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De sociale mediers rolle i danskernes nyhedsbrug – sammenlignet med 7 andre lande

De sociale mediers rolle i danskernes nyhedsbrug – sammenlignet med 7 andre lande. Center for Magt, Medier og Kommunikation Roskilde Universitet Kim Schrøder og Rasmus Kleis Nielsen. Hvordan bruger borgerne nyhedsmedierne?.

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De sociale mediers rolle i danskernes nyhedsbrug – sammenlignet med 7 andre lande

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  1. De sociale mediers rolle i danskernes nyhedsbrug – sammenlignet med 7 andre lande Center for Magt, Medier og Kommunikation Roskilde Universitet Kim Schrøder og Rasmus Kleis Nielsen

  2. Hvordan bruger borgerne nyhedsmedierne? • Fokus: Hvordan navigerer danskerne i dagens tværmediale nyhedslandskab? • Hvilke nyhedsmedier bruger de? Og til hvad? • Danskerne ”shopper i nyhedssupermarkedet”… • Hvilke konsekvenser har det for mediernes rolle som demokratisk ressource? • Online survey-undersøgelser november 2008, 2011 og 2012 • i samarbejde med Politikens Analyseafdeling (2008, 2011) • 1023 respondenter, 20 nyhedsmedier og –formater • Kvalitativ undersøgelse 2009: • Er der mønstre i, hvordan danskerne kombinerer nyhedsmedierne? • Tværnational undersøgelse 2013: • Reuters Institute Digital News Report 2013 • Formål: • At tilvejebringe et fakta-grundlag for at kunne diskutere, hvordan borgerne bruger nyhedsmedierne

  3. Borgernes nyhedsbrug: teoretisk optik– afhænger af ”oplevet worthwhileness” ift. nyhedsmedierne Et nyhedsmedie: • skal være tiden værd • Indholdet skal vedligeholde båndene til fællesskaber: • demokratisk worthwhileness: politisk, borgerrollen • hverdagslivets worthwhileness: nære fællesskaber, netværk • er underlagt normative pres (til- og fravalg) • har deltagerpotentiale: læserbreve, tip en ven, UGC • skal være prisen værd • kan have teknologisk appel(smart-nyheder, tekst-TV/fjernbetjeningen) • skal passe til situationen (pendlere i tog/bil) ”Worthwhileness-ligningen”: Alle faktorer indgår i den enkeltes valg af nyhedsmedier

  4. Danskernes brug af nyhedsmedier (seneste uge)Hele befolkningen - 2012

  5. Brug af ‘gamle’ og ‘nye’ nyhedsmedier (seneste uge) 2012Opdelt efter alder

  6. Udviklingen i brug af nyhedsmedier 1 (seneste uge)2008-2012, Hele befolkningen

  7. Udviklingen i brug af nyhedsmedier 2 (seneste uge)2008-2012,Hele befolkningen

  8. Udviklingen i brug af nyhedsmedier (seneste uge)2011-2012,Opdelt efter alder

  9. Mest uundværlige nyhedsmedie2008-2012, hele befolkningen

  10. Danskernes vigtigste overbliksmedier 2008-2012

  11. Danskernes vigtigste baggrundsmedier, 2008-2012

  12. Tv-nyhedssening på…

  13. Danskernes interaktive deltagelse i nyhedskommunikation, 2011-2012

  14. Undersøgelsens hovedresultater • Siden 2008: gennembrud som nyhedsmedier for mobilmedier (Smartphones) og sociale medier (Facebook) – har for nogle overtaget overbliksfunktionen fra Nyheder på computer og Tekst-tv. • Dramatisk fald i brugen af landsdækkende morgenaviser på papir. Også funktionerne som indsigt og baggrund. • TV-nyheder er stadig det helt centrale nyhedsmediei Danmark, på tværs af overblik/baggrund og på tværs af aldersgrupper. • ”Mest uundværligt” 2012: 30% (2011: 39%)

  15. Almindeligt at se TV-nyheder på sin computer: • 63% gør det en gang imellem, 29% gør det daglig eller flere gange om ugen. • 43% benytter sig af nyhedsmediernes interaktive muligheder (stigning fra 24% i 2008) • Nyheder på computer og mobil • Computer er det næstmest uundværlige nyhedsmedie, især i de yngre aldersgrupper • Computer + mobil (29%) overgår TV-nyheder (28%) som vigtigste overbliksmedie • Danskerne orienterer sig også mod internationale nyhedsmedier på nettet (online: 24%; TV: 12%) • Sociale medier er for ca. 1/3 en naturlig, integreret del af de informative ressourcer, de har brug for i hverdagen: • ”Facebook er blevet til en central offentlighedsportal (…) den første daglige indgang, ikke bare til venners gøren og laden, men også til nyhedshistorier, billeder og i det hele taget alt mulig relevant, herunder også politisk relevant information” (Linaa Jensen, 2013:195)

  16. De sociale mediers rolle i danskernes nyhedsbrug– sammenlignet med 7 andre lande Rasmus Kleis Nielsen (Roskilde University and University of Oxford) Kim Christian Schrøder (Roskilde University)

  17. Exploring news in a (more) participatory media environment • Widespreaduse of social media changeshownews is produced, shared, and discussed • RQs: • How importantare social media as sources of news? • How are social media used to find news? • To whatextentare social media used for participatorynewsuse? • Whatare the differences betweencomparablecountries?

  18. Data: 2013 Reuters Institute Digital News Report • 2013 Reuters Report: • 8 countries (Table 1) • Different media systems • Polarized pluralist (Mediterranean) • Democraticcorporatist (North/Central Europe) • Liberal (North Atlantic) • All (relatively) high levels of internet use • How are patterns of newsconsumptionmoulded by differentpolitical, social and cultural traditions? • Limitations: • Online universe and panel-based • Reporteduse versus actualuse • Focus on relative importance of social media, against • TV news: still dominant (Papathanassopoulos et al.2013) • Online legacynews media (overall prominent)

  19. Findings I: Total sampleSocial media as a (important) source of news(Table 2) • Sizeableminorityuse social media for news (all countries) • TV, legacy online media, and print news: all more frequent as sources • Continued centrality of TV news: ‘most important’ source • Legacy media online news: clear 2nd place • Print news: 3rd place in all countries (2nd in Japan) • General picture: The minoritywhouse social media for newsascribelowimportance to it.

  20. FindingsII. Age 18-24Social media as a (important) source of news(Table3) • Caveat: sample size • Use as news media (source): • social media in 3rd place, after TV and online legacy media • Only in two countries (DK and US) do social media overtake print significantly in terms of use • Importance as news media: • 18-24 oldsdo not generally regard social media as a more important source of news than the population at large (except France, UK) Conclusion: Social media still play modest role as a source of news, both in terms of frequency and importance, also for ”digital natives”

  21. FindingsIII.Social media as a gateway to news(Table 4) • News organizations distribute news on social media to drive traffic and engage with audiences • We compare users’ reliance on social media, branded news sites, and search engines • Caveat: ‘source’ versus ‘finding’ open to interpretation • Findings: • A sizeableminorityuse social media as a gateway to news • More users name search engines as gateway (except for Spain) • Brandednews sites mentioned more often (DK, D, J, UK) • Brandednews sites level with social media (F, I, SP, USA) • 18-24: • Social media more frequent gateway than for population at large • Search engines less frequent than for population at large • Branded news website retain their position

  22. FindingsIV.Social media as participation in the newsprocess(Table 5) • Web 1.0 and 2.0 tools have increased the number of people who engage with the news in all countries. But: • It is a minority that use social media for participation (esp. I, S, US) • Many more engage in news by sharing in offline conversations than in any other kind of participatory news use • Web 1.0 versus web 2.0: • Web 1.0 forms of engagement (email, comments) and web 2.0 (sharing and commenting via SNS sites) are generally equally common • 18-24: • Differverylittle from the general population • Only in the UK and the US do significantly more engage in online forms of participatory news use

  23. Conclusions • Ourstudy: a comparative snapshot of a fast-changingnews media environment • Though widely used for other purposes, social media still play a limited role as sources of news (esp. in terms of importance) • In some countries, social media play a larger role as gateway to news • Only a minority use social media to engage in participatory forms of news use • Country differences in social media for news: • D, J: low level of online engagement with news • DK, F, UK: moderate level of online engagement with news • I, S, US: higher level of engagement with news • Need for longitudinal data • Need to theorize the relation to political systems, media systems, and historicalculturalfabrics

  24. Thankyou!

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