Hidden in plain sight- Audience engagement in China’s data journalism

Abstract

This article delves into the strategies of different Chinese news organizations’ (e.g., state-owned media, we-media, private news organizations) engagement with audiences in data journalism, aiming to attain dual legitimacy (identity legitimacy and institutional legitimacy) within the unique landscape of the digital media era in China. Utilizing the lens of organizational legitimacy, qualitative interviews were conducted with 26 Chinese data news practitioners. The findings reveal that news entities have adopted “restrictive involvement” and “substitutive involvement” strategies to limit audience engagement to superficial interactions within the consumption process of data journalism. Identity legitimacy has traditionally served as the primary incentive for news organizations to engage audiences, while institutional legitimacy has constrained the forms and degrees of audience engagement. The study posits that audience deployment by news organizations is more of a rhetorical maneuver than a practical engagement, symbolically involving audiences in China’s data news production. This research contributes an institutional perspective to the understanding of data journalism and audience engagement dynamics, shedding light on the intricate interactions between news entities, audiences, technology and the state within China’s context.