This paper deals with the local journalistic use of Instagram. In times of declining print circulation and advertising revenues, local journalism is in deep crisis across countries. Yet, local journalism plays a relevant role in the fight against fake news and white-collar crime and has a relevant function in Western democracies that needs to be preserved.
A major problem local news has to deal with is the fact that it no longer reaches young people. On the one hand, people under 29 hardly use local journalistic offers and on the other hand, they hardly read print products. For years, local newspapers have relied on the distribution of news content on Facebook. However, young people are less and less active on Facebook. The platform of the younger generation is currently Instagram. Social media, which is geared towards visual and audiovisual content, can offer local news an opportunity to distribute editorially produced content to a younger target group. This white paper outlines why the existence and future of local media outlets are relevant, why Instagram could play a relevant role in this and how Instagram
has been used in local journalism so far. Furthermore, arguments for and against an intensive focus of local journalism on Instagram are presented, and possible future scenarios are
Inhaltsverzeichnis (Table of Contents)
- Introduction
- The issues at stake
- Local journalism in crisis
- Local journalism in the times of digitalization and social media
- Instagram: The social media network of the young generation
- Existing positions
- Local Journalism on Instagram: Deal with the trend
- Conclusion: Instagram - A welcome opportunity for local media?
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This white paper explores the challenges faced by local journalism in the digital age and examines the potential of Instagram as a platform to reach younger audiences. It aims to provide insights into the current state of local journalism, the role of social media in this context, and the specific opportunities and challenges posed by Instagram.
- The decline of local journalism and its impact on democratic societies
- The challenges of engaging younger audiences and adapting to digital trends
- The potential of Instagram to reach a younger audience and revitalize local journalism
- The use of Instagram in local journalism and its implications for content creation and distribution
- The challenges and opportunities of using Instagram for local media
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the vital role of local journalism in democratic societies and highlights the current challenges it faces due to declining print readership, advertising revenues, and the rise of digital media. It emphasizes the importance of local journalism in combating fake news and ensuring informed public participation.
- The issues at stake: This chapter delves deeper into the crisis facing local journalism, outlining the decline in print circulation, advertising revenue, and the difficulty of engaging younger audiences. It highlights the shift towards digital media and the need for local news organizations to adapt to the changing landscape.
- Local journalism in crisis: This section further explores the reasons behind the decline of local journalism, including the rise of fake news, declining readership, and the impact of the digital revolution. It provides examples of local newspapers shutting down and the consequences for communities.
- Local journalism in the times of digitalization and social media: This section focuses on the changing media landscape and the rise of social media platforms, particularly Facebook, as a source of news for younger audiences. It also discusses the challenges local news organizations face in attracting young people online.
- Instagram: The social media network of the young generation: This section introduces Instagram as a key platform for reaching younger audiences and explores its potential for local journalism. It highlights the visual nature of Instagram and its effectiveness in engaging younger users.
- Existing positions: This chapter examines the existing challenges faced by local news organizations in adopting Instagram, including high workloads, limited staff, and lack of monetization options. It also explores the potential benefits for young audiences who might benefit from local Instagram content.
- Local Journalism on Instagram: Deal with the trend: This chapter focuses on strategies for local journalism to leverage Instagram effectively. It emphasizes the need for adaptation to target audiences, transmediality, and the use of various Instagram tools such as stories, videos, infographics, and live broadcasts.
Schlüsselwörter (Keywords)
The primary focus of this white paper is local journalism, its challenges in the digital age, and the potential of Instagram as a platform for reaching younger audiences. Key terms and concepts include: local journalism, digitalization, social media, Instagram, younger audiences, transmediality, content creation, distribution, and engagement.
- Quote paper
- Markus Maisel (Author), 2022, Local Journalism on Instagram. A guide for local media workers, Munich, GRIN Verlag, https://www.grin.com/document/1177093
