain evangelical zeal to the way some people are trumpeting this and though Rusbridiger may be more Church of England vicar than glossy evangelical preacher, he’s preaching the new stuff hard.

But If this represents a different belief in the way journalism should be done, its only to a certain group. Some will still be unconvinced, perhaps even more bullish and entrenched in the face of the idea.

I desperately want to believe that this is natural selection – the new order creating new ways of doing things. But if it’s not…well, maybe, I could be persuaded to visit the church of ‘open journalism’, after all they have great looking commercials. But parables and fairly tales will only take me so far.  I’ll be waiting for the proof.