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IN IT FOR THE LONG RUN? Swedish Newspapers and Their Audiences On Facebook 2010-2014

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Anders Olof Larsson at Kristiania University College
Anders Olof Larsson
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Abstract and Figures

- Paper accepted for publication in Journalism Practice - While previous research has focused on the uses of a variety of online services – such as web pages and, more recently, Twitter – by media organizations and their audiences, a rather limited amount of empirical inquiry has been directed towards the often more and broadly used Facebook platform. The current paper contributes to the research field by providing a longitudinal study of journalist and audience engagement on the Facebook Pages of Sweden’s four major newspapers – Aftonbladet, Dagens Nyheter, Expressen and Svenska Dagbladet. Employing state-of-the-art methods for data collection, the results indicate that while audiences appear to be increasing their engagement with news organizations on Facebook – albeit mostly through so-called ‘likes’ – the media organizations themselves are decreasing their engagement with audiences.
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Origin!
Online!
since!
Approx.!
N!of!
web!
staff!–!
2010*!
Approx.!
N!of!
web!
staff!–!
2012**!
Unique!
Browser!
Visits,!
Week!1,!
2010***!
Unique!
Browser!
Visits,!
Week!1,!
2011***!!
Unique!
Browser!
Visits,!
Week!1,!
2012***!
Unique!
Browser!
Visits,!
Week!1,!
2013***!
!
Unique!
Browser!
Visits,!
Week!1,!
2014***!
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... Moreover, while there is a roughly similar number of posts with comments and shares, likes are almost three times more frequent than both comments and shares. These results show the usual engagement patterns in which likes are more frequent than comments and shares as a representation of different levels of engagement (Kim and Yang, 2017); however, the contrast with the results by Larsson (2017) showing that the means of each interaction, overall, is much lower now than it was in 2014. Larsson (2017), however, analyzed the outlets' pages, while this study covered individual news posts, which are expected to attract less engagement individually than the outlets' pages as a whole. ...
... These results show the usual engagement patterns in which likes are more frequent than comments and shares as a representation of different levels of engagement (Kim and Yang, 2017); however, the contrast with the results by Larsson (2017) showing that the means of each interaction, overall, is much lower now than it was in 2014. Larsson (2017), however, analyzed the outlets' pages, while this study covered individual news posts, which are expected to attract less engagement individually than the outlets' pages as a whole. ...
Toward ‘Cultures of Engagement’? An exploratory comparison of engagement patterns on Facebook news posts
Article
Full-text available
Information production, dissemination, and consumption are contingent upon cultural and financial dimensions. This study attempts to find cultures of engagement that reflect how audiences engage with news posts made by either commercial or state-owned news outlets on Facebook. To do so, we collected over a million news posts (n = 1,173,159) produced by 482 news outlets in three Scandinavian countries (Denmark, Norway, and Sweden) and analyzed over 69 million interactions across three metrics of engagement (i.e. comments, likes, and shares). More concretely, we investigate whether the patterns of engagement follow distinct patterns across national boundaries and type of outlet ownership. While we are skeptical of metrics of engagement as markers of specific cultures of engagement, our results show that there are clear differences in how readers engage with news posts depending on the country of origin and whether they are fully state-owned or private-owned outlets.
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... However, Santana (2010) reports that 69% of journalists often or sometimes read online comments, while Nielsen (2014) states that 35.8% of journalists read them frequently or always, and Garden's (2016, 338-339) analysis of political news blogs on Australian mainstream media found that journalists made up to 18% of all commentswhat might amount to a hybrid approach to engagement that speaks to an "ethic of participation" (Lewis 2012, 851). Larsson's (2017) study of Swedish newspaper activity on Facebook found that journalists were commenting, but there were variations across different institutions, with an overall decline in journalist engagement over time. Graham and Wright's (2015) analysis of the Guardian's comment spaces found limited journalist comments in their sample, though most journalists reported engaging below the line in interviews and it was positively impacting their journalism practice. ...
When Journalists Go "Below The Line": Comment spaces at The Guardian (2006-2017)
Article
Full-text available
  • Apr 2019
Based on longitudinal research design (2006-2017), this article analyses how Guardian journalists engage in "below the line" comment spaces; what factors shape this engagement; and how this has evolved over time. The article combines a large-scale quantitative analysis of the total number of comments made (n = 110,263,661) and a manual content analysis of all comments made by 26 journalists (n= 5448) and their broader writing practices with 18 semi-structured interviews conducted in two phases (13 in 2012 and 5 repeated in 2017-18). The results show that there is considerable interest in comment spaces amongst readers, with exponential growth in user commenting. Furthermore, there has been significant engagement below the line by some Guardian journalists, and this is often in the form of direct and sustained reciprocity. Journalist commenting has waned in recent years due to difficulties coping with the volume of comments; changes in editorial emphasis; concerns over incivility and abuse; and a decrease in perceived journalistic benefits of commenting, alongside the rise in importance of Twitter. When journalists comment, they do so in a variety of ways and their comments are often substantive, significantly adding to the story by, for example, defending and explaining their journalism practice.
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... Exemplaren über eine eigene Facebook-Seite verfügen (BDZV, 2016; siehe ähnlich für die USA Ju u. a., 2014) und dort ihre Inhalte bewerben. Trotz dieser Bedeutsamkeit wurden die SNS-spezifischen Kommunikations-und Publikationsstrategien von journalistischen Redaktionen bislang kaum wissenschaftlich beleuchtet wurden (Ausnahmen: Eisenegger, Orizet, & Schranz, 2015;Hille & Bakker, 2013;Ju u. a., 2014;Larsson, 2017Larsson, , 2018Lischka & Werning, 2017;Sehl, 2017;Sehl u. a., 2018). Dies gilt insbesondere für die Frage nach dem konkreten Nachrichtenangebot (Welche Inhalte werden via SNS verbreitet?), das bislang nur selektiv und fallstudienbasiert analysiert wurde. ...
Nachrichtenrezeption auf Facebook. Vom beiläufigen Kontakt zur Auseinandersetzung
Book
  • Jan 2019
Anna Sophie Kümpel geht der Frage nach, welche Faktoren die Auseinandersetzung mit Nachrichteninhalten beeinflussen, die während der Facebook-Nutzung beiläufig entdeckt werden (Incidental News Exposure). Hierfür systematisiert die Autorin relevante Rahmenbedingungen sowie Einflussfaktoren und prüft deren Bedeutung mithilfe eines qualitativ-quantitativen Mixed-Methods-Ansatzes. Die Befunde zeigen, dass vor allem bestehende Themeninteressen die Zuwendung zu Nachrichten erklären können. Daneben spielen im Kontext von Facebook jedoch auch soziale Einflüsse sowie die Art des Nachrichtenerfahrens eine Rolle. Der Inhalt • Nachrichtennutzung auf sozialen Netzwerkseiten • Nachrichten auf Facebook: Vom beiläufigen Kontakt zur Auseinandersetzung • Wege zum Klick: Welche Merkmale beeinflussen die Auseinandersetzung mit Nachrichten auf Facebook? Die Zielgruppen • Dozierende und Studierende der Sozialwissenschaften sowie insbesondere der Medien- und Kommunikationswissenschaft • Journalisten und Social-Media-Manager Die Autorin Anna Sophie Kümpel ist wissenschaftliche Mitarbeiterin am Institut für Kommunikationswissenschaft und Medienforschung der Ludwig-Maximilians-Universität München.
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... However, there is certainly ambivalence among journalists about engaging directly with their audience in online debate (Graham, 2013). Research from other countries has found that the level of direct engagement between generalist news journalists and social media users is low and has been decreasing in recent years (Hille and Bakker, 2013;Larsson, 2017). Furthermore, social media comment moderators tend to be 'invisible interlocutors' rather than engaging users in discussion (Martin, in press). ...
Engagement and interaction with online news: a case study of housing affordability discussions on Facebook
Article
  • Jul 2018
Concerns about housing affordability in Australian capital cities have captured the public and political imagination. How, then, do ordinary citizens discuss the causes of and solutions to the increasing unaffordability of housing? This article examines evidence that branded Facebook channels provide a space for citizens to engage in everyday engagement and interaction on housing issues. We argue that studying branded, public Facebook pages, despite data access limitations, is an important way of tapping into broad citizen sentiment and understanding media influence on topical issues. We also find that different ways of framing housing affordability within news reporting are associated with different patterns of citizen engagement and interaction on Facebook. In particular, generational frames (critically linking housing affordability to either older people’s entrenched economic advantage or young people’s inability to save) are associated with high levels of user engagement, but the lowest level of discussion about policy solutions within dominant comment threads.
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... Supposedly more demanding, then, is the possibility for users of both studied services to provide comments to content posted on a Facebook Page or an Instagram account operated by a media organization. Indeed, previous studies have shown that at least for audience interaction on Facebook, comments tend to be few and far between in comparison to 'likes' as described above (Larsson 2016a(Larsson , 2016b. Certainly, such a scarcity of audience interactvity through commenting could have to do with the sometimes rather low levels of online engagement found among journalists (e.g. ...
The News User on Social Media: A comparative study of interacting with media organizations on Facebook and Instagram
Article
Full-text available
Online trends and platforms come and go, and media professionals have historically shown a keen interest in adopting novel modes of content distribution in order to capture the interest of the elusive online audience. The paper at hand provides insights into the employment of online interactivity by news media users in relation to the social media presences of a selection of Norwegian media outlets. Adopting a comparative approach, the study features analysis of data from online mainstay Facebook and from the comparably novel Instagram platform. Among other things, results suggest that the previously noted tendency for audience members to prefer 'lighter' or less demanding modes of interaction with online news content is further strengthened – especially on the latter of the two studied platforms. Given that Instagram tends to attract comparably younger users, implications for the news media industries as well as for future trends regarding audience interaction in relation to news are discussed.
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... Be that as it may, a more benevolent view of these developments would perhaps view the introduction of Facebook Reactions as more than just the cementing of roles in relation to the news product, or indeed more than another way that the service under scrutiny can gather information about its users. Granted, the opportunity to provide some sort of emotional feedback could be seen as a diversification of the types of functionalities that news users appear to be most interested in, as shown by previous work on the platform at hand (Larsson 2016b) as well as on newspaper web sites (Bergström 2008, Larsson 2011. From the point of view of both news users and media professionals, then, the Reactions expansion of the Like functionality could be said to allow for an expansion of the status quo -an amendment that does not really challenge the largely accepted roles of the media professionals and active recipients involved. ...
Diversifying Likes - Relating Reactions to Commenting and Sharing on Newspaper Facebook Pages
Article
Full-text available
  • Jan 2017
News sharing and commenting is arguably one of the most interesting aspects of how news are consumed and interacted with online. Finding answers to questions regarding who engages in these ways, what type of content gets engaged with and why certain items are shared and commented upon but not others are of the utmost importance for those who want to navigate the complex echo system of online news flows. The paper at hand addresses the latter two of the three posed questions – what gets shared or commented, and why – in the context of the social networking site Facebook. Detailing the influences of Reactions, an expansion of the 'Like' button launched during the spring of 2016, the presented analyses find that Reactions such as Love, Haha, Wow, Sad and Angry emerge as somewhat unpopular in relation to the original Like functionality. Moreover, while more positive forms Reactions appear to have a hampering effect on the willingness of news consumers on Facebook to engage by means of sharing and commenting, more negative varieties of Facebook Reactions appear to yield adverse influences.
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Die Rolle der sozialen Medien in ihrer Öffentlichkeitsfunktion für Journalismus von Radio, TV und Presse in der Schweiz - Nutzung, Reichweite und Interaktion
Technical Report
Full-text available
  • May 2019
Der technische Bericht ist eine Bestandsaufnahme und Analyse der Rolle der sozialen Medien in ihrer Öffentlichkeitsfunktion für Journalismus von Radio, TV und Presse in der Schweiz. Die Studie untersucht Nutzung, Reichweite und Interaktion der Social Media Aktivitäten.
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Examining News Engagement on Facebook: Effects of News Content and Social Networks on News Engagement
Article
  • Jul 2020
This study investigates to what extent news content and the mediating effect of social networks influence news engagement on Facebook. The study identifies three key factors of news consumption on social media—news content attributes, social networks, and news engagement—to illustrate how much each variable explains perceived news engagement on Facebook. The relationships among the three factors are estimated with a mediation model. Results suggest that social networks may have a smaller influence in the distribution of news online than currently believed while simultaneously mediating the effect of news content on social media news engagement.
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Primära nyhetspubliker i sociala medier (News audiences in social media)
Chapter
Full-text available
  • Jan 2016
Sammanfattning I takt med att vi blir mer aktiva i olika sociala medier använder såväl nyhetsredak-tioner som journalister sociala medier för att hitta och skapa kontakt med publiken, och för att få publikens hjälp att dela innehållet till en ännu större publik. Det här kapitlet fokuserar på den primära nyhetspubliken i sociala medier, alltså de som följer nyhetsredaktioner och journalister i olika sociala medier. Vad kännetecknar den primära nyhetspubliken? Resultaten visar att tre av tio av de som använder sociala medier också följer en nyhetsredaktion medan var sjätte följer en journalist, men också att publiken inte tycker att möjligheten att följa, kommentera och ställa frågor till journalister i sociala medier är särskilt viktig. Det är framför allt unga, politiskt intresserade och storstadsbor som följer nyhetsredaktioner och/eller journalister. Ur ett redaktionellt perspektiv går det därför att beskriva den primära nyhetspubliken som såväl " oengagerad " som " med utvecklingspotential ". D igitalisering och en ökande användning av smartphones har lett till att vi idag inte bara konsumerar nyheter i dagstidningar, på tv och i radio utan också på nyhetssajter av olika slag, i appar och via delningar i sociala medier. Vi börjar ana konturerna av ett medielandskap i vilket begrepp som primära och sekundära publiker och social distribution är centrala. Sociala medier har fått en allt större betydelse för människors nyhetskonsumtion, men forskningen vet ännu jämförelsevis lite om nyhetspubliken i sociala medier och nyhetspublikens uppfattningar om sociala medier som en kanal där man tar del av nyheter. Ett undantag är de nationella SOM-undersökningarna som visar att omkring en tredjedel av internetanvändarna tar del av nyheter via sociala medier varje vecka, vilket gör sociala medier till en av de mest betydelsefulla kanalerna för nyhetskonsumtion på nätet (Ohlsson, 2015). Vidare har sociala medier visat sig ha ökande betydelse för att människor ska få kännedom om nyheter av olika slag, alltså att vi uppmärksammas på vad som har hänt när vi scrollar i våra sociala medier-flöden (Bergström och Wadbring, 2011, Domingo m fl, 2015). Till exempel visar en mätning som Sveriges Television (SVT) lät genomföra efter terrorattackerna i Paris i november 2015 respektive i Bryssel i mars 2016 att omkring var tionde nåddes av nyheten om Parisattentaten i sociala medier, jämfört med drygt fem procent vid Brysselattentaten. 1 Parisattentaten inträffade en fredagskväll när många var lediga, och det är troligen förklaringen
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@Sweden: Curating a Nation on Twitter
Article
Full-text available
  • Jan 2013
On December 10, 2011, the first tweet was sent out from the @Sweden Twitter account, a nation-branding project financed by the Swedish government through the Swedish Institute and VisitSweden. Trumpeted by the media both in Sweden and internationally as an exercise in “transparent” and “democratic” nation-branding via the use of Twitter, the @Sweden account is “given” to a new Swede every week, and, supposedly, these curators are given free rein to tweet what they like, when they like. The use of a popular communication channel by the Swedish government—in this case, Twitter—provides an illuminating example of the carefully planned and managed promotion and nation-branding of Sweden, presented under the guise of a “transparent” and “democratic” selection and editorial processes. The @Sweden project will be addressed in light of “liberation technology” (Diamond, 201011. Diamond , L. 2010. Liberation technology. Journal of Democracy, 21(3): 69–83. [CrossRef], [Web of Science ®]View all references) and “technology discourse” (Fisher, 201012. Fisher , E. 2010. Contemporary technology discourse and the legitimation of capitalism. European Journal of Social Theory, 13: 229–252. [CrossRef], [Web of Science ®]View all references) perspectives, within which a correlation between access to, and use of, technology and proactive change is postulated. These theoretical perspectives are particularly valuable when heeding Kaneva's (201119. Kaneva , N. 2011. Nation branding: Toward an agenda for critical research. International Journal of Communication, 5: 117–141. [Web of Science ®]View all references) call for a more critical, communications-based understanding of nation-branding.
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Digitizing the News: Innovation in Online Newspapers
Book
  • Mar 2004
In this study of how daily newspapers in America have developed electronic publishing ventures, Pablo Boczkowski shows that new media emerge not just in a burst of revolutionary technological change but by merging the structures and practices of existing media with newly available technical capabilities. His multi-disciplinary perspectives of science and technology, communication, and organization studies allow him to address the connections between technical, editorial, and work facets of new media. This approach yields analytical insights into the material culture of online newsrooms, the production processes of new media products, and the relationships between offline and online dynamics. Boczkowski traces daily newspapers' early consumer-oriented non-print publishing initiatives, from the now-forgotten videotex efforts of the 1980s to the rise of the World Wide Web in the mid- 1990s. He then examines the formative years of news on the Web during the second half of the 1990s, when the content of online newspapers varied from simple reproduction of the print edition to new material with interactive and multimedia features. With this picture of the recent history of non-print publishing as background, Boczkowski provides ethnographic, fly-on-the-wall accounts of three innovations in content creation: the Technology section of the New York Times on the Web, which was initially intended as the newspaper's space for experimentation with online news; the Virtual Voyager project of the HoustonChronicle.com, in which reporters pushed the envelope of multimedia journalism; and the Community Connection initiative of New Jersey Online, in which users became content producers. His analyses of these ventures reveal how innovation in online newspapers became an ongoing process in which different combinations of initial conditions and local contingencies led publishers along divergent paths of content creation.
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Newspaper Online Editors Support Traditional Standards
Article
  • Sep 2001
Online editors agree that standards should be the same whether publishing online or in print. However, many say that online standards are affected negatively by the speed of publishing and the lack of an adequate number of online staff.
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Do People "Like" Politicians on Facebook? Not Really. Large-Scale Direct Candidate-to-Voter Online Communication as an Outlier Phenomenon
Article
  • Jan 2013
The online popularity of a few exceptional candidates has led many to suggest that social media have given politicians powerful new ways of communicating directly with voters. Examining whether this is happening on a significant scale, we find that, based on analysis of 224 major party candidates running in competitive districts for the U.S. House of Representatives during the 2010 congressional elections, most politicians online are, in fact, largely ignored by the electorate. Citizens' attention to candidates online approximates power-law distributions, with a few drawing many followers and most languishing in obscurity. Because large-scale direct online communication between politicians and ordinary people via these platforms is a rare, outlier phenomenon-even in the case of high-stakes, well-resourced campaigns-we suggest that the most relevant political implications of social media take the form of (a) new forums for indirect communication about politics and (b) institutional changes in political communication processes.
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Interactivity as a Metaphor of Online News
Article
  • Dec 2010
Have users challenged the power of incumbent media through interactivity, and, if so, to what extent and to what end? The front pages and their linked features of online newspapers in Bulgaria, Estonia, Ireland and Italy are examined as instances of interactivity in practice. A methodological path to analyse interactivity practices in online newspapers is proposed. The structures and the more frequent models of interactivity applied; the types of forums; the communicative flux between readers and editorial staffs; modalities of self-presentation, both of readers and journalists; and the rituality of their relations in forums are set out and analysed from a number of perspectives. The study demonstrates that online newspapers in the first stage of internet diffusion remain in a stage of pre-interactivity.
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Tabloidization' of News: A Comparative Analysis of Anglo-American and German Press Journalism
Article
  • Sep 1999
'Tabloidization' is a new, frequently used term equally employed by journalists, media critics and academics to characterize a recent, dubious trend in the mass media. This article sets out to define this diffuse, multidimensional concept and discusses its usefulness for communication research. It emerges that 'tabloidization' can only be analysed adequately with a long-term cross-national design that focuses on quality news media and employs a wide range of empirical measures. This approach is taken here by comparing the press of Britain, Germany and the US, whereas the focus remains on the first two countries. A three-seep empirical analysis based on a definition developed before - demonstrates that journalistic values, media cultures as well as economic and legal conditions are responsible for the degree of 'tabloidization' in a given country.
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Beneficial yet crappy: Journalists and audiences on obstacles and opportunities in reader comments
Article
  • Apr 2014
Reader comments have been a growing part of user-generated content on news sites for some 10 years now. Although activity is still relatively low, interest among the public is generally high; however, journalists still show a general resistance to audience participation. The aim of our study is to examine attitudes to reader comments from two different perspectives: the public’s and the journalists’. The findings derive from one Swedish survey from each group, both of which had a response rate of about 60%. The main result shows that a large proportion of the public does not have any opinion on reader comments, but when they do, support is widespread. Furthermore, journalists have stronger opinions and are rather critical towards reader comments.
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