Public Perception—A Newspaper Medium Perspective: E-Commerce in Australian Manufacturing (Revisited)

Abstract

This chapter will present evidence to show that there is an absence of informed, broad, media discussion on e-commerce initiatives in Australia. As pointed out by several authors (e.g., Gittins, 1995), the newspaper medium is one of the main vehicles through which advisers and policy makers seek to influence society. Thus this medium takes on the role of a public forum on national issues. However, it was found that newspapers in Australia have failed in their role of preparing manufacturing industries for the impact of new technologies. In this interpretive study, major Australian newspapers were examined for public discussions about e-commerce in manufacturing industries. The political-legal, economic, social, and technological (PEST) framework was used as a lens to subdivide issues, problems, and opportunities identified in the academic e-commerce literature. This lens was then used to examine 103 newspaper articles identified using the keywords Australian manufacturing and e-commerce in what was believed to be all the major Australian newspapers. It was found that some articles merely report vendors’ promises of potential cost savings while overlooking the need for investment in technology, training, and maintenance costs, while other discussions focused on “users as victims” issues such as security and privacy. In-depth issues such as reliability, communication protocols, bandwidth availability, and integration problems were overlooked. In particular, the problem of business strategies was ignored.