This master thesis discovers various aspects of social media implementation in journalism. Our case study was Infodrom, the only Slovene television news for children and youth. During the research, we used qualitative research methods such as participant observation and in-depth interviews, conducted with the creators of Infodrom. We wanted to see, how social media implementation reflects in journalistic work routines and what journalists think about it. We were interested in discovering what social media represented in the relationship between journalists and their audience. We specifically focused on discovering Snapchat, a popular social media among young people. The results show that due to its poor user experience Snapchat is not a popular social media among journalists. However, it remains social media No. 1 among Infodrom's target audience (children aged between 9 and 14). Journalists use social media for different reasons. Most commonly for investigation, publishing and interaction with the audience and their participation. We established that journalists accept social media mostly with a positive attitude, even though they occasionally represent additional unpaid workload. The fact that social media have made it easier for them to interact with their audience is their biggest esteem. Children's interests, opinions and topics relevant to them can now be found easier and quicker. Nowadays, the relationships between a medium and an audience have become less one-way as in the past, while the audience is becoming less and less passive, thanks to the user-generated content.
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