News and social networks: audience behavior

Abstract

Based on a quantitative approach, this paper presents some of the preliminary results of a research project focused on the analysis of the motivations that encourage citizens to actively participate in online news media, using the mechanisms provided by their websites, and through open social network platforms. The findings show that, although there is a widespread discourse of distrust in connection to journalists and the traditional media institutions, as well as general criticism of the actual practices of journalists, the common understanding of the participatory dimension of the media does not entail discourses of change or modification of the existing hegemony. Instead of turning to alternative sources, such as citizen journalism or non-traditional media, or taking the lead by creating their own content, citizens prefer to continue to respect journalism as a profession and the traditional media institutions as the main producers of news as well as the most trusted sources of information. Furthermore, although in previous studies audience participation 'in' the media has been highlighted, the findings of this research show that the practice of user recommendation or dissemination of media content through social networks has been adopted by a large number of citizens.