Formate für Digital Natives: Innovatives Entwickeln, Umsetzen und Managen

Abstract

To survive in the cross-media content market a constant supply of innovative and high-quality formats is necessary (Deuerling 2016a: 248)-this is especially true for formats with a young target group, as adolescents and young adults are increasingly hard to reach by traditional media providers. A demographic break (Kramp 2018: 162) is running through society regarding information and communication behavior, with which the entire format operation from content to managementstarting from a recursivity of the level-should be concerned. This research takes this as its goal and, based on empirical research, provides a practical approach to how media companies can innovatively develop and thematically realize journalistic online-only formats for the young target group and implement these in their organizational structures.Based on current studies, a picture of the target group is outlined first: This is characterized primarily by heterogeneity, but common to all is the permanently networked, erratic and habitual online media use. Digital Natives want transparent and high-quality information-content that offers innovative elements and topics that correspond to their reality. By dividing the research project into three core areas, namely development, content and management, the transdisciplinary problem orientation (Altmeppen/Karmasin 2003: 4), which is highly demanded in communication science, is met. Methodologically, the present research draws on a case study of the public web video formats STRG_F as well as Y-KOLLEKTIV and triangulates seven semi-structured qualitative interviews with a quantitative topic analysis of 280 videos and a qualitative content analysis of eight videos. With this multi-perspective approach, questions can be answered for the individual areas. Due to the online distribution channel, the organization of the young format business involves many agents, who should be managed flexibly and with personal responsibility. In doing so, it should be ensured that the positions in XIII