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Abstract
Mass media in the USA have hosted news content and delivered audiences to advertisers. While advertiser support for traditional news media has been dropping, activities of online ‘citizen journalists’ have been on the rise. A key question for both traditional news organizations and citizen journalists is who will pay for online news. In-depth interviews were used to gain insight into consumer understanding of changes in the relationship between news and advertising as both adapt to the online environment. Three types of news and advertising users emerged: engagers, receivers, and avoiders. The research also identified three approaches to user-generated content: broad participation, participation primarily in interpersonal exchanges, and avoidance. Implications are discussed for how these consumer perceptions and activities might shape future funding of online news.
Notes
An American television show that is a spoof on television news and often described as ‘fake news’.
A popular blog that often reports on stories before the mainstream newsmedia.
The anchor person on the ABC evening news program.