Despite several studies showing discrepancies between audience expectations of journalism and journalists’ professional norms, what remains largely unknown is the audience view on the adherence of journalism to these seemingly essential professional norms. Recent research mainly focused on analysing audience expectations within the context of specific cases. Moreover, these studies rarely take into consideration characteristics that might shape people’s views on journalism such as political ideology. This article seeks to complement these studies by exploring the impact that a user’s news consumption might have on their expectations of journalism. Utilizing data from an online survey among a representative sample of the Flemish audience, we analyse views on adherence to the main professional norms by the Flemish media, and subsequently relate these to news consumption. To grasp the cross- and multi-medial news consumer, we use a news repertoire approach. Flemish news repertoires differ significantly in views on several professional journalistic norms. By linking these distinct news repertoires to their views on professional norms of journalism, we first question how essential these professional norms put forward by journalists really are. Secondly, we discuss if expectations of journalism result in divergent news consumption strategies or vice versa, laying the groundwork for further exploring audience views on professional journalistic norms.
Although the ‘audience turn’ ( Costera Meijer, 2020 ) in journalism has been extensively discussed in studies, and journalists acknowledge the need to improve their relationship with their audience ( Nelson and Lewis 2022 ), the audience’s perspective on journalistic roles remains underexplored ( Riedl and Eberl, 2020 ). Generally, the examination of journalistic roles has been from a production perspective ( Hanusch 2019 ). We aim to address this ‘gap’ by examining journalism as a discursive institution ( Zelizer 1993 ), and focusing on audience-oriented roles, defined in the Worlds of Journalism-study as accommodative roles ( Hanitzsch et al. 2019 ). We surveyed a representative sample (N = 1577) of Flemish respondents about their news use, news attitudes, and their views on audience-oriented journalistic roles. Regression models were used to predict differences in how different subsets of news users view the importance of these journalistic roles. Our findings reveal that subsets of users have diverse expectations of what journalists should do, for instance, younger audiences expect journalists to act less as explainers than older audiences. Incorporating the audience’s views in the discussion of journalistic roles could be a useful approach to strengthen the audience-journalism relationship.
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