Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/de-gruyter/is-news-engagement-worthwhile-studying-young-audiences-engagement-with-vl7BplWe2m
- Publisher
- de Gruyter
- Copyright
- © 2022 Marju Himma-Kadakas et al., published by Sciendo
- ISSN
- 2001-5119
- eISSN
- 2001-5119
- DOI
- 10.2478/nor-2022-0010
- Publisher site
- See Article on Publisher Site
Abstract
AbstractWhile traditional media often fails to engage young audiences with news, YouTubers’ content gains popularity and attracts attention with specific stylistic practices. Based on dimensions of audience engagement and a worthwhileness approach, this article examines how young audiences engage with YouTubers’ formats and genres used in news media products. Findings of five focus group interviews with Estonian teenagers show that while specific dimensions of engagement may increase due to a more relatable format, interest in traditional news content remains limited regardless of repackaging to a YouTube-intrinsic production. This article contributes to audience studies by demonstrating to news organisations that trying to engage younger audiences through mere formatting while forgetting content might not be worthwhile. However, making news more entertaining and adopting the youth's interpretation of what news is could prime young audiences to consume news through social media.
Journal
Nordicom Review – de Gruyter
Published: Jun 1, 2022
Keywords: news engagement; worthwhileness; YouTube formats; news production; young audience engagement