Blinka lilla redaktionsskärm där, hur journalisten undrar var läsaren är : en intervjustudie om hur läsardata påverkar svensk nyhetsjournalistik

Sammanfattning: The aim of this thesis is to investigate the effects of reader analytics on the individual journalist as well as the journalistic profession. For this goal the research question: How does access to reader analytics affect Swedish journalism? is asked, which will be answered through the following sub-questions: (F1) How does reader analytics affect journalistic norms?, and (F2) Does reader analytics affect journalistic decisions as well as the the daily work on Swedish dailys? The inquiry is situated within a growing body of literature on the subject of the use of reader, and user analytics within news, and media industries. Lee et al. (2014), Welbers et al (2014), and Lamot and van Aelst (2020) function as the three main works which we built upon. By the utilization of semi-structured interviews conducted with three employees (one in a managerial or editorial position, one onlineeditor, and one reporter) on the daily newspapers Aftonbladet, Trelleborgs Allehanda, and Värnamo nyheter, and a theoretical framework based on gatekeeping, professional norms and ideals, and commercialisation we found that reader analytics have caused a split between traditional values and ways of working with new ones ushered by the new technologies. This, we argue, is causing a discrepancy between old and new, between what one has been taught is the right way and what todays’ reality demands of the journalist.