Catch, Engage, Retain: Audience-Oriented Journalistic Role Performance in Canada

To understand audience-oriented journalistic role performance, one must understand how journalists conceptualize and cater to their audience. Giving the audience what it wants is a complex endeavor, with varying goals and hybridized end results, in newsrooms with fewer resources serving increasingly polarized audiences. Through a triangulation of data—content analysis at the subdimension level to examine the range and hybridity of audience-oriented journalistic product presenting the civic, service and infotainment roles; a survey to identify journalists’ attitudes toward the use of audience data and social media in their work; and interviews with journalists that revealed how their journalistic practice and audience perceptions were impacted by quantitative (metrics and analytics) and qualitative data (comments/social media interactions)—this research fills a gap in understanding about the connection between journalists, their audiences, and audience data when it comes to journalistic role performance. Findings show that in Canada the infotainment role is a significant part of reporting, but entertaining often comes with a goal of educating, as does service journalism. There are no “bad” journalistic roles, but there are a lot of journalists trying to figure out which ones might best catch, engage, and retain an ever-shrinking news audience.