Digital Tipping Point: The Balance of Priority between Traditional and Digital Journalism Skills at Local UK Newspapers

Research output: Contribution to journalArticle

Original languageEnglish
Article number19606864
Pages (from-to)825-835
Number of pages11
JournalSociology and Anthropology
Issue number9
Publication statusPublished - 5 Sep 2016
Abstract A recruitment advertisement shines a light on what an organization is looking for not only in a new employee, but also in existing staff members. It projects the values, aims and direction of an organization, reflecting ambitions that may not be fully representative of the existing reality. In the turbulent UK local newspaper industry there has been a sea change in methods of collecting, reporting and, from the audience perspective, consuming the news.
However, until recently, studies have found traditional reporting skills are prized more highly than online skills by newspaper managers. Working to the hypothesis that this will have changed, with digital media skills being equally, if
not more, desired than traditional journalistic skills, this paper assesses the language of recruitment advertisements for local newspaper journalist roles on from November 2014 to January 2015. Using a set
of ‘traditional’ keywords and a set of ‘digital’ keywords, the priority of their use and the tone of their delivery will show the corporate ideal being projected. In turn, this will demonstrate the desired state of the individual titles, their mother companies and the industry as a whole.

    Research areas

  • Newspapers, UK, skills, journalism, news, digital, traditional


  • SA5-19606864

    Rights statement: ©2016 by authors, all rights reserved. Authors agree that this article remains permanently open access under the terms of the Creative Commons Attribution License 4.0 International License.

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