Mapping audience analytics use in newsrooms a conceptual typology integrating individual and organizational influences

Abstract

Despite the pivotal role of audience analytics in journalism, frequency and intensity of their use vary. This paper utilises the Theory of Planned Behavior and journalistic role orientations to consider various influences on audience analytics use, taking into account their complex interplay. Drawing from a comprehensive literature review, individual and organisational influences are identified to inform a conceptual typology of audience analytics users in newsrooms. It distinguishes six types, encompassing Analytics Experts, Integrators, Enthusiasts, Followers, Opportunists and Skeptics. Each type is characterised by specific traits, offering a nuanced understanding of their relationships and positions within newsrooms. This paper offers a refined perspective on how journalism navigates technological changes and economic challenges, and informs media management strategies by providing a deeper understanding of analytics-related newsroom dynamics.