Social Media News: A Comparative Analysis of the Journalistic Uses of Twitter

Authors

DOI:

https://doi.org/10.51480/1899-5101.14.2(29).1

Keywords:

Twitter, news organizations, social media, digital journalism, participatory journalism

Abstract

The article investigates media organizations’ strategies to adapt to the new media ecology in which Twitter is renewing traditional news-production routines. Two main strategies are identified: a traditional approach aimed at one-way news dissemination, and a journalistic model that recasts the relationship with the audience and uses Twitter as a community building tool. It has been assumed that media outlets’ endeavours to gain centrality in the information system are associated with their ability in using the appropriate communication tools of Twitter and the implementation of strategies based on interaction with users.  Based on a comparative analysis of Twitter uses by newspapers in 31 countries, the study shows that the ability to manage the structural elements of the platform is widespread among media organizations. Concurrently, the relational strategy, i.e. the investment in community-building, although less widespread, is present in many countries and leads to an increase level of user involvement.  

Author Biography

Rosella Rega, University of Siena

Rosella Rega, Assistant Professor, Department of Social, Political and Cognitive Sciences, University of Siena, Italy. She teaches “Journalism and New Media”, and “Media Industry and Strategic Communication”.

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Published

2022-01-13

How to Cite

Rega, R. (2022). Social Media News: A Comparative Analysis of the Journalistic Uses of Twitter. Central European Journal of Communication, 14(2(29), 195-216. https://doi.org/10.51480/1899-5101.14.2(29).1

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Section

Scientific Papers