Communicative Figurations by Andreas Hepp Andreas Breiter & Uwe Hasebrink

Author:Andreas Hepp, Andreas Breiter & Uwe Hasebrink
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

9.3.2 Differentiating the Media Ensemble

Only 43% of the respondents in the newspaper newsroom survey stated that they would agree to focus on news that was interesting for a broad audience; one of the most supported role perceptions traditionally attributed to journalists (among themselves) related to the key idea of objective reporting (Weischenberg et al. 2012: 213–215). Here, it had by far the lowest approval rate for all surveyed items.

We consider this an indicator of the shifting priorities of communicative orientation for journalists: from a traditional mass media news dissemination perspective to a differentiated media ensemble with an audience that is fragmented and/or, indeed, “multiple audiences” (Hasebrink 2008, own translation) – it appears that journalists are increasingly acknowledging that they serve different audiences via different media channels and platforms during their daily work routines (Loosen and Schmidt 2016b). This is corroborated by the relevance that is ascribed to social networks in the newsroom compared to other internet services: More than 70% of the respondents deem social networks “very important” or “important” for their everyday work with an average approval rate of 2.2 (1 = very important, 5 = unimportant); all other surveyed items had lower approval rates (blogs 3.6, podcasts 3.9, video 2.8, Twitter 3.0, data-driven journalism 2.6). A high level of importance placed on social networks is mentioned particularly by those respondents who think that community management will become more important for journalists in the future. This also points to the increased relevance of interactive and dialogic formats and practices in journalism. The results in detail:For younger journalists (39 and younger) social network services such as Facebook, Xing and Google+ are by far the most important online platforms for their editorial work. They also use short messaging services such as Twitter and appreciate video as a new form of mediation within integrated newspaper newsrooms as well as methods for data visualization.

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