Presentation at the International Communication Association's 63rd annual conference "Challenging Communication Research", June 21st 2013, London

1. “What
is
it
good
for?
Absolutely
nothing!?”
Comparing
a+tudes
and
expecta3ons
of
journalists
and
users
towards
audience
par3cipa3on
in
news
journalism
Nele
Heise,
Wiebke
Loosen,
Julius
Reimer,
Jan-­‐Hinrik
Schmidt
@jpub20team
ICA
|
London
|
June
21st
2013

2. Source:
Loosen
&
Schmidt
2012:
874
Audience
par:cipa:on
in
journalism
Audience
Inclusion
performance
Inclusion
expecta:ons
Inclusion
performance
Features
f.
audience
par3cipa3on
Work
process/rou3nes
Journalis3c
output/products
Inclusion
expecta:ons
Journalis3c
role
concep3on
Images
of
the
audience
Strategic
ra3onales
Journalists
Par3cipatory
prac3ces
Degree
of
community
orienta3on
Mo3va3ons
for
pa3cipa3on
Expecta3ons
concerning
impact/influence
of
audience
par3cipa3on
on
journalism
2

3. Source:
Loosen
&
Schmidt
2012:
874
Audience
par:cipa:on
in
journalism
Audience
Inclusion
performance
Inclusion
expecta:ons
Inclusion
performance
Features
f.
audience
par3cipa3on
Work
process/rou3nes
Journalis3c
output/products
Inclusion
expecta:ons
Journalis3c
role
concep3on
Images
of
the
audience
Strategic
ra3onales
Journalists
Par3cipatory
prac3ces
Degree
of
community
orienta3on
Mo3va3ons
for
pa3cipa3on
Expecta3ons
concerning
impact/influence
of
audience
par3cipa3on
on
journalism
3
Inclusion
distance
Inclusion
level

4. Source:
Loosen
&
Schmidt
2012:
874
Audience
par:cipa:on
in
journalism
Audience
Inclusion
performance
Inclusion
performance
(Expected)
inclusion
expecta:ons
Journalists
Inclusion
level
Inclusion
distance
4
Inclusion
level
(Expected)
inclusion
expecta:ons
3.
Assumed
importance
of
par1cipatory
func1ons
Importance
of
par3cipatory
func3ons
2.
Self
image
of
journalis3c
role
External
image
of
journalis1c
role
1.
Assumed
mo1va1ons
Mo3va3ons
for
par3cipa3on
4.
General
assessment
of
part.:
• Strategic
ra3onales
• Impact
on
journalism
General
assessment
of
part.:
• Strategic
ra3onales
• Impact
on
journalism

5. In-­‐depth
interviews
Standardized
online
surveys
Content/feature
analyses
Journalists
n
=
10
leading
editors
TV
/
online
2x
TV
/
2x
online
managing
editor
2x
social
media
editor
2x
„mul3media
assistant“
[=
community
manager]
n
=
63
out
of
130
people
in
editorial
staff
of
Tagesschau
and
tagesschau.de
Par3cipatory
features
&
social
media
profiles
Integra3on
of
UGC
&
audience
in
8
p.m.
newscast
(n=8)
User
comments
on
Meta,
Facebook,
blog
(n=350)
Audience
n
=
6
with
varying
degrees
of
engagement
n
=
4.686
random
sample
of
tagesschau.de
users;
nth-­‐visitor
method
Methods
5
Example
here:
1st
case
study
at
the
Tagesschau
(newscast)
4
case
studies:
TV
Print
Informa:on
oriented
daily
newscast
daily
newscast
Debate
oriented
weekly
poli1cal
TV
talk
weekly
poli1cal
TV
talk

6. Case
study
1
of
4:
the
Tagesschau
6
• Main
German
evening
newscast
• Up
to
10
mio.
viewers
(33%
market
share)
• Since
1952
• Produced
by
public
service
broadcaster
tagesschau.de
1996
YouTube
2006
TwiXer
2007
Blog
2008
Comment.
sec:on
“Meta”
2009
Facebook
2010
Google+
2012
Discussion
boards
2004
+
non-­‐public
features:
audience
mail
(leners,
e-­‐mail),
viewers‘
calls

7. 1. To
have
journalists
be
present
(and
responsive)
on
social
media
2. To
be
able
to
provide
own
material
(text,
pictures,
videos)
for
news
repor3ng
3. To
have
a
plaporm
for
discussing
the
quality
of
news
repor3ng
(agenda,
form,
tone
etc.)
4. To
get
informa3on
on
editorial
rou3nes/
prac3ces/decisions
5. To
be
able
to
forward/recommend
journalis3c
content
fast
and
easily
to
friends
and
family
6. To
be
able
to
suggest
topics
for
repor3ng
7. To
be
able
to
comment/rate
journalis3c
items
8. To
make
transparent
how
many
other
people
view/comment
certain
stories***
9. To
be
able
to
contact/discuss
with
editorial
staff
directly
10. To
discuss
the
topics
of
news
repor3ng***
11. To
publicly
show
their/my
anachment
to
the
Tagesschau***
12. To
get
addi3onal
informa3on
on
the
sources
of
a
journalis3c
item***
13. To
be
taken
seriously
by
journalists***
14. To
have
editorial
staff
introduced
to
them/me***
15. To
be
able
to
interact
and/or
make
contact
with
other
viewers/users
(and
exchange
opinions)***
5-­‐point-­‐Likert-­‐scale
with
1
=
”Completely
unimportant”
to
5
=
”Very
important”;
6
=
”Don’t
know
/
Can’t
say”
(excluded
for
calcula1on
of
mean).
//
***
p
<
.001
(t-­‐test)
7
Findings:
(assumed)
importance
of
par:cipatory
func:ons
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
1
1,5
2
2,5
3
3,5
4
4,5
5
1 1,5 2 2,5 3 3,5 4 4,5 5
Actualimportanceforusers
Importance for users as assumed by journalists

8. 1. To
have
journalists
be
present
(and
responsive)
on
social
media
2. To
be
able
to
provide
own
material
(text,
pictures,
videos)
for
news
repor3ng
3. To
have
a
plaporm
for
discussing
the
quality
of
news
repor3ng
(agenda,
form,
tone
etc.)
4. To
get
informa3on
on
editorial
rou3nes/
prac3ces/decisions
5. To
be
able
to
forward/recommend
journalis3c
content
fast
and
easily
to
friends
and
family
6. To
be
able
to
suggest
topics
for
repor3ng
7. To
be
able
to
comment/rate
journalis3c
items
8. To
make
transparent
how
many
other
people
view/comment
certain
stories***
9. To
be
able
to
contact/discuss
with
editorial
staff
directly
10. To
discuss
the
topics
of
news
repor3ng***
11. To
publicly
show
their/my
anachment
to
the
Tagesschau***
12. To
get
addi3onal
informa3on
on
the
sources
of
a
journalis3c
item***
13. To
be
taken
seriously
by
journalists***
14. To
have
editorial
staff
introduced
to
them/me***
15. To
be
able
to
interact
and/or
make
contact
with
other
viewers/users
(and
exchange
opinions)***
5-­‐point-­‐Likert-­‐scale
with
1
=
”Completely
unimportant”
to
5
=
”Very
important”;
6
=
”Don’t
know
/
Can’t
say”
(excluded
for
calcula1on
of
mean).
//
***
p
<
.001
(t-­‐test)
8
Findings:
(assumed)
importance
of
par:cipatory
func:ons
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
1
1,5
2
2,5
3
3,5
4
4,5
5
1 1,5 2 2,5 3 3,5 4 4,5 5
Actualimportanceforusers
Importance for users as assumed by journalists

9. 1. To
have
journalists
be
present
(and
responsive)
on
social
media
2. To
be
able
to
provide
own
material
(text,
pictures,
videos)
for
news
repor3ng
3. To
have
a
plaporm
for
discussing
the
quality
of
news
repor3ng
(agenda,
form,
tone
etc.)
4. To
get
informa3on
on
editorial
rou3nes/
prac3ces/decisions
5. To
be
able
to
forward/recommend
journalis3c
content
fast
and
easily
to
friends
and
family
6. To
be
able
to
suggest
topics
for
repor3ng
7. To
be
able
to
comment/rate
journalis3c
items
8. To
make
transparent
how
many
other
people
view/comment
certain
stories***
9. To
be
able
to
contact/discuss
with
editorial
staff
directly
10. To
discuss
the
topics
of
news
repor3ng***
11. To
publicly
show
their/my
anachment
to
the
Tagesschau***
12. To
get
addi3onal
informa3on
on
the
sources
of
a
journalis3c
item***
13. To
be
taken
seriously
by
journalists***
14. To
have
editorial
staff
introduced
to
them/me***
15. To
be
able
to
interact
and/or
make
contact
with
other
viewers/users
(and
exchange
opinions)***
5-­‐point-­‐Likert-­‐scale
with
1
=
”Completely
unimportant”
to
5
=
”Very
important”;
6
=
”Don’t
know
/
Can’t
say”
(excluded
for
calcula1on
of
mean).
//
***
p
<
.001
(t-­‐test)
9
Findings:
(assumed)
importance
of
par:cipatory
func:ons
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
1
1,5
2
2,5
3
3,5
4
4,5
5
1 1,5 2 2,5 3 3,5 4 4,5 5
Actualimportanceforusers
Importance for users as assumed by journalists

10. 1. To
have
journalists
be
present
(and
responsive)
on
social
media
2. To
be
able
to
provide
own
material
(text,
pictures,
videos)
for
news
repor3ng
3. To
have
a
plaporm
for
discussing
the
quality
of
news
repor3ng
(agenda,
form,
tone
etc.)
4. To
get
informa3on
on
editorial
rou3nes/
prac3ces/decisions
5. To
be
able
to
forward/recommend
journalis3c
content
fast
and
easily
to
friends
and
family
6. To
be
able
to
suggest
topics
for
repor3ng
7. To
be
able
to
comment/rate
journalis3c
items
8. To
make
transparent
how
many
other
people
view/comment
certain
stories***
9. To
be
able
to
contact/discuss
with
editorial
staff
directly
10. To
discuss
the
topics
of
news
repor3ng***
11. To
publicly
show
their/my
anachment
to
the
Tagesschau***
12. To
get
addi3onal
informa3on
on
the
sources
of
a
journalis3c
item***
13. To
be
taken
seriously
by
journalists***
14. To
have
editorial
staff
introduced
to
them/me***
15. To
be
able
to
interact
and/or
make
contact
with
other
viewers/users
(and
exchange
opinions)***
5-­‐point-­‐Likert-­‐scale
with
1
=
”Completely
unimportant”
to
5
=
”Very
important”;
6
=
”Don’t
know
/
Can’t
say”
(excluded
for
calcula1on
of
mean).
//
***
p
<
.001
(t-­‐test)
10
Findings:
(assumed)
importance
of
par:cipatory
func:ons
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
1
1,5
2
2,5
3
3,5
4
4,5
5
1 1,5 2 2,5 3 3,5 4 4,5 5
Actualimportanceforusers
Importance for users as assumed by journalists

11. 11
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
1
1,5
2
2,5
3
3,5
4
4,5
5
1 1,5 2 2,5 3 3,5 4 4,5 5
Actualimportanceforusers
Importance for users as assumed by journalists
Findings:
(assumed)
importance
of
par:cipatory
func:ons
1. To
have
journalists
be
present
(and
responsive)
on
social
media
2. To
be
able
to
provide
own
material
(text,
pictures,
videos)
for
news
repor3ng
3. To
have
a
plaporm
for
discussing
the
quality
of
news
repor3ng
(agenda,
form,
tone
etc.)
4. To
get
informa3on
on
editorial
rou3nes/
prac3ces/decisions
5. To
be
able
to
forward/recommend
journalis3c
content
fast
and
easily
to
friends
and
family
6. To
be
able
to
suggest
topics
for
repor3ng
7. To
be
able
to
comment/rate
journalis3c
items
8. To
make
transparent
how
many
other
people
view/comment
certain
stories***
9. To
be
able
to
contact/discuss
with
editorial
staff
directly
10. To
discuss
the
topics
of
news
repor3ng***
11. To
publicly
show
their/my
anachment
to
the
Tagesschau***
12. To
get
addi3onal
informa3on
on
the
sources
of
a
journalis3c
item***
13. To
be
taken
seriously
by
journalists***
14. To
have
editorial
staff
introduced
to
them/me***
15. To
be
able
to
interact
and/or
make
contact
with
other
viewers/users
(and
exchange
opinions)***
5-­‐point-­‐Likert-­‐scale
with
1
=
”Completely
unimportant”
to
5
=
”Very
important”;
6
=
”Don’t
know
/
Can’t
say”
(excluded
for
calcula1on
of
mean).
//
***
p
<
.001
(t-­‐test)

12. 1. To
have
journalists
be
present
(and
responsive)
on
social
media
2. To
be
able
to
provide
own
material
(text,
pictures,
videos)
for
news
repor3ng
3. To
have
a
plaporm
for
discussing
the
quality
of
news
repor3ng
(agenda,
form,
tone
etc.)
4. To
get
informa3on
on
editorial
rou3nes/
prac3ces/decisions
5. To
be
able
to
forward/recommend
journalis3c
content
fast
and
easily
to
friends
and
family
6. To
be
able
to
suggest
topics
for
repor3ng
7. To
be
able
to
comment/rate
journalis3c
items
8. To
make
transparent
how
many
other
people
view/comment
certain
stories***
9. To
be
able
to
contact/discuss
with
editorial
staff
directly
10. To
discuss
the
topics
of
news
repor3ng***
11. To
publicly
show
their/my
anachment
to
the
Tagesschau***
12. To
get
addi3onal
informa3on
on
the
sources
of
a
journalis3c
item***
13. To
be
taken
seriously
by
journalists***
14. To
have
editorial
staff
introduced
to
them/me***
15. To
be
able
to
interact
and/or
make
contact
with
other
viewers/users
(and
exchange
opinions)***
12
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
1
1,5
2
2,5
3
3,5
4
4,5
5
1 1,5 2 2,5 3 3,5 4 4,5 5
Actualimportanceforusers
Importance for users as assumed by journalists
Findings:
(assumed)
importance
of
par:cipatory
func:ons
5-­‐point-­‐Likert-­‐scale
with
1
=
”Completely
unimportant”
to
5
=
”Very
important”;
6
=
”Don’t
know
/
Can’t
say”
(excluded
for
calcula1on
of
mean).
//
***
p
<
.001
(t-­‐test)

13. 1. To
have
journalists
be
present
(and
responsive)
on
social
media
2. To
be
able
to
provide
own
material
(text,
pictures,
videos)
for
news
repor3ng
3. To
have
a
plaporm
for
discussing
the
quality
of
news
repor3ng
(agenda,
form,
tone
etc.)
4. To
get
informa3on
on
editorial
rou3nes/
prac3ces/decisions
5. To
be
able
to
forward/recommend
journalis3c
content
fast
and
easily
to
friends
and
family
6. To
be
able
to
suggest
topics
for
repor3ng
7. To
be
able
to
comment/rate
journalis3c
items
8. To
make
transparent
how
many
other
people
view/comment
certain
stories***
9. To
be
able
to
contact/discuss
with
editorial
staff
directly
10. To
discuss
the
topics
of
news
repor3ng***
11. To
publicly
show
their/my
anachment
to
the
Tagesschau***
12. To
get
addi3onal
informa3on
on
the
sources
of
a
journalis3c
item***
13. To
be
taken
seriously
by
journalists***
14. To
have
editorial
staff
introduced
to
them/me***
15. To
be
able
to
interact
and/or
make
contact
with
other
viewers/users
(and
exchange
opinions)***
13
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
1
1,5
2
2,5
3
3,5
4
4,5
5
1 1,5 2 2,5 3 3,5 4 4,5 5
Actualimportanceforusers
Importance for users as assumed by journalists
Findings:
(assumed)
importance
of
par:cipatory
func:ons
5-­‐point-­‐Likert-­‐scale
with
1
=
”Completely
unimportant”
to
5
=
”Very
important”;
6
=
”Don’t
know
/
Can’t
say”
(excluded
for
calcula1on
of
mean).
//
***
p
<
.001
(t-­‐test)

14. 14
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
1
1,5
2
2,5
3
3,5
4
4,5
5
1 1,5 2 2,5 3 3,5 4 4,5 5
Actualimportanceforusers
Importance for users as assumed by journalists
Findings:
(assumed)
importance
of
par:cipatory
func:ons
1. To
have
journalists
be
present
(and
responsive)
on
social
media
2. To
be
able
to
provide
own
material
(text,
pictures,
videos)
for
news
repor3ng
3. To
have
a
plaporm
for
discussing
the
quality
of
news
repor3ng
(agenda,
form,
tone
etc.)
4. To
get
informa3on
on
editorial
rou3nes/
prac3ces/decisions
5. To
be
able
to
forward/recommend
journalis3c
content
fast
and
easily
to
friends
and
family
6. To
be
able
to
suggest
topics
for
repor3ng
7. To
be
able
to
comment/rate
journalis3c
items
8. To
make
transparent
how
many
other
people
view/comment
certain
stories***
9. To
be
able
to
contact/discuss
with
editorial
staff
directly
10. To
discuss
the
topics
of
news
repor3ng***
11. To
publicly
show
their/my
anachment
to
the
Tagesschau***
12. To
get
addi3onal
informa3on
on
the
sources
of
a
journalis3c
item***
13. To
be
taken
seriously
by
journalists***
14. To
have
editorial
staff
introduced
to
them/me***
15. To
be
able
to
interact
and/or
make
contact
with
other
viewers/users
(and
exchange
opinions)***
5-­‐point-­‐Likert-­‐scale
with
1
=
”Completely
unimportant”
to
5
=
”Very
important”;
6
=
”Don’t
know
/
Can’t
say”
(excluded
for
calcula1on
of
mean).
//
***
p
<
.001
(t-­‐test)

15. • Dimension
„journalis:c
role
concep:on“
• J
&
A:
audience
par3cipa3on
not
good
for
much,
since
Tagesschau
supposed
to
disseminate
precise
informa3on
as
fast
as
possible
&
explain
complex
topics
and
events
(tradi3onal
role)
• J
&
A:
ac3ve
users
&
new
newsroom
roles
(e.g.
social
media
editors)
anach
more
importance
to
new
tasks
like
dialogue
&
making
the
journalis3c
process
transparent
• Dimension
„(assumed)
mo:va:ons
for
par:cipa:on“
• J:
good
for
users
to
fulfil
affec3ve,
self-­‐centered
mo3va3ons
• A:
good
for
widening
knowledge
&
contact
with
others
• J
&
A:
good
for
users
to
publicly
state
opinion
• Dimension
„general
assessment
of
par:cipa:on“
• J
&
A:
good
for
reaching
new
target
groups;
not
good
for
reducing
costs,
increasing
entertainment
value,
changing
power
rela3ons
(journalists
keep
upper
hand
in
selec3ng/producing
news)
• J:
good
for
Tagesschau,
since
dialogue
&
exchange
are
considered
essen3al
element
• A:
does
not
experience
dialogue
&
exchange
being
an
essen3al
element
Findings:
“What
is
it
good
for?”
15

16. • Comparing
• groups
of
different
homogeneity
and
size
(editorial
staff
vs.
disperse
audience)
• online-­‐
and
TV-­‐journalists
and
online-­‐only
audience
• individual
self-­‐assessment
with
assessment
of
groups
of
others
• Taking
into
considera:on
• absolute
differences
of
means
• posi3ons
of
means
compared
on
the
scale
• rela3ve
rankings
of
one
banery‘s
items
• Missing
reference
values
à
More
case
studies
needed
to
compare
inclusion
distances
at
different
journalis:c
media
16
Challenges
of
comparing
adtudes
and
expecta:ons

17. (Re-­‐)discovering
the
audience.
Journalism
under
social
media
condi3ons.
Project
funded
by
the
German
Research
Founda3on
(DFG)
a.k.a.
jpub
2.0
Team:
Nele
Heise,
Wiebke
Loosen,
Julius
Reimer,
Jan-­‐Hinrik
Schmidt
Blog:
hnp://jpub20.hans-­‐bredow-­‐ins3tut.de/
TwiXer:
@jpub20team

18. Literatur
• Früh,
W.,
&
Schönbach,
K.
(2005):
Der
dynamisch-­‐transak3onale
Ansatz
III:
Eine
Zwischenbilanz.
In:
Publizis1k
50(1),
pp.
4-­‐20.
• Heinonen,
A.
(2011):
The
journalist’s
rela3onship
with
users.
New
dimensions
to
conven3onal
roles.
In:
Singer,
J.
B.
et
al.
(Hrsg.):
Par1cipatory
journalism.
Guarding
open
gates
at
online
newspapers.
Chichester:
Wiley-­‐Blackwell,
pp.
34-­‐55.
• Himelboim,
I.,
&
McCreery,
S.
(2012):
New
technology,
old
prac3ces:
Examining
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websites
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a
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perspec3ve.
In:
Convergence:
The
Interna1onal
Journal
of
Research
into
New
Media
Technologies,
published
online
February
2,
2012.
Retrieved
from
hnp://con.sagepub.com/content/early/2012/01/30/1354856511429648
(October
9,
2012).
• Jeffres,
L.,
&
Scheufele,
D.
(2009):
What
is
the
field
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communica3on?
Seeking
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…
and
–
more
importantly
–
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Klaus
Schönbach.”
In:
Holtz-­‐Bacha,
C.,
Reus,
G.,
&
Becker,
L.
B.
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Wissenscha[
mit
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Beiträge
zu
Journalismus-­‐
und
Medienwirkungsforschung.
Wiesbaden:
VS
Verlag,
pp.
73-­‐84.
• Meikle,
G.,
&
Young,
S.
(2012):
Media
convergence.
Networked
digital
media
in
everyday
life.
Basingstoke:
Palgrave
Macmillan.
• Neuberger,
C.
(2009):
Internet,
Journalismus
und
Öffentlichkeit:
Analyse
des
Medienumbruchs.
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Neuberger,
C.,
Nuernbergk,
C.,
&
Rischke,
M.
(Eds.):
Journalismus
im
Internet:
Profession,
Par1zipa1on,
Technisierung.
Wiesbaden:
VS
Verlag,
pp.
19-­‐105.
• Loosen,
W.,
&
Schmidt,
J.-­‐H.
(2012):
(Re-­‐)Discovering
the
audience:
The
rela3onship
between
journalism
and
audience
in
networked
digital
media.
In:
Informa1on,
Communica1on
&
Society,
15(6),
pp.
867-­‐887.
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W.,
Schmidt,
J.-­‐H.,
Heise,
N.,
Reimer,
J.,
&
Scheler,
M.
(2013):
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bei
der
Tagesschau.
Fallstudienbericht
aus
dem
DFG-­‐Projekt
„Die
(Wieder-­‐)Entdeckung
des
Publikums“
(Arbeitspapiere
des
Hans-­‐Bredow-­‐Ins3tuts
Nr.
26).
Available
online:
hnp://www.hans-­‐bredow-­‐ins3tut.de/webfm_send/709.
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J.
B.,
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A.,
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D.,
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A.,
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Quandt,
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Guarding
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at
online
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18/16