Managing New(s) Conversations: The Role of Social Media in News Provision and Participation
Predictions of the imminent death of once-powerful printed newspapers have grown louder in many developed countries, where structural changes fuelled by shifting consumer demand and the rapid growth of networked digital technologies have battered the sector. Nonetheless, most publishers are still in operation, albeit with shrinking readerships and advertising revenues. In response, many have launched news websites and applications for mobile devices and tablets with the aim to make their content and services accessible anytime, anyplace and through any device. The rise of Web 2.0 practices have further challenged publishers to engage with users in so-called participatory- and citizen journalism practices.
This chapter scrutinizes how the leading newspapers in each of the UK’s 66 cities have employed interactive technologies to include users online, on mobile and on tablets. The study draws on three longitudinal data sets to provide unique and empirically-based insights into how the social media practices of newspapers are paying off.
KeywordsSocial Medium News Article Social Media Site News Site Inclusion Performance
The authors would like to acknowledge the most valuable contributions made to this study by Experian Hitwise Marketing Research Analyst James Murray and the support of the Centre for Research-Informed Teaching at the University of Central Lancashire, which funded the Undergraduate Summer Internship Programme that enabled Patrick McGee, Michael Brightman, Jake Hooson and Aunurag Chandok to contribute to the study.
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