Audience Community as a Strategic Resource in Media Work

Emerging practices

Bibliographic Data

ID12909331
AuthorsNando Malmelin (0000-0002-2596-2455, Aalto University, corresponding author), Mikko Villi (0000-0001-6935-9386, University of Helsinki, corresponding author)
Year2015
Volume10
Issue5
Pages589-607
Publication date2015-06-09
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournalism Practice (JOURNAL)
Journal identifiersISSN: 1751-2786 • E-ISSN: 1751-2794
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/17512786.2015.1036903
OpenAlexW1581779209
LanguageEN
Citations received16
References cited49

This article discusses the role of the online audience community as a strategic resource for media work. It opens up a current perspective on the audience community, which has received scarce attention in research both conceptually and empirically. The article provides an empirical analysis of the various ways in which the audience community can serve as a resource in the work of journalists. The conclusion is that the audience community can have wide-ranging strategic significance and implications for media work and media brands. In particular, observing and connecting with the audience community can help journalists acquire deeper knowledge and understanding of the audience, as well as strengthen commitment and engagement among the audience with the media brand. As a consequence of collaborating with the audience community, new journalistic roles and tasks are emerging

Advertising · Audience participation · Audience response · Business · Media studies · Perspective (graphical · Political science · Public relations · Resource (disambiguation · Sociology · Target audience · Work (physics · Computer Science · Digital Marketing and Social Media · Engineering · Media Studies and Communication · Social Media and Politics