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Which for What? Uses of Social Media in the View of Journalists and Audience Members

Sat, May 23, 12:00 to 13:15, Caribe Hilton, Conference Room 8/9

Abstract

Journalism on the internet is multichannel communication as providers distribute their content via increasingly diverse platforms. Furthermore, social media in particular are multifunctional and there are at least five general journalistic uses of it: publishing, investigation, user participation, meta-communication of editorial staff, and monitoring the audience. This presentation combines research from two empirical studies which shed light on how journalism and audiences deal with that multichannel and multifunctional communication. The journalism side is represented by a newsroom survey in Germany in 2014 (n=105, response rate=69,5%); the audience side by online surveys among audiences of four different German news outlets (with samples ranging from n= 321 to 4686 and subsamples for active users ranging from n=41 to 390). Results show that newsrooms use social media for 24 different purposes and that actively participating users in part exhibit different motivations to participate with respect to different “participatory channels”.

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