Useful journalism
Utility journalism is a journalistic genre in which not only a topic is touched on - as in advisory journalism , but also so much knowledge is given to the reader so that he can then make (a) concrete decision (s). As a result, such contributions are significantly longer than advice contributions. In addition, they are structured in such a way that they appeal to readers both through their graphic design and through the content - and bind them to them.
As in information journalism, the form of publication is different: Useful texts are not only published in specialist magazines or books, but can also be found online on the Internet. In addition, there are also radio or television programs that focus exclusively on one topic.
Three specific targets determine the journalistic work:
- The text must offer something “new”. But: In contrast to information journalism, this news share should only comprise 5% of the entire article.
- For this it is important that the readers feel that they and their needs are important to the author. 15% of the entire text is therefore used to convey this "closeness".
- The largest part (80%) of the contribution must, however, convey “benefits”.
On the other hand, product instructions or operating manuals do not belong to this journalistic genre. The reasons: These publications only describe something. On the other hand, there is a lack of a dramaturgical journalistic structure as well as reviews, comparisons, tips or resulting recommendations.
distribution
It is noteworthy that utility journalism has created its own market in the past few decades. However, this area has so far received little attention in media studies.
Historical development
Advice-giving texts are not an invention of the modern age - they have been around for centuries, even though the presentation has changed over the years: while wisdom of life was previously hidden in the form of ecclesiastical, philosophical or fabulous texts, everyday assistance has been part of newspaper journalism from the start in Europe.
Topic selection
Communication scientists who deal with utility journalism demand that readers should receive individual advantages for coping with their everyday lives: "The journalistic selection of topics in utility journalism is always action, implementation and results-oriented." What can the reader do, how and with what goal?
This alone does not make the difference between utility and advice journalism clear. Specifically, this lies in the following aspect: For many people, it is sufficient if they receive tips or advice on their concerns in an information medium. They may not have realized that the topic might be of interest to them by the time they read the headline. For these readers, an article giving advice in the usual daily newspaper or in the radio program is sufficient.
On the other hand, there are also media consumers who, for a wide variety of reasons, would like to be informed more and in greater detail on certain topics on a regular basis: Some might want to be up to date with the latest professional developments, others have a hobby particularly intensively and read everything theirs Can broaden the knowledge horizon. For these media consumers, an advisory article in their daily newspaper will be of little help.
The ways you get this useful information can vary greatly. The communication scientist Walter Hömberg differentiates between four concepts, each based on the two aspects of "problem definition" and "problem solving":
- Concept: Problem definition and solution are carried out by the (specialist) journalist or expert.
- Concept: The readers name the problem themselves - the solution is formulated by the (specialist) journalist or an expert.
- Concept: The journalists define the problem, those affected or the recipients propose solutions to the problem. However, this can only happen in media in which the journalists are in direct contact with the recipients so that they can react promptly.
- Concept: Problem definition and problem solving are done by the recipients themselves, the media are only the mediators. For this reason, Internet blogs, for example, are very popular.
literature
- Eickelkamp, Andreas: The utility journalism. Origin, functionality and practice of a journalism type , Cologne 2011. Free download ( PDF )
- Eickelkamp, Andreas: Journalism with Utility Value: Misunderstood Help , in: Ethics & Quality Assurance, January 28, 2011.
- Eickelkamp, Andreas / Seitz, Jürgen: Counselor. Basic knowledge for media practice , Herbert von Halem Verlag, Cologne 2013, ISBN 978-3-86962-025-1
- Gröschl, Jutta: Practical guide to advice / utility journalism. This is how your texts arrive . Aachen 2013. ISBN 978-3-86858-950-4 .
- Hömberg, Walter: perplexed advisors? Premises, problems and perspectives of journalistic help in life , in: Communicatio Socialis, 01/2009.
Individual evidence
- ↑ See Gröschl, Jutta: Praxishandbuch Ratgeber- / Nutzwertjournalismus. This is how your texts arrive. Aachen, 2013, p. 10.
- ↑ See Gröschl, ibid., P. 18.
- ↑ See gl. Eickelkamp, Andreas: Journalism with Utility Value: Misunderstood Help, in: Ethik & Qualitätssicherung, January 28, 2011, p. 1f.
- ↑ Cf. Eickelkamp, Andreas: Der Nutzwertjournalismus. Origin, functionality and practice of a journalism type, Cologne 2011, p. 29. ( Chapter 1.4 )
- ↑ Cf. Hömberg, Walter: perplexed advisors? Premises, problems and perspectives of journalistic help in life, in: Communicatio Socialis, 01/2009, p. 8.