Utilization of audience data in journalism

Data generated from audience online news consumption is nowadays utilized in newsrooms to support headline creation and story ideation, but this often remains hidden from the audience. In this dissertation project, I specifically examine the audience’s views on the datafication of journalism: how the audience evaluates journalistic audience data practices and their impact on journalistic content. The dissertation particularly examines the phenomenon through the concept of legitimacy: how acceptable the audience finds these practices, whether they consider them justified, or whether they seek to resist the datafied forms of journalism.

The dissertation examines, through textual material, how news organizations communicate and justify, or legitimize, their audience data practices. Audience views on the datafication of journalism have been collected through group interviews, instant messaging group chats, and individual follow-up interviews.

Based on audience research, the dissertation investigates how the audience perceives datafied journalism, for example, whether the audience views the data collection by news organizations positively or seeks to resist the datafied forms of journalism, such as personalization algorithms. Additionally, the dissertation examines how the audience understands the role of audience data in journalism: why data is collected and how these practices affect journalism. Finally, the dissertation addresses the topic through the theme of transparency, i.e., how understanding or lack of knowledge about journalistic audience data practices affects their relationship with journalism, such as their consumption habits and willingness to pay.

The dissertation provides qualitative insights into the audience, their media consumption, and perceptions of journalism. The research results enhance the understanding of both the field of journalism studies and the media industry regarding the audience’s attitudes towards the datafication of journalism.

Since March 2024, the project has been advanced with the support of the Media Industry Research Foundation. Previously (1/2023–2/2024), the project was developed within the research project “Data-Shaped Journalism” funded by the Helsingin Sanomat Foundation.

Media Industry Research Foundation of Finland, Helsingin Sanomat Foundation, C.V. Åkerlund Media Foundation