The paper is aimed at understanding the changing dynamics of the newsrooms with the availability of the real-time data of the audiences’ choices and preferences. It also explores how audiences are increasingly becoming an important stakeholder in the process of news selection. It also analyses the transformation of the ‘passive’ audience of the news media to the ‘active’ audiences who actively engage with the news content through the options provided by social networking sites such as share, comment, like, retweet or post. This new intervention and active engagement by the audience has an impact on the editorial autonomy in the newsroom. These changes will also impact the gatekeeping idea of journalism with the editor and senior editors had full autonomy of choosing the content and may also affect the social responsibility of the media in a democracy. The paper tries to analyse the changing structure of the Indian newsrooms and how it impacts the media at a macro level.
From Passive to Active: The Role of Social Media Metrics in Transforming Audience Engagement Vis-à-vis Newsrooms
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88 Downloads
Published 2021-12-30
Pages 34-41
Abstract
Keywords
Social Media Metrics
Audience Engagement
Gatekeeping theory
Active Audience
References
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