No abstract

While scholarship has studied the boundary discourses of (quasi-)journalistic actors on social network sites, how audiences perceive these boundaries and engage with these interlopers’ work has been examined far less frequently. Drawing on 11 focus groups, this article explores how audiences construct boundaries by examining and comparing their expectations of content creators on Instagram, YouTube and blogs, with traditional journalism and journalists. Findings show audiences expect journalists to embody established, normative journalistic values, largely excluding content creators from this field. Audiences’ expectations of content creators reveal a more nuanced picture, which includes expectations of authenticity and transparency, engagement, and quality, slow content. Interpreted against broader debates in journalism, we argue that they reveal implicitly journalistic values and expectations, thus blurring normative boundary distinctions. Furthermore, audiences feel an increase in market orientation among both journalists and content creators leads to lower connection and perceptions of credibility, thus further disrupting boundaries.

The growth of advertising and PR industries in recent years, combined with the economic downturn in many news organizations has led to renewed debates about the influence of commercial pressures on journalistic work. While the relationship has frequently been studied in relation to hard news journalism, less attention has been paid to other beats, especially those which have always had a closer relationship with commercial interests. Focusing on the field of lifestyle journalism, this article presents the results of a survey of more than 600 Australian lifestyle journalists. It examines in detail how these journalists experience working with advertising and PR interests, as well as the provision of free products and services. It finds that lifestyle journalists broadly deny being influenced too much by these pressures, however, regression analysis suggests that, in particular, younger journalists experience more pressure, as do magazine journalists, as well as those working in the areas of travel, fashion and beauty journalism.

Audience expectations of journalism reveal how well journalism is performing its role in society in the minds of its consumers. In an increasingly fragmented media and audience landscape, it has become more important to consider how social identity shapes audience expectations. However, scholarship has tended to examine expectations based on single identity categories (e.g., class or gender), revealing a crucial but disassembled understanding of how audiences perceive the journalism they consume. This study relies on an intersectional framework and eight focus groups to examine how class, race, and gender, as intersecting and mutually constitutive modes of power/oppression, shape audiences' expectations of journalism in South Africa. It identifies intersectional differences in audiences' expectations of solutions journalism, perceptions of journalism's unaffordability and inaccessibility, and normative evaluations of quality and popular journalism that reveal classist and racist discourses of distinction and stereotyping. The study demonstrates the importance of intersectionality as a critical framework for studying audience expectations and the extent to which they are in/excluded and rendered (in)visible to journalism's dominant ideology.

A growing amount of scholarship on lifestyle journalism and role conceptions has shown its relevance in the context of consumption cultures and societal changes. However, the existing literature has tended to focus on countries with relatively prosperous economies, neglecting to explore those with greater socio-economic inequality. Likewise, scholarship has offered some insight into what audiences expect of political journalists, but we know little about expectations of lifestyle journalism. Exploring role conceptions and expectations in socio-economically unequal societies gives rise to the question: How may social class shape these? To examine this, our study draws on 22 in-depth interviews with lifestyle journalists and three focus groups with audiences from different class backgrounds in South Africa. Findings suggest that lifestyle journalists’ awareness of class disparity and the country’s history of racial segregation and oppression shapes their roles in three ways. First, journalists expressed strong support for roles typically associated with political journalism, albeit interconnected with lifestyle roles. Second, journalists acted as ‘ responsible’ cultural intermediaries, mediating the worlds of luxury and inequality. Third, journalists expressed a strong role orientation toward providing aspiration, as did audience expectations, indicating a level of congruence. Applying a Bourdieusian framework, we argue that lifestyle journalism allows audiences who live under ‘conditions of scarcity’ and who have been conceptualized as having a ‘taste of necessity’, to perform a ‘ taste of aspiration’. We suggest a need to reconceptualize scholarship’s approach to studying journalistic roles by moving beyond a politics-lifestyle binary, and to more closely examine the role of aspiration in lifestyle journalism.