De sociale mediers rolle i danskernes nyhedsbrug – sammenlignet med 7 andre lande Center for Magt, Medier og Kommunikation Roskilde Universitet Kim Schrøder og Rasmus Kleis Nielsen

Hvordan bruger borgerne nyhedsmedierne? Fokus: Hvordan navigerer danskerne i dagens tværmediale nyhedslandskab? Hvilke nyhedsmedier bruger de? Og til hvad? Danskerne ”shopper i nyhedssupermarkedet”… Hvilke konsekvenser har det for mediernes rolle som demokratisk ressource? Online survey-undersøgelser november 2008, 2011 og 2012 i samarbejde med Politikens Analyseafdeling (2008, 2011) 1023 respondenter, 20 nyhedsmedier og –formater Kvalitativ undersøgelse 2009: Er der mønstre i, hvordan danskerne kombinerer nyhedsmedierne? Tværnational undersøgelse 2013: Reuters Institute Digital News Report 2013 Formål: At tilvejebringe et fakta-grundlag for at kunne diskutere, hvordan borgerne bruger nyhedsmedierne

Borgernes nyhedsbrug: teoretisk optik – afhænger af ”oplevet worthwhileness” ift. nyhedsmedierne Et nyhedsmedie: skal være tiden værd Indholdet skal vedligeholde båndene til fællesskaber: demokratisk worthwhileness: politisk, borgerrollen hverdagslivets worthwhileness: nære fællesskaber, netværk er underlagt normative pres (til- og fravalg) har deltagerpotentiale: læserbreve, tip en ven, UGC skal være prisen værd kan have teknologisk appel (smart-nyheder, tekst-TV/fjernbetjeningen) skal passe til situationen (pendlere i tog/bil) ”Worthwhileness-ligningen”: Alle faktorer indgår i den enkeltes valg af nyhedsmedier

Danskernes brug af nyhedsmedier (seneste uge) Hele befolkningen - 2012

Brug af ‘gamle’ og ‘nye’ nyhedsmedier (seneste uge) 2012 Opdelt efter alder

Udviklingen i brug af nyhedsmedier 1 (seneste uge) 2008-2012, Hele befolkningen

Udviklingen i brug af nyhedsmedier 2 (seneste uge) 2008-2012, Hele befolkningen

Udviklingen i brug af nyhedsmedier (seneste uge) 2011-2012, Opdelt efter alder

Mest uundværlige nyhedsmedie 2008-2012, hele befolkningen

Danskernes vigtigste overbliksmedier 2008-2012

Danskernes vigtigste baggrundsmedier, 2008-2012

Tv-nyhedssening på…

Danskernes interaktive deltagelse i nyhedskommunikation, 2011-2012

Undersøgelsens hovedresultater Siden 2008: gennembrud som nyhedsmedier for mobilmedier (Smartphones) og sociale medier (Facebook) – har for nogle overtaget overbliksfunktionen fra Nyheder på computer og Tekst-tv. Dramatisk fald i brugen af landsdækkende morgenaviser på papir. Også funktionerne som indsigt og baggrund.   TV-nyheder er stadig det helt centrale nyhedsmedie i Danmark, på tværs af overblik/baggrund og på tværs af aldersgrupper. ”Mest uundværligt” 2012: 30% (2011: 39%)

Almindeligt at se TV-nyheder på sin computer: 63% gør det en gang imellem, 29% gør det daglig eller flere gange om ugen. 43% benytter sig af nyhedsmediernes interaktive muligheder (stigning fra 24% i 2008) Nyheder på computer og mobil Computer er det næstmest uundværlige nyhedsmedie, især i de yngre aldersgrupper Computer + mobil (29%) overgår TV-nyheder (28%) som vigtigste overbliksmedie  Danskerne orienterer sig også mod internationale nyhedsmedier på nettet (online: 24%; TV: 12%) Sociale medier er for ca. 1/3 en naturlig, integreret del af de informative ressourcer, de har brug for i hverdagen: ”Facebook er blevet til en central offentlighedsportal (…) den første daglige indgang, ikke bare til venners gøren og laden, men også til nyhedshistorier, billeder og i det hele taget alt mulig relevant, herunder også politisk relevant information” (Linaa Jensen, 2013:195)

De sociale mediers rolle i danskernes nyhedsbrug – sammenlignet med 7 andre lande Rasmus Kleis Nielsen (Roskilde University and University of Oxford) Kim Christian Schrøder (Roskilde University)

Exploring news in a (more) participatory media environment Widespread use of social media changes how news is produced, shared, and discussed RQs: How important are social media as sources of news? How are social media used to find news? To what extent are social media used for participatory news use? What are the differences between comparable countries?

Data: 2013 Reuters Institute Digital News Report 2013 Reuters Report: 8 countries (Table 1) Different media systems Polarized pluralist (Mediterranean) Democratic corporatist (North/Central Europe) Liberal (North Atlantic) All (relatively) high levels of internet use How are patterns of news consumption moulded by different political, social and cultural traditions? Limitations: Online universe and panel-based Reported use versus actual use Focus on relative importance of social media, against TV news: still dominant (Papathanassopoulos et al.2013) Online legacy news media (overall prominent)

Findings I: Total sample Social media as a (important) source of news (Table 2) Sizeable minority use social media for news (all countries) TV, legacy online media, and print news: all more frequent as sources Continued centrality of TV news: ‘most important’ source Legacy media online news: clear 2nd place Print news: 3rd place in all countries (2nd in Japan) General picture: The minority who use social media for news ascribe low importance to it.

Findings II. Age 18-24 Social media as a (important) source of news (Table 3) Caveat: sample size Use as news media (source): social media in 3rd place, after TV and online legacy media Only in two countries (DK and US) do social media overtake print significantly in terms of use Importance as news media: 18-24 olds do not generally regard social media as a more important source of news than the population at large (except France, UK) Conclusion: Social media still play modest role as a source of news, both in terms of frequency and importance, also for ”digital natives”

Findings III. Social media as a gateway to news (Table 4) News organizations distribute news on social media to drive traffic and engage with audiences We compare users’ reliance on social media, branded news sites, and search engines Caveat: ‘source’ versus ‘finding’ open to interpretation Findings: A sizeable minority use social media as a gateway to news More users name search engines as gateway (except for Spain) Branded news sites mentioned more often (DK, D, J, UK) Branded news sites level with social media (F, I, SP, USA) 18-24: Social media more frequent gateway than for population at large Search engines less frequent than for population at large Branded news website retain their position

Findings IV. Social media as participation in the news process (Table 5) Web 1.0 and 2.0 tools have increased the number of people who engage with the news in all countries. But: It is a minority that use social media for participation (esp. I, S, US) Many more engage in news by sharing in offline conversations than in any other kind of participatory news use Web 1.0 versus web 2.0: Web 1.0 forms of engagement (email, comments) and web 2.0 (sharing and commenting via SNS sites) are generally equally common 18-24: Differ very little from the general population Only in the UK and the US do significantly more engage in online forms of participatory news use

Conclusions Our study: a comparative snapshot of a fast-changing news media environment Though widely used for other purposes, social media still play a limited role as sources of news (esp. in terms of importance) In some countries, social media play a larger role as gateway to news Only a minority use social media to engage in participatory forms of news use Country differences in social media for news: D, J: low level of online engagement with news DK, F, UK: moderate level of online engagement with news I, S, US: higher level of engagement with news Need for longitudinal data Need to theorize the relation to political systems, media systems, and historical cultural fabrics

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