Australian journalist-blogs: A shift in audience relationships or mere window dressing?

Abstract

Previous research has been critical of mainstream media’s attempts at blogging, with studies finding that journalists are maintaining their traditional gatekeeper function and failing to engage with readers. This study examines the work of 13 journalists who have political blogs on Australian mainstream newspaper websites, with data gathered from a content analysis of comment-threads as well as interviews. Surprisingly, the results show that most of these journalists are engaging with readers, and some have been doing so since July 2006. They regard such participation as an essential part of their blogging practice, and see their role as not only moderators but also facilitators of discussion. These results contrast with overseas studies which show there is a ‘minimalist’ view of participation that dominates in journalistic organisations in the United Kingdom, the United States and Europe.