Mass Media Logic and Social Media Logic in News on Facebook

Sammanfattning: The aim of this study is to explore how three Swedish media outlets adhere to mass media logic and social media logic in articles on their websites and the corresponding Facebook posts on their Facebook pages. The media outlets are SVT (Sveriges Television), Dagens Nyheter and Expressen. They represent a public service broadcaster, a daily newspaper and a tabloid in a Swedish context. The samples of the study consists of the headlines and leads of the articles and the text in the corresponding Facebook posts. The articles and the corresponding Facebook posts cover the news event of the Russian invasion of Ukraine on the 24th of February 2022. The samples are analysed with the method of critical discourse analysis and the theoretical frameworks of mass media logic and social media logic. The main findings of this study are that the samples adhered to the mass media logic elements of coverage of events, staging experts and media personalities; and the social media logic elements relating to connectivity. The further implications of this study may be that media as an institution is impacted by social media platforms, such as Facebook, and that news distributed on Facebook is adapted to the platform. The findings of this study are an example of how media outlets in Sweden adhere to mass media logic and social media logic, when covering a news event in articles on their websites which they share on their Facebook pages.