Ninth International Conference on Communication & Media Studies

Abstract

Audience feedback and data are increasingly important. Digital media and the digitalization of news gave rise to new forms of audience feedback. The feedback coming from online audiences is quite different from traditional audiences. The public’s involvement of audiences challenges the traditional role of journalists. The audience can exert both direct and indirect influences. There is a struggle between the audience and the journalist can be seen in terms of how each contributes and relates. Media professionals are facing derogatory remarks, hate speech, online harassment, audience hostility, and online attacks from audiences. Online audiences also influence journalists daily routines and work practices. Therefore, this study is an attempt to analyze the influence of online audience feedback on journalists and routine level in Malaysian context. A hierarchy of influence model as a theoretical framework is used. A quantitative study, snowball survey method is used for this study. The findings of the study will help us to understand online audiences’ influence on journalist and their work practice i.e. journalists’ autonomy and integrity, impact on editorial decision making, performance and accountability, daily routine, work practice and psychological and emotional cost. This study has limitations as snowball survey method has been used and findings grounded within the specific context of Malaysia. It is a relatively small sample.