Relationship status of journalists with their audiences on social media : it's complicated
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Annette HILL and Peter LUNT (eds), The Routledge companion to media audiences, Abingdon ; New York : Routledge, 2024, pp. 160-177
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NENADIC, Iva, KOVACEVIC, Petra, Relationship status of journalists with their audiences on social media : it’s complicated, in Annette HILL and Peter LUNT (eds), The Routledge companion to media audiences, Abingdon ; New York : Routledge, 2024, pp. 160-177 - https://hdl.handle.net/1814/77920
Abstract
Centred on two case studies from Croatia and the United Kingdom, this chapter explores how journalists imagine their audiences and the evolution of the journalist–audience relationship within the social media sphere. Social media platforms have positioned themselves as intermediaries between audiences and journalists, making the audience more visible. Yet social media form a somewhat unwelcome element that editors are compelled to factor into their decision-making, and journalists into their work. Journalists seek to retain their role as gatekeepers to command the news production process and to uphold the authority and integrity of their profession, despite the potential for social media platforms to facilitate increased interactions between journalists and their audiences, and to enhance newsroom comprehension of audience behaviours. The chapter explores the value and meanings of this unrealised potential to enable journalistic familiarisation and greater engagement with their audiences. With a focus on the conditions imposed by social media architecture, the case studies reveal how journalists interact with audience members on Twitter and Facebook, including the extent of this interaction. Addressing the ways in which journalists seek to lift or guard the boundaries of their professional and societal roles, the chapter sheds light on journalists’ audience imaginaries and the conditions for being a news audience on social media.
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Published online: 27 September 2024