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Journalister och deras publik. Förhållningssätt bland svenska journalister.

Doctoral thesis
Authors Ulrika Andersson
Date of public defense 2009-10-31
Opponent at public defense Åsa Kroon Lundell
ISBN 9789188212740
Publisher University of Gothenburg
Place of publication Göteborg
Publication year 2009
Published at Department of Journalism, Media and Communication (JMG)
Language sv
Keywords Journalister, förhållningssätt, publikorientering, publikkontakt, publikkunskap, publiksyn
Subject categories Media and Communications


Journalists and their audience aims to explore and explain journalists´ approach to the audience. Fulfilling the normative assignment as advocates of the audience usually means balancing between professional ideals and audience-demands. But do journalists emphasis more of a profession-orientated or an audience-orientated approach to the audience? The study defines journalists' approach to the audience as a combination of the perceptions, attitudes, interest and knowledge that journalists express in various matters relating to the audience. This approach is analysed through four dimensions: audience-perceptions, audience-contacts, audience-orientation and audience-knowledge. The study is based on a national survey of journalists and managing editors in Sweden, conducted by the Department of journalism and mass communication, University of Gothenburg. The study also includes a complementary survey of Swedish newspaper journalists. The method used is quantitative analysis. Four types of approaches are revealed among Swedish journalists: "audience-orientated journalists", "audience-aware journalists", "indeterminate journalists" and "profession-orientated journalists". Important factors to take into account when explaining journalists´ approach are position at the editorial office, gender, and generation. The results reveal that managing editors and younger females are inclined to be most audience-orientated. The gender difference is regarded as a mark of gendered journalism. The study also finds some age-differences – especially among female journalists, differences that are explained from a perspective of experience and generation. This outcome is regarded as an indication of changing values among younger generations.

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