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
Table of Contents
1. Introduction
2. The issues at stake
2.1 Local journalism in crisis
2.1.1 The relevance of local news
2.2 Local journalism in the times of digitalization and social media
2.2.1 Social Media: When the consumer becomes an interactive user
2.2.2 Local journalism on Facebook: The key “driver of traffic
2.2.3 How local news struggle to attract young people digitally
2.3 Instagram: The social media network of the young generation
2.3.1 The most important effects of Instagram use on local journalism
2.3.1.1 Change in communication
2.3.1.2 Content alignment
2.3.1.3 Lack of personal resources
2.3.1.4 The aim of Instagram use
3 Existing positions
3.1 High workload - few staff
3.2 Lack of monetisation options
3.3 Dependence on algorithms
3.4 Reaching a young target group
3.5 How young people benefit from Local Instagram Lournalism
4 Local Journalism on Intagram: Deal with the trend
4.1 Adaptation to the target group is necessary
4.2 Transmediality is the key word
4.2.1 Transmediality and Crossmediality in local journalistic practice
4.3 How local newspapers can use different Instagram tools
4.3.1 News Summaries through Instagram Stories
4.3.2 Videos using Instagram's "Instagram Video
4.3.3 The simple picture post
4.3.4 Infographics
4.3.5 Live broadcast via Instagram Live
5. Conclusion: Instagram - A welcome opportunity for local media?
6. References
Objectives & Core Themes
This document explores the challenges faced by local journalism in the digital age, specifically focusing on the declining relevance of traditional print media and the failure of local news outlets to reach younger generations. The primary research objective is to examine how local media can leverage Instagram as a strategic tool for distributing editorial content and engaging with younger target groups, despite limitations such as high workloads and the lack of immediate monetization models.
- The crisis of local journalism and its declining role in society.
- Strategies for adapting news content to the preferences of a younger audience.
- The role of Instagram as a platform for visual storytelling and community engagement.
- Challenges related to algorithmic dependence and limited editorial resources.
- Implementation of transmedial approaches, including Stories, videos, and infographics.
Excerpt from the Book
4.2.1 Transmediality and Crossmediality in local journalistic practice
When working transmedially in local journalism, this means that content should be generated on Instagram that is different from print content and website content. In transmedia formats, several stories can be compiled about one and the same event, which are always connected, but can be consumed individually by users of the different channels used (cf. Casero-Ripollés et al., 2020, p. 73).
Transmedia work in a regional or local newspaper could therefore look like this: A sporting competition takes place in the circulation area. Reporters from the respective newspaper are on site to write a balanced, informative text about the event for the next day's edition. In addition to a camera and recording device, however, the reporter is also equipped with another important tool: With the smartphone, the reporter can publish audio-visual short videos of the competition in real time via the Instagram story function through the newspaper's account. Furthermore, he can additionally conduct interviews with athletes, which are only reserved for Instagram followers. The content, which is produced exclusively for Instagram but deals with the same set of topics, thus exists in parallel with the text published in the print newspaper.
Instagram can be used not only as a transmedial but also as a crossmedia tool, which means that the thematically same content is published across several platforms (cf. Moloney, 2014). For example, a text that appears in the local daily newspaper and could thematically appeal to the young target group can be published on Instagram in a variety of ways.
Summary of Chapters
1. Introduction: Outlines the vital role of local journalism in democracy and the structural crisis it faces due to digital transformation and shifting advertising revenues.
2. The issues at stake: Discusses the decline of traditional news outlets and the struggle to attract younger audiences, while analyzing why Instagram has become the primary platform for this generation.
3 Existing positions: Analyzes the practical pros and cons of local media using Instagram, specifically addressing the strain on staff resources, lack of revenue, and algorithmic dependency.
4 Local Journalism on Intagram: Deal with the trend: Examines strategies for integrating Instagram, focusing on transmedia storytelling and specific tools like Stories, videos, and infographics to reach new audiences.
5. Conclusion: Instagram - A welcome opportunity for local media?: Summarizes that while Instagram offers no immediate financial return, it is crucial for brand survival and engaging younger users in the long term.
6. References: Provides a comprehensive list of academic sources and industry reports used in the analysis.
Keywords
Local Journalism, Instagram, Digital Transformation, Young Target Group, Transmedia Storytelling, Social Media Strategy, Media Crisis, Editorial Workflows, Content Alignment, Audience Engagement, Monetization, Digital News, Smartphone Usage, News Summaries, Infographics
Frequently Asked Questions
What is the core focus of this white paper?
This white paper examines the current crisis in local journalism and explores whether Instagram can serve as a strategic platform for local media to reach younger audiences who have largely abandoned traditional print media.
What are the central thematic fields addressed?
The study focuses on the intersection of local journalism and social media, specifically looking at the shifting digital landscape, the habits of young news consumers, and the integration of new content formats within local editorial offices.
What is the primary objective of the work?
The primary aim is to outline why the future of local media is threatened and how Instagram can potentially be used to bridge the gap between traditional journalism and the younger generation.
Which scientific methodology is utilized?
The paper relies on a review of existing academic research, international media studies (such as the Reuters Digital News Report), and qualitative analyses of German local editorial offices.
What does the main part cover?
The main part covers the challenges of digital transition, the specific advantages and risks of Instagram, and practical applications of tools like Instagram Stories, Reels, and Infographics in a journalistic context.
Which keywords best characterize this work?
The work is defined by terms such as local journalism, digital transformation, transmedia storytelling, and younger target group engagement.
Why is Facebook no longer considered sufficient for reaching young people?
The document notes that Facebook is experiencing a decline in usage among younger demographics, leading to a shift in attention toward more visual and interactive platforms like Instagram.
How can infographics be beneficial for local journalism?
Infographics allow for the visual simplification of complex regional data, which makes news more accessible and engaging for users who tend to consume information rapidly on mobile devices.
What is the main challenge regarding staff resources?
Local newsrooms are often understaffed, and the additional requirement to produce and manage content on Instagram competes with the time needed for traditional investigative and editorial tasks.
- Arbeit zitieren
- Markus Maisel (Autor:in), 2022, Local Journalism on Instagram. A guide for local media workers, München, GRIN Verlag, https://www.grin.com/document/1177093
